Californians for Economic Prosperity

2014 Independent Expenditure Supporting
Tim Sbranti for Assembly

MSC was hired by a labor coalition that included the California Teachers Association, SEIU and AFSCME to defeat a “pro-business” Democrat backed by the California Chamber of Commerce and other industry PACs. MSC took a lead strategic role on all phases of the campaign while serving as direct mail and digital consultant.

This $6 million battle was the top race in the 2014 June Primary. While being outspent by over $800,000, the labor-backed candidate won a surprisingly strong, seven-point victory despite polls that showed the race to be tied. Our strategy used modeling to develop four different persuasion and GOTV universes. We used different tactics for each one of these universes – a carefully orchestrated mix of direct mail and digital communications, with messaging that synced with our field program and other paid media. Our strategic, layered-communication approach had persuasion, suppression and expansion vote goals.