Case Study

Case Study - Roland Barrera

Roland Barrera

Corpus Christi City Council, District 3

Cycle: 2020 General
Incumbent: Yes
Contested: Yes – 1 Opponent

In 2020, Councilman Roland Barrera concluded his first 2-year term, and came with a large list of accomplishments, which are good to build positive Name I.D. His opponent, Herbert Rubio, is the husband of a former District 3 Councilwoman, thus we knew we would have to compete an organized effort. Due to COVID-19, Councilman Barrera could not canvass door-to-door, which was the foundation of this winning strategy in 2018.

The focus of this campaign was to solidify voter turnout among Councilman Barrera’s supporters, build Name I.D. with new potential voters, and increase persuasion campaigns to voters in precincts where we projected his opponent would do well.

Digital Marketing

In partnership with YellowFin Digital, we ran digital print & video ads on Facebook, Google, and YouTube to reach out to potential new voters who are less likely to receive election mail. Cumulatively, the ads consistently reached around 30,000 voters a week within District 3.

Targeted Mail

Used mail to reiterate the campaign message to mail-in voters & 65+ voters who traditionally vote early or by mail, thus are more likely to receive mail and be affected by the mailer.


Directly contacted voters during the COVID-19 pandemic through the use of large virtual & in-person phonebanks with volunteers, members of endorsing organizations (e.g. C.C. Firefighter’s Association), and paid callers. Overall, the campaign made over 12,000 calls to voting households in District 3. The data we gained from these calls were used to create our GOTV strategy.



Choice Absentee Voting Early Voting Election Day Voting Total
Herbert Rubio 67731.55% 3,206 33.19% 733 36.47% 4,616 33.41%
Roland Barrera 1,46968.45% 6,454 66.81% 1,277 63.53% 9,200 66.59%
2,146100.00% 9,660 100.00% 2,010 100.00% 13,816 100.00%

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