2010 CT-Gov: Dan Malloy

Overview

In 2010, former Stamford Mayor Dan Malloy hired SKDKnickerbocker for his long-shot campaign to become Governor of Connecticut. SKDK  wrote and produced television advertising and award-winning direct mail which helped  elect  Malloy as the first Democrat elected Governor of Connecticut in two decades.

Uphill Primary Battle

Many considered Malloy’s chances of winning the Democratic Primary extremely low as he trailed the 2006 Democratic nominee for Senate, Ned Lamont, by 20 points in public polling.

In order to beat the well-known, well-financed Lamont, SKDK knew that Malloy needed a positive message, a sharp contrast, and a targeted and effective direct mail campaign.  By highlighting Malloy’s blue-collar roots and his experience as Mayor of Stamford, the campaign was able to dramatically close the gap even while getting outspent.  In the final weeks, the campaign informed voters about the differences between Malloy’s values and track-record and that of his opponent.

This distinction proved determinative.  Despite being outspent nearly 4 to 1, Malloy won the Democratic Primary by 14% in what was called a “stunning comeback” by the Connecticut Post.

Remarkable General Election Victory

In the General Election, Malloy faced self-financed, former Ambassador Republican Tom Foley. SKDK produced ads that showed Malloy to be a fiscally moderate Democrat with Connecticut values, as well as hard-hitting ads that undermined Foley’s accomplishments.  In addition, SKDK crafted a highly-targeted direct mail campaign that amplified the TV message among Independents and key swing targets.

In one of the closest statewide elections in recent memory, Dan Malloy was elected Governor by less than one-half of a percent after being outspent 2 to 1  — and despite the national Republican wave.