Local business-consulting firm helped  two state House candidates craft their winning political messages

Cincinnati-based political consulting firm Seidewitz Group worked on the campaigns of John Carney (D-Dublin) and Connie Pillich (D-Montgomery), helping them research voters before buying media. Seidewitz Group uses business-marketing principles in political campaigns, vice president of political consulting Chris Seelbach said.

About 80 percent of Seidewitz Group’s work is creating brands for companies, Seelbach said, but that background informs how the firm handles political races. Before buying any mail or television for a candidate, the firm researches voters with polls, or interviews, to learn what message will persuade a majority to vote for a candidate.

“When you’re selling the Tide brand for instance is, who’s going to buy it and what is their daily life like?” Seelbach said. “And then you figure out the best way to sell that product. So that’s what we do on the political side. We figure out exactly who the voter is we need to target.”

Depending on a budget’s campaign, and the size of a community, a poll may be commissioned. However, Seelbach said the firm heads into local communities to gauge its demographics and concerns.  

Once the firm understands who the voters are, it then looks at the candidates to see how best to differentiate them and get their message out.

Seelbach said that despite the prominence of television advertising, direct-mail is far more important in state House races because it can be highly targeted.

“We’re talking about honing in on a soccer mom, making under $75,000, who may be a veteran. We can target that specific. If they know this fact about our candidate, then they’ll vote for our candidate,” Seelbach said. “With direct mail you can be so specific with your message that it makes much more sense.”

Targeting is limited on TV, and as a result requires a more general message, Seelbach said.

Seelbach said Pillich’s race was made somewhat easier by state Rep. Jim Raussen (R-Springdale) accepting a job offer from Gov. Ted Strickland, but that she could have beat him this year if he stayed.

“I think that Connie could have beaten Raussen if he still was the incumbent today, given her bio, the fact that she ran two years ago and almost won the first time she ever ran before,” Seelbach said.