Adrian partnered with Matters of State Strategies to develop campaign messaging that would highlight the main issues of his platform: protecting voting by mail, opposing extremism in politics, debunking The Big Lie, and fighting for democracy. The approach was deliberately centrist—targeting moderate Republicans and Independents in an effort to sway this large segment. That’s because, in Arizona, statewide Democratic candidates begin general elections at a significant voter registration disadvantage. Polling and survey data told us that in order to prevail, Fontes needed to gain at least 10% of likely Republican voters, and carry north of 35% of likely Independent voters while holding his Democratic base. 

That same data also indicated that in order to garner support from Independents and Republicans, a message focused on patriotism, constitutional norms, and integrity would be key. Matters of State Strategies developed primary campaign messaging that touted Adrian’s experience, pragmatism, honorable military career, and role as a proud father—then created a second, offshoot campaign that outlined Finchem’s anti-democratic rhetoric to drive home the point that he was dangerous for Arizona. Additionally, we used direct-to-camera testimonials from prominent conservative leaders in Arizona such as Former Maricopa County Recorder Rick Romley and former United States Attorney for Arizona Paul Charlton, who endorsed Adrian Fontes over his Republican opponent. 

The efforts were extremely detailed and far-reaching, including elements such as television and radio ads, YouTube videos, Programmatic video, display, and native ads, sponsored social media posts, Google search ads, and more. To support these campaigns, Matters of State Strategies put together a digital media recommendation to complement the planned television (English & Spanish), radio (English & Spanish), and out-of-home buys.

•  Event release
• Long-lead media
• Event calendars
• Media relations
• TV
• Press managemen