The Strategy Group Company

Full Service Political

Commercial Advertising Agency

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KEYS TO VICTORY


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KEYS TO VICTORY


Don't just "get on the air."

Get it right.

Every minute, every dollar, and every word matters.

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POWERFUL INTRODUCTIONS


First impressions are everything.

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POWERFUL INTRODUCTIONS


First impressions are everything.

Curt Clawson for Congress - 2014

Curt Clawson was a virtual unknown in Southwest Florida when he chose to run for Congress.  We knew we had to create a distinctive and memorable image of Curt in the minds of voters or our opponents would do it for us. 

We started Curt’s campaign on the biggest stage possible – with an ad run locally during the Super Bowl.  A former Purdue basketball star, we featured Curt draining baskets and challenging President Obama to a 3-point contest.  Within hours, half of the district knew his name.

After a month of positive storytelling, Curt had 86% name ID and was getting 39% on the ballot in a 4-way race.  Despite very harsh rounds of attacks on his business record and character, our early branding gave Curt the protective armor to repel the attacks and win.

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INTEGRATED MEDIA


Politics is pandemonium, so consistency is key.

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INTEGRATED MEDIA


Politics is pandemonium, so consistency is key.

Barbara Comstock for Congress - 2014

Barbara Comstock was running to hold a seat held by popular, retiring Congressman, Frank Wolf. As a part of our introduction of Barbara, we ran a full message push featuring Congressman Wolf giving his endorsement to Barbara. 

We ran versions of this ad across 4 platforms to “surround” voters with the Wolf message – a 30 second TV ad, a 15 second web ad, a 60 second radio ad, and an automated call. 

With our in-house team, we were able to seamlessly produce, place, and coordinate the launch of all 4 ads and give Barbara a consistent message to voters – in one single voice.

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Andy Barr


Elections are races.  If you’re slow – you lose.

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Andy Barr


Elections are races.  If you’re slow – you lose.

Andy Barr for Congress - 2012

Andy Barr was in a heated re-match to defeat long-time Congressman, Ben Chandler.  In 2010, Andy narrowly lost partially because of a failure to respond to a potent attack ad that accused him for having a "criminal record" for using a fake ID in college.

In early October of 2012, the DCCC went on the air, looking to sink the campaign with the same attack.

But Andy was prepared.  

Over 2 months earlier, we shot and produced an ad where Andy responded directly to the attack. Using our real-time ad capture service, we discovered the attack ad when it first aired that morning and had our response on the air the same day.  We never allowed the hit to gain traction, and Andy became a Congressman.

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SMART TARGETING


Big victories start small.

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SMART TARGETING


Big victories start small.

John Kasich for Ohio Governor – 2014

Facing a tough re-election bid in a purple state, we began an early operation focusing on very specific targets, including 56,000 female swing voters. Matching their households to the campaign’s voter file, we launched a 7 month campaign targeting this select demographic to lay the foundation to earn their vote for Governor Kasich long before the fall.

Delivering messages on programming and websites with high indexes of these voters, we began with web and radio advertising, and later added broadcast and cable television.  We delivered millions of impressions and won this demographic by over 60%.

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STRETCHING DOLLARS


Money matters in politics. But it’s not always who has the most, but who uses it the best. 

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STRETCHING DOLLARS


Money matters in politics. But it’s not always who has the most, but who uses it the best. 

National Republican Senatorial Committee (Cory Gardner for Senate) - 2014

In 2014, Cory Gardner was fighting to unseat Senator Mark Udall - a key target for Republicans to regain the majority in U.S. Senate.  Working with the National Republican Senatorial Committee (NRSC), we created a media placement strategy to provide outside support to Gardner. 

We maximized their resources by placing ad buys early, working directly with stations, using data to find less expensive programming to reach key voter groups, and stayed in constant negotiation with stations to ensure ads aired for the lowest possible rate.

We saved 18% on their buys that would have been lost using a traditional buying strategy – and those savings enabled the NRSC to air additional messages and help bring a victory for Gardner.