Don’t just run. Run to win!


Greensboro city council is overdue for new people with integrity and vision,
but it’s not easy to win as a first-time candidate.


“Increasingly autocratic and dismissive.”
Susan Ladd, News & Record, on current Greensboro City Council

First-timers almost never win.
Since 2005
0
Elections

0
First-time candidates

0
Losers

0
Winners

Your campaign can be different with
The Three Pillars of a Winning Campaign.


Strategy

To run a serious campaign, you must have an understanding of the issues and the electorate. What will your win look like on election night? Who will have voted for you? Why? This vision will anchor your campaign and put you in control of driving to the election-night outcome you plan. If you are not pursuing a strategy of your making, you are leaving the course of your campaign to others—including your opponents.



Information


Information is absolutely critical. It is the foundation for a sound strategy and staying on top of it is essential for proper execution of your campaign. Who and where are the voters who will vote for you? Are you reaching them? If you are going to win, the answers to these questions cannot be good guesses or gut feelings. There is empirical data about voters and their habits that you must utilize to win. Your campaign must be informed by real and accurate voter data.


Execution


Campaign materials, advertising, door-to-door canvasing, volunteer coordination, budgeting, interview and debate preparation, all of these will be addressed by any serious campaign. A winning campaign will not make these decisions haphazardly but will make sure the campaign is executed in alignment with a data-driven strategy.

Data is advantage

Do you know what this chart represents? You probably do not. Incumbents seeking reelection almost certainly do. It represents one of the most important and basic facts about city council elections and if you don’t know it, your campaign is at a critical disadvantage.

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Case study:
Knight defeats Johnson
2009

In 2007, Yvonne Johnson was elected as Greensboro’s first African-American mayor, beating her challenger by nearly 4,700 votes. In 2009, after just one term, she was defeated by Bill Knight by barely 900 votes. It was a surprise to many. Data tells us what happened and provides an important lesson.

Bill Knight had run for one of three at-large seats in 2007. He came in last in a field of six. So how did Johnson end up losing the mayor’s seat to him in 2009?

The answer is in the data: Johnson failed to turn out voters where her support had previously been strongest. Knight did not take away votes from Johnson in these few precincts—in fact, he got fewer votes than Johnson’s 2007 opponent there—instead, Johnson’s previous strongholds under performed. In a handful of precincts, people who had previously voted for Johnson did not choose Knight, they just stayed home. That difference decided the election.

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There may be a number of reasons why any given election is won or lost, but failing to use data to develop and execute a strategy is a self-inflicted disadvantage.

Data tells the story of why Yvonne Johnson lost to Bill Knight. She failed to get voters to the polls in her strongholds. Maybe that means something for your campaign’s strategy. Maybe not. But it demonstrates that data is insight and the importance of using data to inform your campaign. If you are going to win, your campaign must be informed by data.

Data is advantage

Placeholder

Do you know what this chart represents? You probably do not. Incumbents seeking reelection almost certainly do. It represents one of the most important and basic facts about city council elections and if you don’t know it, your campaign is at a critical disadvantage.

Case study:
Knight defeats Johnson
2009

Placeholder

In 2007, Yvonne Johnson was elected as Greensboro’s first African-American mayor, beating her challenger by nearly 4,700 votes. In 2009, after just one term, she was defeated by Bill Knight by barely 900 votes. It was a surprise to many. Data tells us what happened and provides an important lesson.


Placeholder

Bill Knight had run for one of three at-large seats in 2007. He came in last in a field of six. So how did Johnson end up losing the mayor’s seat to him in 2009?

The answer is in the data: Johnson failed to turn out voters where her support had previously been strongest. Knight did not take away votes from Johnson in these few precincts—in fact, he got fewer votes than Johnson’s 2007 opponent there—instead, Johnson’s previous strongholds under performed. In a handful of precincts, people who had previously voted for Johnson did not choose Knight, they just stayed home. That difference decided the election.


There may be a number of reasons why any given election is won or lost, but failing to use data to develop and execute a strategy is a self-inflicted disadvantage.

Data tells the story of why Yvonne Johnson lost to Bill Knight. She failed to get voters to the polls in her strongholds. Maybe that means something for your campaign’s strategy. Maybe not. But it demonstrates that data is insight and the importance of using data to inform your campaign. If you are going to win, your campaign must be informed by data.

Website designer, writer, researcher, graphic designer, programmer.


My name is Roch. Let’s work together.

I’m Roch Smith, Jr. Since 1992, I have served non-profits, businesses and political candidates in Greensboro.
These are some of the noteworthy projects I’ve worked on.


Greensboro 101

Built and maintain website of curated local news & information from professional and citizen sources. I publish my own opinion and investigative pieces here too.

Skills: Graphic design, website design, programming, writing, investigative journalism, video production.

Yes! Weekly

As a contributing columnist, wrote about local politics. I also redesigned the website including writing custom programming to import 10-years worth of archived content from a proprietary to an open source architecture.

Skills: Writing, research, investigative journalism, graphic design, website design, programming.

Coble for Congress

Designed campaign website for North Carolina Congressman Howard Coble and kept it updated with written and multi-media content.

Skills: Graphic design, website design, photography, videography, writing, programming.
* Link is to archived site from 2010, not fully functioning.

Cityfi

$75,000 prize-winning proposal for municipal Wi-Fi for the City of Greensboro.

Skills: Research, writing, video production, photography, website design and graphic design.

Cityfi video

Filmed and edited by Roch Smith, Jr.

Here is what I’ll do for your campaign

I will provide a variety of services and tools to help you win. Some may be more important to you than others.
Let’s talk about it.

Call me: (336) 337-3619


Data Mining & Organization



Walking lists

Custom created walking lists and interactive maps using the latest North Carolina Board of Elections voter data. Customized by demographics, voting history and location. Maximize effectiveness by focusing your field operations on the voters who fit your strategic criteria.



Mailing lists

Create accurate and up-to-date mailing lists to target the voters you identify. Filter by demographics, voting history and location to fit your strategic objectives. Run simulations in advance to see the number of voters fitting your criteria before you commit to an expense.



Relationship Management

Stay on top of contacts with voters and volunteers. Who needs a yard sign? Who has volunteered? Are poll workers assigned to your important polling places? Who needs a ride to the polls on election day? Details matter, don’t let things slip through the cracks.


Design & Production



Website design

Professional looking website, seamlessly integrated into your social media. Emphasis on professionalism and superior user engagement.



Video and photography

HD video and photography. Pre-shoot planning, principal photography and post-production to make media for use online and in your printed campaign materials.



Campaign materials

Design and help write printed campaign materials, including ads, yard signs, door hangers and mailers. I’ll help you find the best vendors to print materials for you too.


Consulting



Strategic Partner

Help you develop a campaign strategy and plan the execution of your campaign. Advise on tactics, budgeting, advertising, issues and opporunities.



Research

Help you research the issues. Confidentially examine your strengths and weaknesses (and those of your opponents). Mine data to help you set a strategy and to gauge how you are doing on the way.



Feedback

Alerts when issues arise that need your immediate attention. Regular written summaries of the election in general and your campaign specifically. Ongoing consultation.



* Some images are for illustration only. Actual interface may differ.

Let’s get started


Give me a call and we’ll talk about me working to get you elected.
Roch Smith, Jr.

(336) 337-3619

From Tuesday, June 20 through Friday, June 23, my access to email will be limited and I may be slow to reply.