Ayanna Pressley

Ayanna Pressley challenges the status quo to become Massachusetts’ first Black Congresswoman.

Boston City Councilor Ayanna Pressley was told she couldn’t win a race against a 20-year incumbent congressman and that she should just wait her turn. However, as Ayanna poignantly said in a campaign that became a movement, “Change Can’t Wait.”

With years of experience in urban districts and a record of winning tough primaries nationwide, Deliver Strategies put together a mail strategy that was unique in terms of both creative execution and efficient, effective targeting. We knew that we would need to turn out “unlikely” and new voters, as well as wisely cut out voters who were more likely to have a strong affinity for the incumbent congressman. Most importantly, we had to take the passion and authenticity of our candidate and turn it into effective, persuasive mail.

Our 6-piece mail plan had to a) convey the uniqueness of Ayanna herself and b) convey that this was an atypical movement for change. In the end, we won by a surprising 17-point margin.