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Report: Marco Rubio boosted by early underdog status and belief in digital

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Must-read article from ClickZ:

“When this campaign began we did not have the institutional advantages from being supported by the party, which forced us to be far more proactive and willing to invest in our own infrastructure development,” said Targeted Victory Partner Zac Moffatt. “As such, it caused the campaign to develop on an accelerated schedule.”

“Last summer, all the Republican Party infrastructure in place in the state would have been going to Charlie Crist. We had to do digital to take it to a larger audience,” added Targeted Victory Partner Michael Beach.

Lots of campaigns claim to be integrated when it comes to incorporating digital media efforts into the overall strategy. But integration can take on a variety of forms. Beach and Moffatt say they have been on daily calls with Rubio campaign staff every morning for the past several months, going over the candidate’s schedule, and the day’s messaging strategy. Most digital consulting firms would not be given such preferred status by the campaign team. They also collaborate on ad messaging and media decisions with campaign staff, and ensure both online and offline data is used to inform efforts on all media channels.

Peter Schorsch is the President of Extensive Enterprises and is the publisher of some of Florida’s most influential new media websites, including,,, and Sunburn, the morning read of what’s hot in Florida politics. SaintPetersBlog has for three years running been ranked by the Washington Post as the best state-based blog in Florida. In addition to his publishing efforts, Peter is a political consultant to several of the state’s largest governmental affairs and public relations firms. Peter lives in St. Petersburg with his wife, Michelle, and their daughter, Ella.

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