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Case Study: Mayor-President Kip Holden
Home » Specialties » Political Campaigns » Case Study: Mayor-President Kip Holden

The Challenge:

In 2004, after two decades of public service Louisiana State Senator Melvin “Kip” Holden entered the race for Mayor-President against incumbent Bobby Simpson to change the direction of East Baton Rouge Parish.

Holden faced the distinct challenge of being a progressive African-American candidate in a city that had never elected a black Mayor-President and gave then President George W. Bush 54% of the vote that same year. The Holden campaign faced an uphill battle of differentiating its candidate as the choice with vision for Baton Rouge’s future.

The Solution:

Marmillion/Gray developed the campaign’s media, graphics, and videos to illustrate a vision of Baton Rouge’s future that only Kip Holden could secure. Commercial advertisements, social media, and community organizers were all employed efficiently to promote Holden’s record rather than focusing on demographics. By focusing the campaign on education, crime and traffic to align with poll results demonstrating the public was highly impacted by those issues, Kip Holden gained significant support from the electorate.

The Result:

Kip Holden was elected the next President-Mayor of East Baton Rouge Parish on November 3, 2004 with 54% of the vote. His approval ratings during his term consistently ranked at more than 80% and he was overwhelmingly re-elected to a second term.

During his re-election campaign the Baton Rouge Business Journal reported Mayor-President Holden’s decisive advantages such as a $400,000 campaign fund, high approval ratings and “the experienced campaign team of Marmillion/Gray advising him and producing his media.”

Services Provided:

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Ad Development and Placement
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Campaign/Message Development
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Video/Audio Production