THE STEEL STRATEGY:

How Economic Messaging Secured Victory in IN-01

In one of the most competitive congressional races of 2024, Spero Studio partnered with the DCCC to secure a critical victory for Rep. Frank Mrvan in Indiana’s 1st Congressional District. Through sophisticated targeting and culturally resonant messaging, we helped ensure his reelection despite significant challenges, including declining Black turnout and falling support among key demographics.

The Landscape

A District at a Crossroads

IN-01, located in Northwest Indiana, is a district with a strong Democratic history but growing electoral challenges. Black voters, who comprise 18% of the voting population, have historically been one of the most reliable Democratic constituencies. However, recent trends show a sharp decline in turnout and diminishing support:

  • Black turnout fell from 35.5% in 2016 to 8.5% in 2022.

  • Black voters were 11.1% of the electorate in 2022, despite being 18% of the voting-age population.

  • Support for Rep. Mrvan among Black voters declined from 93% in 2020 to 86% in 2022, with a target of 89% needed for victory in 2024.

The Challenge

Engaging and Persuading a Declining Base

Black voters in IN-01 were both the most Democratic-leaning and the least engaged demographic. Rebuilding trust and re-energizing this critical voting bloc was essential to Rep. Mrvan’s path to victory. Additionally, 75% of Black voters live in northern Lake County, creating an opportunity for geographically focused outreach.

Our Approach

Culturally Resonant Messaging

We crafted a campaign that directly addressed the concerns of Black voters in IN-01, emphasizing economic development, community investments, and Democratic values. Messaging highlighted tangible benefits that Rep. Mrvan’s leadership brought to the district, using storytelling to connect with lived experiences.

Key Themes:

  • Economic Development: "Follow the Money" ads showcased investments in steel mills, infrastructure, and local businesses, emphasizing the return of tax dollars to the community.

  • Community Foundations: Ads like “Steel” highlighted the enduring reliability of Democratic policies in supporting local industries and job creation.

  • Future Investments: The “Investing in Our Futures” campaign underscored Democrats’ commitment to infrastructure, safety, and quality of life.

Media Strategy

Meeting Voters Where They Are

We employed a multi-platform approach to ensure high engagement:

  • OTT/CTV Platforms: Targeted cord-cutters and streaming audiences with high-frequency placements.

  • Radio and Streaming Audio: Reached commuters and on-the-go voters during peak hours.

  • Social Media and Digital Out-of-Home: Engaged voters with compelling visuals and concise messaging.

  • Real-Time Optimization

  • Data-driven adjustments to media placements and messaging ensured optimal impact, informed by close collaboration with pollsters and media buyers.

The Results

Rep. Frank Mrvan achieved a decisive victory in IN-01 with 54% of the vote and a 27,000-vote lead, proving the effectiveness of culturally tailored and geographically focused outreach. Our campaign not only reversed declining Black support but also reinvigorated turnout among key demographics.

By prioritizing economic narratives and addressing the unique needs of Black voters in IN-01, we delivered a winning strategy that secured Democratic leadership in a key district.