john bell 2017 CAMPAIGN: Ushering in a new way of looking at elecorates

Our approach focused on the district’s “swingy” nature. Voter universes were segmented to deliver issue-specific appeals, with the overall goal of building a broad coalition to secure victory. There was growing enthusiasm on the Democratic side for us to tap into, as well as a strong centrist message to keep our Independents. While we didn’t expect to win many in the lean-Republican group, we negated their vote by letting them know Bell is not their enemy and his opponent was too extreme and risky. 

This district spanned parts of Loudoun and northern Prince William Counties, including Sterling and Ashburn. It is a purple district trending Democratic. Our strategy targeted likely voters and low-turnout Democrats, prioritizing Independents and strong Democrats while using tailored messaging to engage lean-Republicans and less consistent Democrats.

We activated disengaged Democrats, persuaded Independents, and blunted support among lean-Republicans for our opposition. Messaging was tailored to each group—centering healthcare, women’s rights, and gun safety for Democratic targets, while emphasizing fiscal responsibility and community values for Independents and moderates. This dual approach built enthusiasm among the Democratic base while maintaining credibility with swing voters, positioning our candidate as both principled and pragmatic.

Our mail plan contrasted the candidates sharply. Our opponent supported banning birth control, invasive medical procedures, defunding Planned Parenthood, and opposed commonsense gun safety laws—aligning closely with Trump’s agenda. He was portrayed as a risk families couldn’t afford.

In contrast, Delegate Bell’s message highlighted his service as a veteran and record as Delegate. He worked to protect healthcare, women’s rights, and promote responsible gun safety, while respecting taxpayers’ dollars—showing he fights for what’s right and for his community.

The district was competitive and a growing Democratic-leaning district. The strategy focused on energizing low-turnout Democrats, persuading Independents, and softening lean-Republican support. Messaging highlighted Delegate Bell’s service, commonsense solutions, and advocacy for healthcare, women’s rights, and gun safety, while framing his opposition as extreme and risky. Targeted outreach segmented voters by party and turnout to maximize engagement and build a winning coalition.

Defending Delegate John Bell’s seat in 2017 was a proud achievement, but the real breakthrough was our ability to identify and engage underperforming Democratic voters who were expected to stay home. By reaching them directly and early, we activated turnout at unprecedented levels. Since then, the district—once a battleground with decades of mixed results—has delivered consistent wins for Democrats year after year.