The Persuasion Playbook: How Political Marketers Win Hearts, Minds and Votes
Presented by:
Danny Laub - Poolhouse, Partner
Mark Putnam - Putnam Partners, Founding Partner
Linda Hobgood - Communications Consultant
Jim Hobgood - Communications Consultant
Randy Raggio - University of Richmond, Professor
Moderated by:
Jason Roop - Springstory, President
Coke vs. Pepsi is one thing. But how do you sell a candidate? And in a highly charged campaign environment, is persuasion even possible? Explore what makes political marketing different from consumer marketing — and what campaigns consider in the months leading up to the ballot box. This panel features communications experts and the CEO of Poolhouse, one of the few political creative agencies to call Richmond home. We’ll dive into the art, science, and power of persuasion.
About our Presenters:
Danny Laub is a partner at Poolhouse, a Richmond-based creative agency with offices in D.C. and Atlanta. Poolhouse has worked on campaigns from mayoral to presidential. Danny has been a strategist and manager for 16 years on campaigns across the country. In 2001 he served as a top adviser and media consultant on Gov. Glenn Youngkin’s campaign, which Politico called “one of the great upsets in modern politics.”
Mark Putnam is founding partner, president and chief creative officer of D.C.-based Putnam Partners. He’s been a national media strategist and ad maker for more than 30 years. He led advertising work for President Biden’s “Unite the Country” super PAC, and advocacy efforts for high-profile companies. He was one of President Obama’s lead ad-makers, producing an election-eve TV special and creating the acclaimed “47 Percent” ad.
Linda Hobgood, a communication consultant with experience in campaigns from the statehouse to the White House, has served on the faculty of the Department of Rhetoric and Communication Studies at the University of Richmond since 1990. She was the longtime director of UR’s Speech Center, and holds undergraduate and graduate degrees from the University of Virginia.
Jim Hobgood, who works in financial services, has been a consultant for congressional candidates and worked in the administration of Gov. George Allen. He’s a decades-long sports broadcaster, where he brings his experience playing on the University of Virginia’s championship basketball team.
Randy Raggio serves as professor of marketing at the University of Richmond’s Robins School of Business. Before his academic career, Randy worked with Anderson Consulting, now Accenture, and the toy company Kidpower. Randy’s research and teaching focuses on marketing strategy and such topics as gratitude, brand authenticity and public policy.
Moderator Jason Roop is former editor in chief of Style Weekly, host of the Richmond City Council live broadcast and president of the public relations and content marketing firm Springstory. Jason also serves as Director of Programming for AMA Richmond.
