2001 VIRGINIA GOVERNOR

Marketing Democrats to Rural Voters

Warner for Governor

Virginia has become increasingly blue over the years. However, the territory was far different when Mark Warner ran for governor in 2001. Democrats hadn't elected a governor since 1989, in large part because statewide candidates were often clobbered in rural Virginia. The Warner team resolved to change that. Instead of viewing rural voters as a hurdle, the Warner campaign formed a strategy to convert them into an opportunity.

Adopting a Rural Strategy

Warner's rural strategy had two goals. First, demonstrate that Mark Warner synced up culturally with rural voters. Second, inform rural voters of Warner's record of creating opportunities in rural communities.

Executing the Plan

High-profile gambits like a bluegrass band and NASCAR sponsorship got press attention — and direct mail was then used to put substance to the sizzle. Repeated mailings into rural communities told the story of how Mark Warner created regional venture capital funds and used them to create jobs in their back yards. Excerpts from small-town newspapers were used in mail pieces to showcase Warner's commitment to thinking big.

Growing the Margins

Warner's rural strategy was only part of the overall plan. At the same time rural voters were learning about the Warner record on their issues, northern Virginia voters were targeted with a series of pieces focusing on the issues of traffic and growth.

The End Result

This combination of rural and suburban communications was the key to Warner's success. By holding down the margins in rural counties, and running up a sizable margin in critical suburban swing counties, Mark Warner was elected governor with over 52% of the vote.