Melissa Shusterman’s opponent, Warren Kampf, was a very popular fourth-term incumbent. He was viewed as moderate and unbeatable. In 2016 he won by 11 points. With an aggressive 17-piece mail plan, we were able to unseat him. 

Melissa won by 13 points – a 24-point swing.

What did we do differently here?

For multiple cycles, the party had tried to use his votes on choice and guns to paint him as an extremist. That message just never broke through and wasn’t believable to voters who knew and liked Warren.

We ran two tracks – first, we introduced Melissa as a single mom and small-business owner who was frustrated, like so many voters, with the political games in Harrisburg. Then we framed Warren as a corporate lawyer and politician who wasn’t doing his job. We used humor and simple straight-to-the-point negatives and flipped this seat blue!