2022 D.C Attorney General Race
Brian For a Safer D.C. Campaign
Operating then as partner-in-charge of the Venable Law Firm’s D.C. office, Brian Schwalb entered the D.C. attorney general’s race in an effort to succeed his former partner and current attorney general, Karl Racine.
Schwalb would go on to face fellow Democrats Bruce Spiva, Ryan Jones, and Kenyan McDuffie — the latter who would be forced to drop out after a court ruling deeming him ineligible to run — in a primary race for the open-seat election. Mosaic Strategies Group would sign on with Schwalb’s campaign in March 2022 to provide branding, digital marketing and media buying services in advance of the election.
Through our team’s combined efforts, Schwalb would win the three-way primary election with 45% of the 119,942 residents who voted. He would later run unopposed in the District’s general election to secure the position.
Project Launch
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Looking to distinguish himself from his fellow Democratic challengers, Schwalb and his campaign team needed a platform they could use to solidify the candidate’s position on key issues affecting the District.
Our team worked with the Schwalb campaign to develop and distribute a 6-point plan addressing a major spike in crime within recent years. This 6-point plan — outlining Schwalb’s desired actions if elected AG — was distilled into web and ad copy that would form the foundation of Schwalb’s platform.
In need of a medium to promote his newly positioned platform and 6-point plan, our team registered the SaferDC.com domain and begun creation of a website that complemented the candidate’s messaging in an easy-to-remember URL.
I oversaw design of the SaferDC site and, at times, played a direct role in its design prior to development. Structured in a problem-solution format, the site would highlight the major problems affecting D.C. residents and offer Schwalb’s solutions and capabilities to address them.
I oversaw the deployment and management of over $30,000 in IP, geofencing and paid social ad spend, which would operate in tandem with the campaign’s ongoing traditional advertising initiatives (i.e. TV and mail).
Throughout the 3-month primary election period, our media buying efforts amassed 3.8 million impressions, over 400,000 unique engagements among D.C. residents and nearly 25,000 visits to Schwalb’s campaign websites — highlighting the SaferDC platform, 6-point plan and high-profile endorsements.
