When Data Became Strategy:

The Reelection of President Santos

!"# %&'& ()*(+!'* ',&)*-",./%
& 0&.1&(+) &)% & )&'(") () 23 %&4*
&56578 932:
!
"
#
$
%
&
'

)
*
"
+
,
"
-

.
&
#
/
&
$
,
&;<58 8=> &58=<?7
Pete rodnitz @7 A BA?8C>? A8
D>C>C7<C *8?A8>6E +?<5BF G>AH@C6
he frms Washingon, D.C. ofce, and
=A7 ;>>C A 7>C@<? AHI@7>? 8< 1?>7@H>C8
Sanos since 009. For over weny
E>A?7F 1>8> =A7 7>?I>H A7 AC AHI@7>?
o corporaions and poliical leaders
a all levels in four coninens, including numerous Forune
S00 companies, 13 prime minisers and presidens, and
leading nonprof groups and insiuions.
Named "Pollser of he Year by he American Associaion
of Poliical Consulans, Pee has served as he chief
pollser and senior adviser o fve U.S. senaors since 00o,
including Tim Kaine Virginia) and Mazie Hirono Hawaii).
ln 01, Pee was a senior adviser and lead pollser o he
campaign of Presiden Danilo Medina of he Dominican
Republic, promping he Dominican leader o sae, "l mus
recognize ha my success would no have been possible
wihou he polling and sraegy developed by Pee
Brodniz and he grea eam a Benenson Sraegy Croup.
Their in-deph analysis and recommendaions played a
pivoal role in implemening key seps ha allowed us o
come from behind and win he presidency
of he Republic.
Pees poliical experise is complemened wih exensive
experience working wih major corporaions, including
Microsof, Procor & Camble, and ESPN, o provide
successful consumer argeing, markeing, social policy,
and brand communicaion sraegies.
Toms ConzIez was he research
direcor of he presidenial campaigns
<J K5AC .AC5>G *AC8<7 @C 9323
and 01/, and a public opinion and
communicaions adviser o he
presiden in 013. He has over 1S
years of experience in boh he public
and privae secors. ln he public secor, his posiions
include economic adviser o he presiden from 1999 o
000, depuy direcor of he Minisry of Economic Planning
DNP) from 000 o 00 and vice miniser of mines and
energy from 010 o 013. He worked for BP Colombia
where he was in charge of managing he operaions
economic and poliical risks, and was a founding parner
of Conneca SAS, he frm ha did he all he feldwork for
sraegic polling and he qualiaive research for Presiden
Sanoss wo successful campaigns.
He has been a member of he Council of Minisers, echnical
secreary of he Naional Council for Economic and Social
Policy CDNPES) and a member of he board of direcors of
various public and privae organisaions. He has augh a
he Universiy of London and Universidad de Los Andes,
and wrien numerous policy documens and research
papers. Dr. Conzalez is an economis from Universidad
de los Andes and holds a PhD in Economics from he
Universiy of London.
Pete rodnitz
pbrodniz_bsgco.com
0.339.o0o0
Toms ConzIez
omasge_me.com
S1.o9.3/3
bsgco.com L 1A6> 9 <J 2M
enenson 5trategy Croup
1901 Pennsylvania Avenue NW
*5@8> 2333
Washingon, DC 000o
0.339.o0o0
0<C8>C87
bsgco.com L Page 3 of 1S
KEY PDlNTS .................................................................................................................................... :
lNTRDDUCTlDN ............................................................................................................................... M
A LDSS lN THE FlRST RDUND ......................................................................................................... o
WHAT THE DATA SHDWED AFTER THE MAY S LDSS .................................................................... 3
%&'& ()*(+!'* D/0"./ *',&'/+4N %/D&'/* ............................................................................23
DATA lNSlCHTS BECDME STRATECY. ADVERTlSlNC .....................................................................29
RESULTS. A 10PDlNT SHlFT lN 10 DAYS ......................................................................................13
ABDUT BENENSDN STRATECY CRDUP .........................................................................................2M
bsgco.com L 1A6> : <J 2M
Key Poins
Dn June 1S, Colombian presiden Juan Manuel Sanos became he
frs incumben Lain American head of sae in recen memory
o win reelecion afer losing in he frs round-achieving a
remarkable 10-poin urnaround in jus 10 days June S-1S).
Presiden Sanoss campaign used innovaive research o develop
a sophisicaed communicaion sraegy ha. ariculaed he
benefs of ending he half-cenury confic wih he FARC raher
han jus informing voers ha he was working on i, elucidaed
ha Mr. Zuluaga was for war while Presiden Sanos was for
peace, informed voers of Presiden Sanoss achievemens
which were largely unknown, and creaed a clear conras wih Mr.
Zuluaga on economic issues.
When he Sanos campaign implemened is new sraegy on
June S, Mr. Zuluagas lead and his advanage on economic issues
collapsed according o inernal polling daa, a siuaion ha
coninued hrough elecion day.
lnroducion
While much of he media coverage has porrayed he Colombian presidenial elecion as a referendum on he
peace process, he unold sory of he 01/ Colombian elecion is he role ha daa played in informing he
campaigns fnal communicaion sraegy- ariculaing he benefs of peace, informing voers of Presiden
Sanoss achievemens, and addressing voers economic aspiraions-ha allowed Presiden Sanos o go from a
four-poin defci in he polls o a convincing six-poin win in jus 10 days.
Despie a successful frs erm in ofce and peace alks wih he FARC ha were suppored by a majoriy of
Colombian voers, polls showed a close presidenial race for Presiden Juan Manuel Sanos. Then, in he mids of a
scandal involving a op campaign operaive, he Colombian leader sufered a defea in he frs round of voes o
!"#$#%&' Dscar lvan Zuluaga. Sung by he loss on May S, he Sanos campaign began conducing research o fnd
a pahway forward.
The daa clearly indicaed ha a new approach was needed o win. While ariculaing he benefs of peace wih
he FARC allowed Presiden Sanos o surpass /0 percen in he polls in he race for he frs ime, he presiden
coninued o rail Mr. Zuluaga by four poins as of June /. Following research recommendaions, beginning June
S, he Sanos campaign began broadening is message o emphasize he presidens accomplishmens, which
research revealed were largely unknown bu popular when voers were informed of hem, and drawing sharp
conrass wih Mr. Zuluaga on economic and social issues. The campaign also sharpened is message on peace
by assering ha Mr. Zuluaga was for war raher han peace. Upon adoping his new sraegy, he momenum
shifed in Presiden Sanoss favor and culminaed wih an hisoric vicory on June 1S.
This is the story of the strategy that made it possibIe.
bsgco.com L 1A6> M <J 2M
!
"
#
$
%
&
'

)
*
+
,
"
-
$
&
)
.
/
&
+
,
&
0
%
"
1


2


3
4
"
,
"
5
$
*
-
4
&
$
'

6
*
1
-
*
.
5
+
-@?78 ,<5CH ,>75G87
A Loss ln The Firs Round
ln March 01/, he Sanos campaigns polling showed ha
while Sanos led his opponens, his suppor was less han
/0 percen, a dangerous place for any incumben. Presiden
Sanos had buil a srong record, including a growing
economy, a decrease in violen crime, popular housing and
child immunizaion programs, and his bold peace alks wih
he FARC, bu he public knew lile of any of his excep for
he peace alks. Due o problems wihin he campaign, he
Sanos eam was warned in lae March by Pee Brodniz,
A BA?8C>? A8 D>C>C7<C *8?A8>6E +?<5B ACH 7>C@<? *AC8<7
campaign sraegis, ha hey were "in danger of losing o
a compeen opponen. While he campaign was becoming
well organized under he leadership of Robero Prieo, i had
rouble agreeing on a message.
As expeced, beginning in April, he race began o ighen for
wo reasons.
Mr. Zuluaga was blurring he diference beween he
candidaes on he issue of peace. The year before he
elecion he repeaedly said and wroe ha here should
be no negoiaions wih he FARC. Bu now Mr. Zuluaga
had gone so far as o air one ad in which a woman
released peace doves o show his commimen o peace
and anoher in which Mr. Zuluaga described himself as
"a man of peace. We knew from focus groups, which
were led by he Sanos campaigns research direcor,
Tomas Conzalez, ha people fel he benefs ha
could come from peace were a compelling reason
o voe for he presiden, bu laer we also saw ha
Zuluaga was raising doubs abou which candidae was
mos likely o secure a peace agreemen.
The Colombian people, while supporive of he peace
alks, would consisenly say ha hey were more
concerned abou economic issues and incidens of
sree crime, such as mobile phone hef. lnernal
polling also consisenly showed ha here was a
signifcan public appeie among voers for learning
more abou he presidens record and his plan o
ensure ha all Colombians had an opporuniy o enjoy
he benefs of he counrys growing economy.
0scar Ivn ZuIuaga
Democraic Cener
9.S%
Juan ManueI 5antos
Social Pary of Naional Uniy
S.o9%
Marta Luca Pamrez
Colombian Conservaive Pary
1S.S%
CIara Lpez 0bregn
Alernaive Democraic Pole
1S.3%
Enrique PeaIosa
Colombian Creen Pary
3.3%
bsgco.com L Page o of 1S
Source. Colombian Naional Regisry
Campaign Dperaive Scandal Broke
Mr. Zuluaga Cains Momenum
Amid Confusion
*AC8<7
Zuluaga
Firs Round Tracking Daa
A series of disrupions occurred lae in he frs round of he elecion. Firs, a op Sanos campaign operaive
became he subjec of a scandal based on false allegaions and decided o resign in he bes ineres of he
campaign. Then, Mr. Zuluaga became embroiled in a conroversy when auhoriies arresed one of his own
campaign operaives for allegedly conducing illegal surveillance inended o disrup he peace process. Finally,
Mr. Zuluagas campaign accused Presiden Sanos of acceping ained money in a previous campaign an
accusaion hey laer admied was baseless). The impac of he emporary focus on scandals was ha voers
could no sor ou who was he mos o blame, and he momenum Zuluaga had begun o enjoy coninued.
The Sanos campaign found iself a a compeiive disadvanage leading up o he frs round of voes because
i had approximaely 30 percen less money for ads han he oher candidaes due o elecion laws providing
for higher spending limis for challengers han for an incumben presiden. As a resul, he Zuluaga campaign
had begun airing ads for an enire monh before he Sanos eam wen on air. ln fac, he Sanos campaign was
behind Mr. Zuluaga in ad spending for almos all of he frs round. Jus as imporan, however, was ha when
he Sanos campaign did air elevision ads, hey were no as efecive as Mr. Zuluagas according o inernal
research daa.
Dn May S, wha was already an uncomforable, narrow four-poin lead a he ime he scandal broke became a
four-poin loss o Dscar lvan Zuluaga in he frs round of voes.
A Loss ln The Firs Round
bsgco.com L 1A6> O <J 2M
!
"
#
$
%
&
'

)
*
+


,


+
-
"
.
"
/
$
0
1
-
&
$
'

2
#
3
4
4
&
$
5
"

6
&
/
0
$
3
0
Source. lnernal Poll
bsgco.com L Page 3 of 1S
Wha he Daa Showed Afer he May S Loss
lmmediaely following he loss, he Sanos campaign
conduced research o deermine he causes of is defea
on May S and o fnd a pahway forward. The sudy, which
was led by Brodniz, inerviewed 1,S00 Colombian voers and
deermined various ways ha he campaign could be framed
in is fnal weeks.
The campaign received is daa back on he evening of June
/, and Brodniz began analyzing i immediaely. l was clear
ha he campaigns focus on he benefs of peace had
helped srenghen he presidens sanding signifcanly, bu
Presiden Sanos coninued o rail Mr. Zuluaga by four poins.
While Colombians srongly suppored he presidens peace
program, i was becoming increasingly difcul o defea Mr.
Zuluaga on he basis of ha issue alone because Mr. Zuluaga
had changed his posiion. The Sanos campaign looked a
seven possible ways o describe he diference beween
he approaches being ofered by he wo candidaes o see
which of hese conrass creaed he sronges advanage for
Presiden Sanos. Df he seven, one was a clear conras on
peace ha focused on he fac ha Sanos suppored peace
alks and Zuluaga planned o suspend hem. Focusing solely
on he benefs of peace had produced imporan dividends
bu was no longer he sronges approach because voers
were no sure which candidaes policies would lead o peace.
This conras would answer ha quesion for voers. The oher
wo sronges conrass were no on peace, hey were on
economic issues ha unil his poin had been largely ignored
in he campaign.
Specifcally.
When ofered a choice beween he presidens approach
o improving he economy hrough measures such
as increasing he minimum wage and Mr. Zuluagas
approach, which focused on increasing corporae profs,
undecided voers preferred he Sanos approach by a
- poin margin,
When asked if hey preferred Sanoss suppor for
housing he poor or Mr. Zuluagas posiion ha i was
wrong o give housing o he poor for free, undecided
voers preferred Sanoss posiion by a 3/-poin margin,
When given a choice beween coninuing peace alks or
suspending hem as Mr. Zuluaga proposed), undecided
voers preferred Presiden Sanoss approach by a
30-poin margin.
Prioriies of Colombian Voers
!"#$#%& ()*
+,"-./0& 12*
3,4506"4., 77*
8#9,.0& )*
Source. lnernal Poll
Wha he Daa Showed Afer he May S Loss
The daa also showed ha he presidens social and economic
policy achievemens, such as his program ha provided
100,000 homes for he poor and universal educaion, had
srong suppor among Colombians when hey were old
abou hem, bu awareness was generally no high. Fify-
nine percen of voers said hey were more likely o voe for
Presiden Sanos when hey heard abou his invesmens in
educaion, job raining, and housing. This fac was confrmed
by focus groups of he frs rounds campaign ads led by
Conzalez, which concluded ha he campaign needed o
remind voers of he presidens key accomplishmens and
esablish clearer conrass on he diferences beween he
candidaes on economic issues.
The campaign also knew from previous research ino he
values of Colombian voers ha he presidens values
regarding economic issues were in line wih he values of Mr.
Zuluagas voers, and ha Mr. Zuluagas values were no.
bsgco.com L Page 9 of 1S
As a resul, Brodniz and Conzalez concluded ha he
presiden could poenially win over some of Mr. Zuluagas
voers on economic issues. For example, in December 013,
we found ha /9 percen of Mr. Zuluagas supporers srongly
agreed wih he following saemen. "l worry ha a few
wealhy people are able o achieve greaer and greaer wealh
while ordinary Colombians seem o sruggle more wih each
passing year. The campaign also knew ha i could use Mr.
Zuluagas opposiion o he presidens housing program o
connec wih he values of Mr. Zuluagas voers.
For Brodniz, Conzalez, and he campaign eam, he daa
insighs now poined o a clear message moving forward. he
campaign had o complemen is peace message wih a srong
communicaion sraegy ha ariculaed Presiden Sanoss
policy achievemens and his commimen o socioeconomic
opporuniies for all Colombians.
5ummary of Message 5antos ZuIuaga
Preference
for President
5antos's view
Housing: Presiden Sanos buil 100,00 homes for working families vs. Mr. Zuluaga
opposes he presidens housing plan.
/o 29 +3/
Peace: Presiden Sanos will coninue peace alks vs. Mr. Zuluaga will end peace alks :: 13 +30
Economic Visions: Presiden Sanos has a record and plan for helping working
families & poor vs. Mr. Zuluagas record.
/3 1o P9O
Direction. Presiden Sanoss direcion vs. Uribe/Mr. Zuluagas direcion 3S 3 P29
Peace & Justice: Presiden Sanos suppors peace alks wih jusice vs. Mr. Zuluaga
only suppors peace alks wih precondiions.
3 3 3
Candidae Preference Among Undecided Voers Afer Hearing Top Five Conras Messages
!
"
#
$
%
&
'

)
*
$
*
%
"
+

,
-
Source. lnernal Poll
Daa lnsighs Become Sraegy. Debaes
While he new research fndings showed ha he Sanos
campaign was losing o Mr. Zuluaga by four poins, i also
indicaed ha a vicory was possible wih adjusmens o
he campaigns communicaion sraegy.
The frs sraegy shif ook place when he candidaes held
heir frs elevised debae of he second round on June
S. Presiden Sanos asserively used he debaes as an
opporuniy o draw a clear conras beween his record
and Mr. Zuluagas economic agenda and o remind voers
repeaedly for he frs ime) of his work providing free
vaccinaions, universal educaion hrough grade 11, and
building housing for 100,000 people who were oo poor
o buy on heir own. ln addiion, he presiden challenged
Mr. Zuluaga on his recen commen ha he would no
recognize he sruggle agains he FARC as a formal confic,
which would imply ha is vicims were no eligible for
compensaion. lnernal research conduced o evaluae
debaes showed conrass resonaed wih voers and
confrmed ha he presidens approach was he correc one.
Mr. Zuluagas sraegy was o coninue o asser ha
Sanos was proposing peace "wih impuniy, meaning ha
FARC erroriss would receive amnesy. Presiden Sanos
refued his claim successfully, and i was ulimaely no
efecive since inernal campaign research showed ha
Colombian voers overwhelmingly believed ha forgiveness
was a sign of srengh. Furher complicaing Mr. Zuluagas
sraegy was ha he did no have good answers o he new
quesions Presiden Sanos raised abou his posiions on
peace and economic issues.
bsgco.com L 1A6> 23 <J 2M
The nex day, June o, he campaigns inernal racking polls
showed Presiden Sanos had developed a lead for he
frs ime since he frs round of voing. l became clear a
his poin ha he sraegy developed for he runof was
beginning o work by srenghening he presidens base of
suppor and populariy among supporers of oher paries.
Furher gains were made possible by he common ground he
presiden had wih such leaders as Clara Lopez Dbregon and
Ananas Mockus, his 010 opponen.
Presiden Sanoss Cain on Key lssues
*AC8<7 Zuluaga
K<; 0?>A8@<C
Will Sand Up for People Like You
!>GB 8=> 1<<?
Achieving Peace
!
"
#
$
%
&
'

)
*


+


*
,
"
-
"
.
$
/
0
,
1
'

2
&
$
3
/
3
4
"

5
&
$
.
/
$
/
Source. lnernal Poll
K
5
C
>

M
J
u
n
e

o
J
u
n
e

3
K
5
C
>

O
J
u
n
e

9
K
5
C
>

2
3
K
5
C
>

2
2
K
5
C
>

2
9
J
u
n
e

1
3
K
5
C
>

2
:
K
5
C
>

M
J
u
n
e

o
J
u
n
e

3
K
5
C
>

O
J
u
n
e

9
K
5
C
>

2
3
K
5
C
>

2
2
K
5
C
>

2
9
J
u
n
e

1
3
K
5
C
>

2
:
K
5
C
>

M
J
u
n
e

o
J
u
n
e

3
K
5
C
>

O
J
u
n
e

9
K
5
C
>

2
3
K
5
C
>

2
2
K
5
C
>

2
9
J
u
n
e

1
3
K
5
C
>

2
:
K
5
C
>

M
J
u
n
e

o
J
u
n
e

3
K
5
C
>

O
J
u
n
e

9
K
5
C
>

2
3
K
5
C
>

2
2
K
5
C
>

2
9
J
u
n
e

1
3
K
5
C
>

2
:
To coninue he upward rend, he Sanos campaign
doubled-down on he new sraegy in subsequen debaes.
Dne of he mos sriking exchanges of he campaign
occurred on June 9 during he second elevised meeing
beween he wo candidaes.
Daa lnsighs Become Sraegy. Debaes
Message More LikeIy Less LikeIy Diherence
Record Helping he Poor o0% 31% +29
Job Training Program S9% 3/% +25
Housing Program S3% 3/% +24
Benefs of Peace S% 3o% +2l
Message More LikeIy Less LikeIy Diherence
Dpposes Sanos Housing Program 3 o3 -35
Abandon Peace Talks 3S S3 -l8
Likeliness o Voe for Presiden Sanos
Likeliness o Voe for Mr. Zuluaga
bsgco.com L 1A6> 22 <J 2M
( *+, -.'/ &0'& 1"2 3!.!'-' 0'% $"4!-0&
!5 0#% 6756"#6896 '8/ :0'& 06 0'% /486
$69'!%6 &0'& #% :06"6 :6 $6-#8 &4 %66
d|he|ences. ||. Zu|ucc be||eves |n cn
econom|c mode| whe|e the ||ch hcve tcx
|ve-cwcys cnd the oo| c|e exc|uded
j..] The|e |s c fundcmentc| d|he|ence |n
h|s o|nt of v|ew cbout how the count|y
%04!./ $6 .#;6 48 %49#'. #%%!6%< $!&
cbove c|| beccuse he fcvo|s cont|nu|n
th|s wc| w|thout end cnd | fcvo| end|n
&0#% :'" 4896 '8/ =4" '..2>
- Presiden Juan Manuel Sanos
A his poin, he Sanos campaign knew ha Mr. Zuluaga
was in serious rouble because is daa had shown ha
o3 percen of voers were less likely o suppor him upon
learning of his economic record and agenda. lnernal racking
provided furher confrmaion, as he was now losing o
Presiden Sanos in all he key aribues, such as helping he
poor, improving he economy, and achieving peace.
This debae was also paricularly helpful o Presiden Sanos
because, as research showed, Mr. Zuluaga was widely
perceived as being oo aggressive and disrespecful of he
presiden during heir exchanges. A one poin, Mr. Zuluaga
said ha he could no respec he presiden, which resuled
in much of he pos debae analysis focusing on Mr. Zuluagas
bellicose demeanor and played ino he percepion ha Mr.
Zuluaga was ulimaely no a man of peace.
The nex day Mr. Zuluaga canceled all remaining
debaes wih Presiden Sanos and suspended all public
appearances in he campaigns fnal four days, ciing
laryngiis and his docors orders.
!
"
#
$
%
&
'

)
*


+


*
,
"
-
"
.
$
/
0
,
1
'

2
&
$
3
/
3
4
"

5
&
$
.
/
$
/
Source. lnernal Poll
bsgco.com L 1A6> 29 <J 2M
Daa lnsighs Become Sraegy. Adverising
The new message was also incorporaed ino adverising for
he fnal wo weeks of he campaign and adoped wo racks.
Besides focusing on he benefs of he peace accords,
he presidens campaign began emphasizing he
negaive consequences of 84& achieving peace.
The campaign inroduced new argumens relaed o
he conras beween he candidaes diferences on
he economy and aid o he working poor. The Sanos
campaign argued ha while Mr. Zuluaga addressed
unemploymen by reducing overime pay o increase
corporae profs, Presiden Sanos worked o reduce
unemploymen by asking he rich o pay a lile more
in axes o provide ax relief o families wih limied
income.
Dne indicaion ha he sraegy was successful and ha he
Zuluaga campaign knew i was in rouble is ha Mr. Zuluaga
made a las-minue aemp o emphasize his commimen
o increasing wages and his suppor for he ?',#.#'% 68
@99#48 Families in Acion) social program. This sraegy was
similar o wha he used in he second round when he began
o mirror Presiden Sanoss message on peace.
Anoher indicaion ha he presiden had ouched on issues
ha were resonaing wih voers came in he form of an
online video. ln he las week of he campaign, an 3S-year-
old woman posed a video on YouTube, where she announced
her preference for Sanos because of he diference beween
he candidaes on he issue of housing. The video was a viral
success, wih wo million views by elecion nigh.
Perhaps he mos compelling indicaion ha he new
sraegy was working was ha he campaigns inernal
polls shifed signifcanly during he week leading up o he
elecion. Wha was as a four-poin defci a week afer he
May S loss urned ino a near saisical ie afer he frs
debae and wave of new ads. This saisical ie hen became
a lead for he presiden ha coninued o widen hrough
elecion day.
!
"
#
$
%
&
'

)
*
+
,
*
-
.
/

0
1
2
!
"
#
$
%
&
'

)
*
+
,
*
-
.
/

0
1
2
Resuls. A 10-Poin Shif ln 10 Days
Dn June 1S, Presiden Juan Manuel Sanos became he frs incumben Lain American head of sae in recen
memory o win reelecion afer losing in he frs round wih a decisive S1%-/S% vicory over Mr. Zuluaga.
While he pos-elecion media narraive was ha Presiden Sanos won solely on he issue of peace, research
leading up o he runof poins o several facors ha led o he win.
The case for peace was redened. Before he runof, he Sanos campaigns message on peace was o
remind voers ha he presiden was working on i. lmmediaely following he loss on May S, he Sanos
campaign ighened he message o boh a focus on he benefs of peace and he negaive consequences
of no achieving i. lnernal polling daa showed ha his change in sraegy propelled he campaign o over
/0% and wihin single digis of Mr. Zuluaga. ln is fnal 10 days, he campaign furher sharpened is peace
message by creaing a clear conras wih Mr. Zuluaga on he issue.
Juan ManueI 5antos
S1%
0scar Ivn ZuIuaga
/S%
bsgco.com L Page 13 of 1S
Final Elecion Resuls Presiden Sanoss Wins in Bogoa and Key Regions
Proved Decisive in he Second Round
-@?78 ,<5CH Second Round
*AC8<7
Zuluaga
!
"
#
$
%
&
'

)
*
+
,
"
-
$
&
)
.
/
&
+
,
&
0
%
"
1


2


3
4
"
,
"
5
$
*
-
4
&
$
'

6
*
1
-
*
.
5
+
Source. Colombian Naional Regisry
bsgco.com L 1A6> 2: <J 2M
The 5antos campaign's decision to broaden its message-by emphasizing the president's poIicy
achievements and contrasting them with Mr. ZuIuaga's economic agenda and record-proved to be
a key to its success. The research shows ha Presiden Sanos reook he lead in he race beginning on
June S when he campaign began connecing wih voers values by inroducing is message of economic
opporuniy for all and when i began ariculaing for he frs ime) he presidens successful frs
erm in ofce. Unil ha day, Mr. Zuluaga enjoyed a lead when i came o helping he poor and improving
he economy, bu he daa shows ha his advanage shifed o Presiden Sanos once his campaign
implemened he new sraegy.
New cross-party aIIiances were formed. Presiden Sanoss bold plan for peace and commimen o
fghing for poor and working-class families, which came o he forefron of he race, allowed his campaign o
form alliances wih paries and leaders who were previously undecided. While he new message provided he
framework, for hese alliances o maerialize, i required srong poliical oureach by he campaign.
The campaign Iaunched a highIy successfuI voter turnout ehort. Presiden Sanos made gains in several
regions ha were key o doubling he number of voes he received in he frs round and winning he elecion,
including a urnaround in he baleground area of Bogoa, going from railing Mr. Zuluaga by four poins
in he frs round o leading him by 1/ poins in he second. He also improved his lead signifcanly in nearly
every region, usually by double digis. Furhermore, Presiden Sanos had a dominan showing, winning over
half of he voe in several regions. Pacifca o3%), Alanica oo%), Valle o1%), and Bogoa S%). The efor
was so successful ha he voe diference he obained in Bogoa and he Alanica region was sufcien o
compensae for all he deparmens where he los.
ln his elecion nigh vicory speech, Presiden Sanoss message o he Colombian people refeced he campaigns
sraegy in is fnal 10 days. He emphasized his commimen o peace as well as his commimen o economic
equaliy. Voers gave him a mandae o fulfll his promise wih his convincing vicory.
Resuls. A 10-Poin Shif ln 10 Days
Th|s |s c |ect oo|tun|ty fo| ou| count|y. /n oo|tun|ty to c|ecte
mo|e obs, sto c||me, |m|ove ou| ch||d|ens educct|on, cnd ensu|e
thct ou| econom|c |owth benehts eve|yone. (o|omb|c w||| be much
|ecte| w|thout the we|ht of conf|ct hcn|n ove| ou| hecds.
- Presiden Juan Manuel Sanos
Elecion Nigh | June 1S, 01/
!"#$%&' )*+,"-$&)./&+,&0%"1 2 34","5$*-4&$' 6*1-*.5+
D>C>C7<C *8?A8>6E +?<5B
Benenson Sraegy Croup is a op markeing consuling frm ha advises many of he worlds mos successful
corporaions, heads of sae, and insiuions. We specialize in urning daa ino insighs o deliver winning
markeing and communicaion sraegies for global leaders in complex, compeiive environmens across a vas
array of indusries and secors. Dur mission is o be he rused parner ha high-level decision makers urn o
when hey seek o drive growh, connec wih heir audience, and win when i maers mos.
We are proud o have advised many of he mos respeced leaders and brands in poliics and business, including
Presiden Barack Dbama, Toyoa, lnel, Presiden Juan Manuel Sanos, he Naional Fooball League, ESPN, Wells
Fargo, Campbells, Pfzer, MSNBC, Souhwes Airlines, and Presiden Danilo Medina.
|y oc| wcs to conduct c ccmc|n thct wou|d mc|e us c|| |oud cnd, ct the scme t|me, wou|d se|ve the
Dom|n|ccn eo|e cs c wcy to c|ystc|||ze the|| d|ecms cnd hoes. | must |econ|ze thct my success wou|d not
hcve been oss|b|e w|thout the o|||n cnd st|ctey deve|oed by |ete 3|odn|tz cnd the |ect tecm ct 3enenson
St|ctey 6|ou. The|| |n-deth cnc|ys|s cnd |ecommendct|ons |cyed c |votc| |o|e |n |m|ement|n |ey stes
thct c||owed us to come f|om beh|nd cnd w|n the ||es|dency of the |eub||c. 3enenson St|ctey 6|ous wo|| wcs
|nvc|ucb|e to the success of the ccmc|n.
- Danilo Medina, Presiden, Dominican Republic
bsgco.com L 1A6> 2M <J 2M
INDU5TPIE5 & 5ECT0P5
&@?G@C>
Auomoive
Consumer Coods
/C>?6E
Enerainmen & Spors
Financial Services
Food & Beverage
Caming
Covernmen
!>AG8= 0A?>
Labor
.>H@A
Non-Profs
Poliics
Professional Services
,>8A@G
Technology
Telecom
Tourism & Hospialiy
5EPVICE5
&HI>?8@7@C6 '>78@C6
Brand Messaging & Posiioning
Compeiive Landscape & Posiioning
Consumer lnsighs
Corporae Communicaions
Crisis Managemen & Communicaions
Film Trailer, Scrip & Concep Tesing
Member & Donor Research
Persuasion Research
Poliical Polling & Messaging Sraegies
Repuaion Managemen
Sraegic Planning
War Caming & Scenario Planning
5CENAPI05
Adverising Campaigns
Compeiive Bales
0?@7>7
lssue Awareness
Crowh
Mergers & Acquisiions
,>;?ACH@C6
Poliical Campaigns
Produc Launches