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Last Play
Tied game, just a few days on the clock
16 days left in the game: we are tied,
and the playbook is limited

                             T h e r e ’s t h e g
                                                  ame…. how
                             do we talk to
                                                   them?

                                The playbook:
                                   TV   N o ca p a c it y
                                   Doors V o lu
                                                n te e r s
                                         ta p p e d
                                   Phones C o n g
                                                  e s te d
                                   Mail
                                       ? ??
                                   Internet ???
You can still get mail and internet ads to
people, but...


                            Which g
    What Hook?                      raphics         Which
                                            ?             t ?
                                                    f a camsac
                                                      Ob      are Fine
                                                        ObamacareFines
  The Obama presidency                                                s
   has failed!
                                                                     Plan
                                                    Obama’s Economic Plan

                                                +
This is not what America
                                                    Obama’s Economic

                            +
signed up for!
  Fact                                                You Didn’t Build That
                                                      You Didn’t Build That
  Check:
              er off than
  Are you bett                                         One—term Ob
                r years                                One—term Ob ma
                                                                  a ma
   you were fou                                                    a
           ago?
                                                                       crease
America can’t afford four                           $494 billion Tax In crease
                                                    $494 billion Tax In
more years!

 This is not wh
                at we                                NationallDebt Increase
                                                     Nationa Debt Increase
 HOPEd for…



 .. how do we know if our design will make a
Has the sure thing.
In early October, Gridiron worked with Vlytics to
design the winning play

  1 We assembled a panel          2 We assembled every message,
                                      photo, and hook line out there
                                                   The Oba
                                                          ma presid
                                                        has faile   ency
                                    One—term Ob
                                     One—term Ob a               d!
                                                am
                                                 am      a
                                                                          Obamacare Fines
                                                                           Obamacare Fines
                                    This is not what America
                                          signed up for!


                                                                              Plan         Fact
                                                             Obama’s Economic Plan
                                                              Obama’s Economic            Check:
       Targeted people…
       -Light leaners & pure
                                                er off
       undecideds                  Are you bett
                                  than you w ere four
                                       years ago?
                                   You Didn’t Build That
       ..in the targeted            You Didn’t Build That

       battlegrounds                                   t we                               rease
                                        This is not wha               $494 billionnTaxxInc rease
                                                                       $494 billio Ta Inc
       -OH, FL, VA, NV, CO, WI…            HOP   Ed for…
                                                                         America can’t afford four
                                                                               more years!
                                                                     National lDebttIncreasee
                                                                      Nationa Deb Increas



                                  3 And then… we had our target
                                      audience put all of our ideas to
                                      the test.
Using a scientific choice-driven process, we
had our undecideds test-run all possible designs…



                  Each of our participants
                    was asked to choose
                  between pairs of designs        Pair-choice 1
                  they found most likely to
                   change opinion against
                       Barack Obama
                                                  Pair-choice 2

                   Across all our participants
                  and all of their choices: all
                  of our taglines, photos, and    Pair-choice 3
                    fact sets were tested….



                                                  Pair-choice 4
… and their choices resulted in final designs and
groups of preferences within the undecided pool.


  …as our panelists choose their preferences,         ….and as more panelists helped them refine
 between pairs, they were helping us determine        their choices, we arrived at the best designs
 winning traits from all the possible tags, photos,     for various clusters of undecided voters
          and facts we showed them….


                                                                1
                                                                                          3




                                                                           2
The result: we can provide you the best design to
appeal to your undecided universe


               •Four major groups of distinct preferences in design emerged,
                representing 4 groups of opinion within the undecided voter pool



               •The major opinion groups vary in size
               -Group 1 and its design preferences represented   29% of the undecided pool
               -Group 2 and its design preferences represented   29% of the undecided pool
               -Group 3 and its design preferences represented   22% of the undecided pool
               -Group 4 and its design preferences represented   18% of the undecided pool



               •A design that appeals to one group does not necessarily appeal to
               the other



               •With more information about your target undecideds, we can help
               you select the design that appeals to the maximum number of
               undecideds
If you want maximum impact, we can launch a
battery of pieces to appeal to more undecideds.

                      % of undecided universe that
                           design appeals to:


                                 29%
                 +                 +

                                 29%
                 +                 +

                                 22%

                 80% of undecideds
             =   received an appealing design
Only a few days left in the game….


                                 It’s time
                                 to make
                                  a call.
                                Chris Faulkner
                        chris@gridironcommunications.com
                               Austin James
                       Austin@gridironcommunications.com

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Gridiron obama visual image testing

  • 1. Last Play Tied game, just a few days on the clock
  • 2. 16 days left in the game: we are tied, and the playbook is limited T h e r e ’s t h e g ame…. how do we talk to them? The playbook: TV N o ca p a c it y Doors V o lu n te e r s ta p p e d Phones C o n g e s te d Mail ? ?? Internet ???
  • 3. You can still get mail and internet ads to people, but... Which g What Hook? raphics Which ? t ? f a camsac Ob are Fine ObamacareFines The Obama presidency s has failed! Plan Obama’s Economic Plan + This is not what America Obama’s Economic + signed up for! Fact You Didn’t Build That You Didn’t Build That Check: er off than Are you bett One—term Ob r years One—term Ob ma a ma you were fou a ago? crease America can’t afford four $494 billion Tax In crease $494 billion Tax In more years! This is not wh at we NationallDebt Increase Nationa Debt Increase HOPEd for… .. how do we know if our design will make a
  • 4. Has the sure thing.
  • 5. In early October, Gridiron worked with Vlytics to design the winning play 1 We assembled a panel 2 We assembled every message, photo, and hook line out there The Oba ma presid has faile ency One—term Ob One—term Ob a d! am am a Obamacare Fines Obamacare Fines This is not what America signed up for! Plan Fact Obama’s Economic Plan Obama’s Economic Check: Targeted people… -Light leaners & pure er off undecideds Are you bett than you w ere four years ago? You Didn’t Build That ..in the targeted You Didn’t Build That battlegrounds t we rease This is not wha $494 billionnTaxxInc rease $494 billio Ta Inc -OH, FL, VA, NV, CO, WI… HOP Ed for… America can’t afford four more years! National lDebttIncreasee Nationa Deb Increas 3 And then… we had our target audience put all of our ideas to the test.
  • 6. Using a scientific choice-driven process, we had our undecideds test-run all possible designs… Each of our participants was asked to choose between pairs of designs Pair-choice 1 they found most likely to change opinion against Barack Obama Pair-choice 2 Across all our participants and all of their choices: all of our taglines, photos, and Pair-choice 3 fact sets were tested…. Pair-choice 4
  • 7. … and their choices resulted in final designs and groups of preferences within the undecided pool. …as our panelists choose their preferences, ….and as more panelists helped them refine between pairs, they were helping us determine their choices, we arrived at the best designs winning traits from all the possible tags, photos, for various clusters of undecided voters and facts we showed them…. 1 3 2
  • 8. The result: we can provide you the best design to appeal to your undecided universe •Four major groups of distinct preferences in design emerged, representing 4 groups of opinion within the undecided voter pool •The major opinion groups vary in size -Group 1 and its design preferences represented 29% of the undecided pool -Group 2 and its design preferences represented 29% of the undecided pool -Group 3 and its design preferences represented 22% of the undecided pool -Group 4 and its design preferences represented 18% of the undecided pool •A design that appeals to one group does not necessarily appeal to the other •With more information about your target undecideds, we can help you select the design that appeals to the maximum number of undecideds
  • 9. If you want maximum impact, we can launch a battery of pieces to appeal to more undecideds. % of undecided universe that design appeals to: 29% + + 29% + + 22% 80% of undecideds = received an appealing design
  • 10. Only a few days left in the game…. It’s time to make a call. Chris Faulkner chris@gridironcommunications.com Austin James Austin@gridironcommunications.com