Case Study
Using opposition research, we created parallel campaigns to:
MOTIVATE REPUBLICANS & DISSUADE DEMOCRATS
TARGET:
RON SAUNDERS
A well-known Democrat, Ron was twice elected to the Florida House and was running for the Supervisor of Elections position in Monroe County.
This is a traditionally center-left county, shifting to the right.
CHALLENGE:
This was a Supervisor of Elections race, down-ballot and off the radar for many. To win, we needed to define Saunders early, make noise, and force voters to pay attention.
THE GOAL: Rally Republicans and depress Democrat turnout.
DISCOVERY:
Our research uncovered a pivotal fact: as a county attorney, Saunders blocked a marriage license for a gay couple.
This gave us the opening for a multi-pronged strategy that would drive a wedge in his base and harden GOP opposition.
RESULTS:
HE LOST.
Not just the race — he lost control of his image, his base, and the entire narrative.
Tactic 1: RADIO
Ran ads on WGAY (yes, those are the real station call letters) highlighting his anti-gay marriage past—driving a wedge with progressive Democrats.
On conservative talk radio, we branded him a Biden-Harris ally who’d gut voter ID laws and bring D.C.-style election chaos to Florida.
Tactic 2: TELEVISION
Aired ads on FOX News hammering home that Saunders couldn’t be trusted. No matter what he claimed, he was part of the Biden-Harris machine—and a threat to voter integrity and secure elections in Florida.
Tactic 3: MAIL
REPUBLICANS: Targeted every 4-for-4 Republican voter in the county with hard-hitting opposition pieces.
DEMOCRATS: Simultaneously mailed every registered Democrat in Key West, using Saunders’ anti-gay marriage history to sow doubt and dampen enthusiasm.
DECISIVE RESULTS:
WE SUCCESSFULLY DESTROYED OUR TARGET CANDIDATE.
Not only did he lose the race — he lost control of his image, his base, and the entire narrative of his candidacy.