Johnny Isakson for Senate (GA)

Johnny Isakson has been an American Viewpoint client since he first ran for Governor of Georgia in 1990. Two other Republican candidates ran against Isakson; a long time Congressman and member of the powerful Ways and Means Committee (Mac Collins), and a multi-millionaire former Fortune 500 CEO (Herman Cain).

Georgia state law requires that a candidate receive 50% of the vote on Election Day, or a runoff election is held. While Isakson was the early favorite, with three strong GOP candidates in the race it would be very difficult to avoid a primary, with his two primary opponents only needing to garner 25% of the vote respectively. However, the campaign’s goal from Day 1 was to avoid a runoff.

Early focus groups were conducted to identify strengths and weaknesses of all three candidates and a benchmark survey was conducted to measure which of Congressman Isakson’s accomplishments were strongest in relaying his conservative bona-fides to GOP primary voters.

American Viewpoint worked closely with the mail consultant in monitoring the success of the mail program throughout the campaign by including mail tracks as part of the regional breaks in the data rather than looking just at media markets and other more traditional geographic areas.

Before the Isakson advertising began, American Viewpoint conducted dial tests of potential advertisements to identify the strongest spots to run as well as to give the media consultant guidance on fine tuning the ads. Respondents in these groups emphasized the importance of experience, leadership and values, all of which became central themes in the advertising.

American Viewpoint’s research identified that Isakson was very well defined in the expensive Atlanta media market, but was lesser known in the smaller, more rural markets. This information led to a decision to go on air earlier in the less expensive South Georgia media markets, where Isakson was able to be the only one on air for more than a month, locking in much of the vote before either of the opponents even began their ad campaigns.

Johnny Isakson began the race with a substantial lead and continued to hold a lead throughout tracking even while being attacked on television and radio by both opponents and an outside group simultaneously. The tracking data signaled that Isakson’s lead was strong enough that he did not have to respond to these attack ads through paid media, nor did he have to air contrast ads against either opponent.