Why Texas

Texas is a

Non-Voting

Blue State

The largest non-voting segment is the Latino Voter

Almost 53% of Latino registered voters in Texas have not voted in the last three election cycles

3,000,000 Latino Registered Voters are not Voting every cycle

Non-voting Latino voters are not an informed electorate

After the 2020 election, we have seen a dramatic decline in partisan Democrats in South Texas and smaller markets like Corpus Christi and Midland Odessa

Democrats winning in Texas at every level of government is a game changer across the country.

What Does Success Look Like

Establishing a solid Latino Democratic voting franchise achieving at least 60% turnout in the Presidential cycle and over 45% turnout in the midterm cycle

We will need to engage with the some of the 6.5 Million Latino Texans that are registered but exercise their right to vote

Change the makeup of the electorate by turning out infrequent voters

Keep Republican’s from securing more than 30% of the Latino Electorate

Establish brand metrics to measure following initial Democratic brand baseline

How We Measure Success

Outcomes at the Ballot Box

Examine voter data to measure success. Assess media plans and refine messages based on election results.

Message Testing

Message testing to understand the reasons for the lack of motivation to vote. We need to understand what issues are important to them to know what messages to use to build the Democratic brand.

Brand Trackers

Ongoing trackers will measure impacts of the messages. We will refine messages as we learn how Latinos view the Democratic brand. This includes post brand trackers following an election to refine messages for future messaging.