Overview
In 2005, David Poisson, a lawyer, businessman and former Chief of Staff on Capitol Hill, challenged an eight-year incumbent for his seat in the Virginia House of Delegates. The 32nd district is located in Loudoun County, an area considered reliably Republican that went for Bush in 2004 by more than 10 points.
The Challenge
Poisson not only faced Dick Black, a four-term Delegate with high name identification, but also an electorate generally satisfied with the direction in which Loudoun was moving. However, despite entering the race with a sizable lead, Black’s lack of concrete accomplishments left him vulnerable. As a largely unknown challenger, Poisson needed to establish his credibility with voters, convince them Black had done nothing to solve Loudoun’s problems, and present himself as a leader with fresh ideas.
The Result
Kennedy Communications designed a 12 piece mail program that established Poisson as a newcomer focused on everyday issues such as traffic and education. The program then contrasted Poisson’s straightforward plans for addressing Loudoun’s real needs with Black’s record of ineffectiveness and ties to developers. While initial polling had shown Poisson to be largely unknown, he ultimately scored a substantial 6 point victory.