Crafting a Winning Message for Lt. General Jack Bergman (Ret.); The Highest Ranking Veteran to Ever Serve in the U.S. Congress

Background:

In 2016, Lt. General Jack Bergman (Ret.), a three-star Marine General, entered the race for Michigan’s 1st Congressional District as a political unknown. Facing two well-established and respected opponents, State Senator Tom Casperson and former State Senator Jason Allen, Bergman needed a compelling strategy to build name recognition and gain voter trust in a crowded primary field. To achieve this, Bergman enlisted the expertise of Buzz Jacobs as a media and message consultant.

Challenge:

Bergman’s campaign faced significant obstacles, including a lack of name recognition and limited political experience compared to his opponents. The challenge was to quickly and effectively communicate Bergman’s strengths to the electorate, differentiating him as the candidate best suited to represent Michigan’s 1st District in Washington. With the primary race heating up, Bergman needed a message that would resonate deeply with voters and set him apart from the seasoned politicians he was competing against.

Strategy:

Buzz Jacobs was brought on board to develop a powerful campaign message and create a series of impactful advertisements in collaboration with media expert Douglas Brown. The strategy centered on a few key components:

1. Developing the Core Message:

• Buzz Jacobs crafted the slogan “Send a Marine” as the cornerstone of Bergman’s campaign. This message leveraged Bergman’s military background, positioning him as a no-nonsense leader with the discipline, integrity, and experience needed to take on Washington’s challenges. The slogan encapsulated the idea that voters could trust Bergman to bring the same commitment to public service that he demonstrated throughout his military career.

2. Creating Impactful Advertisements:

• Working closely with Douglas Brown, Buzz developed a series of TV, radio, and digital ads that brought the “Send a Marine” message to life. The ads highlighted Bergman’s military service, his dedication to conservative values, and his outsider status. Visually compelling and emotionally resonant, these ads were designed to connect with voters on a personal level, emphasizing Bergman’s readiness to serve the people of Michigan with the same honor and distinction he showed as a Marine.

3. Targeted Media Strategy:

• The ads were strategically placed across key media channels in the district to maximize exposure and impact. By focusing on specific demographics that valued military service and leadership, Buzz ensured that the message reached voters who were most likely to resonate with Bergman’s background and platform.

Execution:

The “Send a Marine” message quickly gained traction, capturing the attention of voters and media alike. The advertisements, skillfully produced by Doug Brown and strategically deployed by Buzz, created a powerful narrative around Bergman’s candidacy. Despite being outspent by his opponents, Bergman’s message cut through the noise, positioning him as the strong, principled leader that voters were looking for.

The campaign’s focus on Bergman’s military credentials and outsider status resonated particularly well with conservative voters who were frustrated with career politicians. The ads emphasized his commitment to service, leadership, and integrity, all of which aligned perfectly with the values of the district’s electorate.

Outcome:

On primary day, Lt. General Jack Bergman secured a stunning victory over his more established opponents, earning the Republican nomination. His success in the primary set the stage for his eventual election to the U.S. House of Representatives, where he became the highest-ranking combat veteran ever to serve.

Key Takeaways:

• Message Precision: Buzz Jacobs’ development of the “Send a Marine” message was a masterstroke that distilled Bergman’s strengths into a simple, powerful idea that resonated with voters.

• Effective Media Production: The ads produced in collaboration with Douglas Brown were visually and emotionally impactful, effectively communicating Bergman’s qualifications and values.

• Targeted Strategy: By focusing on the key demographics and strategic media placements, Buzz ensured that Bergman’s message reached and resonated with the right voters.

Buzz Jacobs’ and Douglas Brown's roles as a media and message consultants were instrumental in transforming Lt. General Jack Bergman from a political unknown into a successful congressional candidate. The “Send a Marine” campaign demonstrated the power of a clear, resonant message and expertly crafted advertisements in winning over voters and achieving electoral success.