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Robin Abbott for Delegate

The Challenge: Robin Abbott was a first-time candidate with no name identification running against an ethically challenged 20-year Republican incumbent and senior appropriator. In a year when Republican candidate for Governor Bob McDonnell swept to a statewide landslide, Abbott needed ticket-splitting Independents and a big turnout from her base to win the district.
Tigercomm responded to the challenge by:

• Developing a message that incorporated Abbott's impressive biography, highlighted her record as a consumer rights advocate and positioned her as the most desirable alternative to her scandal-ridden but very popular opponent
• Designing and executing an on-message news conference to roll out Abbott's aggressive ethics reform plan in order to position her as the reform candidate early in the race
• Successfully pitching a Sunday feature story in the district's largest newspaper that highlighted Abbott's message and her impressive biography
• Preparing Abbott for debates and reporter sit-downs that led to on-message stories framing the race on her terms
• Integrating the campaign message across all paid, earned, online and field communications

 

Results:

Despite double-digit defeats by the Democratic statewide ticket and the loss of 8 incumbent Democratic Delegates around the Commonwealth, Abbott overcame her opponent's 2-to-1 spending advantage and cruised to a 9-point victory on Election Night.