Case Study: Independent Expenditure Direct Mail

Democratic Governors Association


When Vermont's popular Republican governor announced that he would not seek re-election, the Democratic Governors Association (DGA) made the election one of its top priorities of 2010. The race was one of the closest and hardest fought in the country. TBW worked with the DGA’s Vermont team to develop an independent expenditure campaign that included television and mail to help the Democratic nominee, Peter Shumlin, become the next governor. Facing a better-known and better-funded opponent in Lieutenant Governor Brian Dubie, TBW produced three mail pieces to educate Vermonters about the true nature of Dubie's record and plans for Vermont. Using polling and focus group results, "Cooking" used some of the most effective attacks on Dubie to expose his budget plans and their realities for Vermont.

Even though early in the race Shumlin trailed Dubie by as many as 19 points, Peter Shumlin was narrowly elected governor, one of five Democratic pickups of Republican-held gubernatorial seats in the country.

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