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Dallas' Political Designing Woman

Continued from page 1

Published on December 13, 2007

In the message phase, Reed often partners with Allyn & Co., the political consulting firm that has never been on the losing side of a Dallas mayor's race. When you put Reed and Allyn on the same side, they're virtually unstoppable. (And very high-priced. During the Leppert campaign, Reed and Allyn & Co. charged $30,000 and $20,000 a month respectively for their services.)

Allyn & Co. are often heavily involved in the polling, typically writing a good chunk of the script. Their staff will also get to know the candidate. In the most recent mayor's race, Mari Woodlief, the firm's chief executive officer, spent hours with Leppert just listening to his life story. From there, her company decided to introduce Leppert in a television commercial as a self-made man who worked as a janitor when he was a teenager to help his single mom.

Leppert's humble roots juxtaposed with his record as a successful and progressive CEO is how Reed and Allyn peddled their candidate. It helped that Leppert's rather generic priorities of crime, economic development and education naturally tested well. The campaign then developed a cogent theme of a modest but successful executive who was well-equipped to confront the biggest issues that Dallas faces. Leppert and his campaign hit on this simple theme relentlessly, paying almost no attention to the rest of the crowded field.

"The common misconception about campaigns is that they're about having a new idea every day," says consultant Rob Allyn. "In reality it's about having the right idea from the start and executing it every day."

Reed will monitor how that message is playing nearly every day too. She uses the same Washington, D.C., pollster for nearly all of her campaigns. He'll give Reed valuable data that will influence how she marshals her resources in the home stretch.

"I know exactly where I am and where my base is," she says of her polling data. "I know where I'm strong, and I know where I'm weak, and I know who's in those strong areas. If they're Republicans or Democrats, if they're black, white or Hispanic—if they have a college degree and what their intensity is on the candidates."

At the risk of exhausting Reed's corporate analogy, her campaigns really operate like big, diverse businesses, putting a premium on organizational skills over tactical ones. In the Leppert mayoral bid, Reed had to oversee the communications consultant (Allyn & Co.) and a grassroots consultant, who was in charge of volunteers, yard signs and phone banks. Reed also managed a Web consultant and a Hispanic and African-American consultant. On top of that Reed has to deal with the petty headaches that come with even the best campaigns, from the candidate's stockbroker questioning why the opponents' signs are all over the place to a reporter digging up an old secret.

"It's a 24-7 world. You are responding to e-mails, writing copy, worrying about the polling numbers, and the newspaper is like a snake on the front porch," Reed says.

Some of the campaign managers who've taken on Reed say that her success at least partly stems from cash. Reed's candidates typically come into the race with the best ability to collect money from the city's business community. Still, even Reed's critics acknowledge that she knows how to run a finely tuned campaign.

"In terms of being creative or original, I haven't seen it in the 10 or 15 years since I've been paying attention," says Brooks Love, who was on the opposite side of the Trinity campaign. "But she keeps it simple, which is a certain kind of genius. She comes up with a simple plan and executes it very well."

Well, there is more to it than just that. Reed, better than any other consultant in town, has mastered the fine art of momentum, perhaps the most underrated element in politics. While the electorate and media aren't paying attention to a campaign, she quietly raises money and doesn't go out of her way to put her candidate in the limelight. Then, just a few days before early voting begins, when voters start caring, she'll make sure they know who her candidate is and what he's about. That could include a candidate press conference, a mass e-mail to tens of thousands of voters, a well-timed series of TV ads or a stack of direct mail arriving just a day or two before the polls first open.

In the Trinity campaign, for example, Reed's pro-toll road side barely drew even with Hunt's campaign on the actual day of the election. It built its margin primarily off early voting.

"In a campaign like the Trinity you'll have folks saying, 'Why aren't we doing this?' or 'Why aren't we doing that?'" says Donna Halstead, the president of the Dallas Citizens Council, which bankrolled Reed's Trinity campaign. "Carol's answer is, 'It's too early. It's not time yet.' It's her sense of timing, how and when you peak in a campaign that's her greatest strength."

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