Case Study: General Consulting

Jim Beall for State Senate


Jim Beall is an institution in San Jose and Santa Clara County. After 30 years on the City Council, Board of Supervisors and State Assembly, Beall faced a tough test in his effort to move up to the California State Senate District 15. In the first of the post-redistricting, open primary races in California, Beall faced former Assemblyman Joe Coto in a head-to-head Democrat vs. Democrat race that was run in June 2012 and again in November 2012. Campaign polling in March 2012 showed the race dead even. TBW produced a powerful series of positive and negative mail for Beall – and a robust field campaign – that propelled him to a ten-point margin in the primary. Although size of Beall’s victory put the damper on Coto’s fundraising and support from Sacramento – our summer polling of general election voters showed it was once again an even race. By redoubling our efforts for the fall, we were able to win by an even larger margin in November, 57% to 43%.

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