Persona-based segmentation and one-to-one communications to specific voters were core to the Governor’s strategy. These allowed the Governor and his message to reach mexactly the right individuals and demonstrate the fit between their views and those of Governor Walker
With persona-based targeting and one-to-one communications as key strategic pillars the campaign had two key targets and objectives for its digital efforts. Coupled with the Governor's and team strategy this:
Walker and his team envisioned digital as a key component of a holistic marketing strategy encompassing TV, email, direct mail, social, and free media. A digital program synchronized with traditional media but reflecting the unique strengths of digital. This resulted in Scott Walker returning to office, winning over his opponent Mary Burke 52-47. The unexpected size of his margin was testament in part to the effectiveness of the digital strategy.
