Case Study
Winning a Second Term
Situation:
For the 2006 South Dakota Governor’s race, Governor M. Michael Rounds was facing some difficulties when it came to his re-election bid. From February to March of 2006, his approval rating dropped from 72% to 58%, largely in part to drama surrounding the abortion bill, his delaying the first use of capital punishment in 40 years and various other political controversies. Rounds needed a partner that could help him overcome those obstacles, regain the ground he lost and get him re-elected.
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Rounds needed a partner that could help him overcome political obstacles, regain the ground he lost and get him re-elected. |
Solution:
Lawrence & Schiller was enlisted in an effort to bring Governor Rounds’ approval rating back up and to help him maintain his role as governor of South Dakota by winning the election against opponent Jack Billion. A feel good campaign was developed that was studded with testimonials, a positive outlook for the future of South Dakota and reminders of what Rounds had done for the state and its voters.
The campaign used Governor Rounds’ voice and focused on real accomplishments.
Results:
In the November 2006 election, Governor Rounds gained his re-election over Billion, garnering 62% of the vote to Billion’s 36%. Moreover, his approval rating was back to where it once was some nine months prior – sitting at about 70%.
