Data Driven Strategy
Fairfax Victory 2011
Problem: In 2011 my boss, Fairfax County Board of Supervisors Chair Sharon Bulova, was up for re-election. She represents the largest county in America, more populous than 6 states. Also up for re-election were every other Board member, School Board members, State Senators, and State Delegates. These districts all overlap and the Democratic Party of Virginia did not have the capacity to coordinate the campaigns to most effectively organize voters and turn out voters.
Opportunity: Absent state party leadership we were able to play a leadership role by organizing a coordinated field program ensuring that our candidates would be returned to their positions and minimizing the opportunity for candidates to campaign at cross-purposes.
Strategy: Position Chariman Bulova as the "top of the ticket" elected and fund a Countywide GOTV effort to benefit all candidates on the ballot. Dilute the cost of the effort by having participating campaigns and caucuses pay for a portion of the program.
Impact: We contacted 82,276 voters in the final two weeks before the election resulting in 26,709 more ballots cast than projected, a larger margin of victory in the Chairman's race than her predecessor, retention of all seats on the Board, House of Delegates, and State Senate, and a clean sweep of the School Board elections.
Rebranding East Coast
Problem: The food truck manufacturing business highlighted in the operations section had a branding problem. The existing brand East Coast Custom Coaches was limited in that it only conveyed to customers that they would get a kitchen on a truck.
Opportuinty: Through discovery and customer surveys we realized that our customers were looking for a turn-key business which meant more services and support beyond just a kitchen.
Strategy: Rebrand East Coast and expand the product offerings to position it as a comprehensive support platform for Food Truck enterprises with a suite of services that customers could select to serve SMB clients and Enterprise operations alike.
Impact: The rebranded business East Coast Mobile Business Launchpad, was a huge success. We achieved national recognition in the industry and were profiled on MSNBC for our approach. Sales doubled year over year. We attracted more Enterprise clients: US Navy, Sweet Frog, Grub Burger Bar, US AirForce, Compass Group, Guest Services and more.