2. 16 days left in the game: we are tied,
and the playbook is limited
T h e r e ’s t h e g
ame…. how
do we talk to
them?
The playbook:
TV N o ca p a c it y
Doors V o lu
n te e r s
ta p p e d
Phones C o n g
e s te d
Mail
? ??
Internet ???
3. You can still get mail and internet ads to
people, but...
Which g
What Hook? raphics Which
? t ?
f a camsac
Ob are Fine
ObamacareFines
The Obama presidency s
has failed!
Plan
Obama’s Economic Plan
+
This is not what America
Obama’s Economic
+
signed up for!
Fact You Didn’t Build That
You Didn’t Build That
Check:
er off than
Are you bett One—term Ob
r years One—term Ob ma
a ma
you were fou a
ago?
crease
America can’t afford four $494 billion Tax In crease
$494 billion Tax In
more years!
This is not wh
at we NationallDebt Increase
Nationa Debt Increase
HOPEd for…
.. how do we know if our design will make a
5. In early October, Gridiron worked with Vlytics to
design the winning play
1 We assembled a panel 2 We assembled every message,
photo, and hook line out there
The Oba
ma presid
has faile ency
One—term Ob
One—term Ob a d!
am
am a
Obamacare Fines
Obamacare Fines
This is not what America
signed up for!
Plan Fact
Obama’s Economic Plan
Obama’s Economic Check:
Targeted people…
-Light leaners & pure
er off
undecideds Are you bett
than you w ere four
years ago?
You Didn’t Build That
..in the targeted You Didn’t Build That
battlegrounds t we rease
This is not wha $494 billionnTaxxInc rease
$494 billio Ta Inc
-OH, FL, VA, NV, CO, WI… HOP Ed for…
America can’t afford four
more years!
National lDebttIncreasee
Nationa Deb Increas
3 And then… we had our target
audience put all of our ideas to
the test.
6. Using a scientific choice-driven process, we
had our undecideds test-run all possible designs…
Each of our participants
was asked to choose
between pairs of designs Pair-choice 1
they found most likely to
change opinion against
Barack Obama
Pair-choice 2
Across all our participants
and all of their choices: all
of our taglines, photos, and Pair-choice 3
fact sets were tested….
Pair-choice 4
7. … and their choices resulted in final designs and
groups of preferences within the undecided pool.
…as our panelists choose their preferences, ….and as more panelists helped them refine
between pairs, they were helping us determine their choices, we arrived at the best designs
winning traits from all the possible tags, photos, for various clusters of undecided voters
and facts we showed them….
1
3
2
8. The result: we can provide you the best design to
appeal to your undecided universe
•Four major groups of distinct preferences in design emerged,
representing 4 groups of opinion within the undecided voter pool
•The major opinion groups vary in size
-Group 1 and its design preferences represented 29% of the undecided pool
-Group 2 and its design preferences represented 29% of the undecided pool
-Group 3 and its design preferences represented 22% of the undecided pool
-Group 4 and its design preferences represented 18% of the undecided pool
•A design that appeals to one group does not necessarily appeal to
the other
•With more information about your target undecideds, we can help
you select the design that appeals to the maximum number of
undecideds
9. If you want maximum impact, we can launch a
battery of pieces to appeal to more undecideds.
% of undecided universe that
design appeals to:
29%
+ +
29%
+ +
22%
80% of undecideds
= received an appealing design
10. Only a few days left in the game….
It’s time
to make
a call.
Chris Faulkner
chris@gridironcommunications.com
Austin James
Austin@gridironcommunications.com