Lenny Curry

Lenny Curry for Jacksonville Mayor

The Challenge

In late 2012, Data Targeting led the effort to lay out a game plan to elect a new Mayor in Jacksonville, the largest city in the United States by land area. We developed a framework of research and data analysis to establish if Mayor Alvin Brown was vulnerable to defeat in a 2015 re-election campaign, and if so, how it could be done. After a robust analysis of the electorate, we selected Lenny Curry as our candidate.

The Research

Data Targeting was granted a rare opportunity to become experts in experimental data analysis to win citywide in Jacksonville. For Lenny Curry’s campaign, we conducted two years of data acquisition and analysis, four focus groups, one voter canvass, and 18 voter surveys before the first election. We would go on to field two more focus groups, another targeted voter canvass, and another 13 voter surveys between the first election and the general election on May 19.

For the polling department alone, DT conducted nearly $165,000 worth of research activity, with even more funds invested in data-driven projects.

The Research That Went Into The Race:

  • Data Analysis
  • Candidacy Viability Study
  • Opposition Book: Bishop
  • Opposition Book: Brown
  • 31 Surveys
  • 2 Voter Canvasses
  • 6 Focus Groups
  • Nearly $165,000 In Research Projects

Campaign Material Samples




The Campaign

DT managed the campaign from the ground up - including strategy, TV, mail, web, digital, ground, and more. DT crafted a direct mail campaign plan built around our strategic goals for narrowcast media. In addition to direct mail, these goals were also applied to a strategic plan for social media and e-mail communication.

In this plan, DT sought to lay out a diverse mix of both broad and tightly-focused messages for the remaining four weeks of the campaign. Once absentee ballots were mailed out, voters who fell within our broadest target would be touched at least once per week by our direct mail campaign, with smaller targets receiving additional pieces as we deemed necessary.

The plan, budgeted at about $566,000, was implemented April 17 with the dropping of overseas absentee ballots. The campaign kicked off nightly tracking polling four nights per week from April 26 through May 17. In addition to producing results, DT rolled out frequencies that tracked the responses of voters who fell within our broad target. This enabled us to monitor the progress our messaging had on targeted voters and to acquire additional insight about how best to communicate with them.

Data Targeting also managed the Curry campaign’s social media outreach operation, focusing on Facebook page management, digital ad production and placement, and e-mail creation and distribution. We scheduled and produced compelling content daily. Digital advertising worked closely with direct mail and TV ad scheduling to ensure our messages were cohesive from the start of the campaign to the very end.

The Results

From December 2014 to the election day in May 2015, we were able to move Lenny Curry’s numbers up nearly 20% when comparing an initial brushfire survey to the final election results. Our efforts resulted in preventing Mayor Brown from getting to 50% + 1 in the First Election and a nearly 3% win in the Runoff Election.

December 2014 Head-To-Head Survey Results


Final Jacksonville Runoff Results