Eric Garcetti had a record that would appeal to voters’
pragmatic mood. As a city councilmember since 2001,
he helped spark the revitalization of Hollywood and
Highlighting Garcetti’s solid economic record was one
of the primary goals of our direct mail.
Polling showed Garcetti splitting the Democratic vote
with his opponent, City Controller Wendy Greuel.
Research showed that by touting Garcetti’s work to
elect President Obama, his support among Democrats
increased by 21 percent. We used direct mail to
reinforce Garcetti’s progressive credentials, highlighting
his role as co-chair of President Obama’s California
campaign in 2008.
Latinos comprise 30 percent of likely city
voters. Garnering their support would also
prove critical to winning the election. We
created mail for U.S. and Foreign Born Latinos
that emphasized Garcetti’s background as the
grandson of Mexican immigrants.