COMMUNITY FIRST MESSAGING

Winning Hearts and Minds Through Economic and Healthcare Advocacy in OH-13

In one of the most competitive and closely watched races of 2024, Spero Studio partnered with the DCCC to support Emilia Sykes’s re-election in Ohio’s 13th Congressional District. Facing significant challenges, including low turnout among key voter groups and high media costs in the Cleveland market, Sykes successfully secured a decisive victory, demonstrating the power of targeted messaging and robust digital outreach in a high-stakes race.

The Landscape

A Swing District with High Stakes

OH-13, a 51.4% DPI district in Northeastern Ohio, remains one of the nation’s most competitive battlegrounds. While leaning Democratic, the district’s demographics and geography present unique challenges:

  1. A majority-White district with a sizable Black population (12.4% in CVAP), concentrated primarily in urban areas.

  2. Black voters make up 36.2% of the urban electorate but only 10.6% of the district-wide electorate, reflecting the disparity in turnout rates.

  3. Suburban areas dominate the district (76.7%), requiring tailored outreach to diverse demographics.

The Challenge

Driving Turnout in a Costly Media Market

Winning OH-13 required a strategic focus on:

  • Boosting turnout among non-White and under-40 voters, especially in urban areas.

  • Overcoming the high costs of the Cleveland media market by leveraging robust digital efforts to amplify outreach.

With a closely watched Senate race drawing attention to Ohio, early and sustained paid media efforts were critical to ensuring victory.

Our Approach

Focused Turnout Messaging

Given Emilia Sykes’s strong name recognition and respect within the Black community, the campaign concentrated on mobilizing turnout rather than candidate introduction. Messaging emphasized economic and healthcare achievements, aligning Democratic policies with the needs of key demographics.

Key Themes:

  • Economic Strength: The "Keep Ohio Working" ad highlighted Democratic efforts to enforce trade regulations, improve wages, and ensure long-term job security for Ohio workers.

  • Healthcare Freedom: The "Comprehensive Care" ad focused on Democrats’ commitment to affordable prescriptions, access to reproductive healthcare, and quality medical services while contrasting these with Republican policies.

Sample Messaging:

  • “Keep Ohio Working” (30s): Showcased Democratic policies as the backbone of Ohio’s economic strength, resonating with suburban and working-class voters.

  • “Comprehensive Care” (30s): Addressed healthcare concerns, emphasizing Democrats’ protection of personal freedoms and access to essential care.

Media Strategy

Digital-First Approach

In light of the Cleveland market’s high costs, we prioritized a digital-first strategy to maximize reach and frequency among key voter groups:

  • Social Media Ads: Targeted non-White voters and younger demographics with tailored economic and healthcare narratives.

  • OTT/CTV Ads: Engaged urban voters and cord-cutters with high-frequency, issue-based content.

  • Localized Media: Focused resources on urban zip codes where nearly 60% of Black voters reside, ensuring robust visibility among this critical demographic.

The Results

Emilia Sykes secured a decisive victory in OH-13:

  • Victory Margin: Beat Republican Kevin Coughlin by nearly 10,000 votes, solidifying Democratic leadership in the district.

  • Turnout Success: Mobilized key constituencies, including urban Black voters and under-40 groups, overcoming Republican turnout advantages.