Delawareans Got Snookered by Markell's Mail Campaign

Well, snookered isn't the word they used.  But, apparently, Kennedy Communications is taking credit for Markell's election.  Get a good look at this, a case study based upon their work for the Markell campaign (Gee, I thought it was anti-Minnerist Democrats that lost Carney the party's nomination.) I'm not sure I'll ever look at my junk mail the same way again:

From:  http://www.kennedycommunications.com/markell.html

Overview

In the September 2008 Democratic Primary, State Treasurer Jack Markell faced Lt. Governor John Carney, the presumed successor to Democratic Governor Ruth Ann Minner. Increasing dissatisfaction within the electorate (51% of likely primary voters felt the state as moving in the wrong direction, compared with only 21% in 2007) created a potential opening for Markell. Carney, a longtime fixture of Delaware government and a popular figure in Democratic politics, enjoyed both high name recognition and steady favorability ratings. Markell faced an uphill challenge—defining himself not only as the change candidate, but also as an experienced leader with a comprehensive plan to move Delaware forward.

The Challenge

As the presumptive Democratic nominee, Carney benefited from powerful Union and Democratic Party supporters. And while Markell enjoyed good name recognition, he still lagged behind the popular Lt. Governor’s name identification and remained largely undefined as a candidate. Few primary voters knew about his experience creating jobs as a businessman, his successful initiatives as State Treasurer or his plan for a better Delaware. Markell needed to channel the electorate’s increasing dissatisfaction into a positive movement for change while convincing voters that Markell had the experience to get the job done. Working with Markell’s media consultants (the Campaign Group) and his pollster (David Petts), we helped the Markell team prepare a unique strategy combining change with a concrete plan for action.

The Result

Kennedy Communications designed a two-part, 12-piece mail program. The first four pieces, mailing in mid-July, defined Markell as the change candidate with a comprehensive, detailed plan for Delaware. After this first wave of mailers, Markell experienced a bump in the polls. The second wave mailing in mid-August highlighted Markell’s plans for job growth, universal health care and education reform, while consistently underscoring the change message. We presented Markell as a fresh break from the past while keeping the tone entirely positive. In a major upset, Markell won the September primary and was elected Governor in November.