Cheri Heflin and Company

Situation

As one of four county-wide referendums to legalize table games, Kanawha County’s (WV) election was expected to be very close. A postponed election date gave the opposition even more time to mobilize.

Polls showed Tri-State Racetrack and Gaming Center in a dead-heat for voter approval to construct a $250 million expansion, and bring 1,000 new jobs to the area. Quantitative polling showed that a majority of 18-to-40-year old voters were excited about the economic development and entertainment opportunities.  How could Tri-State translate excitement into votes among this audience with a historically low turn-out?

Strategy

Ms. Heflin had worked with Tri-State and its election consultants to conduct focus groups testing voter response to strategic messages. Using this voter knowledge, Cheri Heflin & Company developed messages appealing to younger voters. The key was using mediums that target these younger voters: The internet's penetration with the audience made new media channels integral to success. The result was an increased turn-out among young voters, and Tri-State Racetrack and Gaming Center’s victory in one of the closest elections in West Virginia’s history.