Group Project Report #2: Targeted Campaign Communications

Illinois Gubernatorial Democratic Party: Executive Summary

Barghav Sivaguru, Emily Dawson, Max Weiss, Andrianna Kurzenberger

Objective
Through this analysis, we aim to successfully paint J.B. Pritzker not only as a viable candidate in
the 2018 race for Illinois Governor, but as the perfect candidate. Ultimately, we do this by
recommending the media, communication1, and persuasion strategies that will allow him to
emerge victorious in November.
Message Formation
The 2018 election sees incumbent Republican Governor Bruce Rauner take on
Democratic Challenger J.B. Pritzker. The messaging from our side is concise, pointed, and clear
concerning the opposition: Bruce Rauner has failed Illinois and has failed as a governor. Other
themes used to define our opponent include the notion that Bruce Rauner had his chance to
change Springfield in his four years in office, failed to do so, and that Illinois is worse off
because of him. In addition, the definitions of our candidate are centered on JB’s record of
creating technology jobs through his technology incubator 1871, his passion for early childhood
education and feeding school children through funded breakfasts, and his belief in expanding
healthcare and a progressive income tax. Pritzker has never won elected office before; while he
did run a campaign for Congress back in the 90’s, there is little relevance of that campaign to this
one because of the change in salient issues and his evolution as a person and candidate. News
coverage of that run is scant, and messaging has been difficult to find. There is plenty of material
that can be used to attack Pritzker. These include his close ties to unpopular House Speaker Mike
Madigani, his scandals with property taxesii and offshore accountsiii, as well as his commentsiv
caught on FBI wiretap with imprisoned Governor Rod Blagojevichv. In addition, he has been
attacked for wanting to raise taxes through a progressive income taxvi. All of these are expected
to be used against Pritzker and thus must be prepared for in a communications response.
In terms of evaluating messaging used by the campaign, it is useful to take a look at the
different PR campaigns being run by the current campaign. First, Pritzker is currently engaged in
a PR campaign entitled #RaunerFailedMevii. This campaign highlights the negative impacts felt
by Illinois citizens over the last three years under Bruce Rauner. Stories include those of social
service workers, college students, disabled persons, and other vulnerable populations. This PR
campaign attempts to connect real life tragedies to the last three and a half years of governance
under Rauner. In addition, other campaign messaging doubles down on the portrayal of Bruce
Rauner as a failure. Many press releases and campaign speeches touch on that point and nearly
every candidate stump speech backs up that messagingviii.
While running a negative campaign is nothing surprising, Pritzker also has a substantial
issue-based and positive campaign message. Many of his ads, especially during the primary,
focused on his platform and policies. Messaging consisted of his support for legalizing
recreational cannabis, support for a public option in Illinois for healthcare, support for universal
pre-K education, expanding access to jobs, supporting a woman’s right to choose, and a
progressive income tax. These positive messages are largely devoid of negative connotations or
even attacks on Raunerix. The framing here indicates that issues supported by Pritzker tend to be
placed in a positive ad setting, while attack messaging is less Pritzker policy focused, and more
to highlight the effects of Rauner’s failures on Illinois. Furthermore, several issues that are
 Group Project Report #2: Targeted Campaign Communications

currently salient in the national campaign atmosphere are prominently featured in this
campaign’s top issues. Healthcare continues to poll as a top issue, along with gun policy and
immigrationx. By having strong positions on all three of these issues, compared to Rauner’s
vague statements, we position ourselves as the strongest candidate on three of the most salient
issues facing the 2018 campaign.
Prior campaigns for the office, especially recently, have focused on economic issues. In
2010, Bill Brady attempted to focus on fiscal conservatism and the connection between recently
impeached governor Rod Blagojevich and Pat Quinn, his opponent, who served as Blagojevich’s
Lt. Governor. Pat Quinn, however, succeeded in distracting from this by painting Brady as
extreme on abortion; Brady opposed it even in cases of rape or incestxi. Similarly, in 2014, to
help avoid an attack on social issues, Bruce Rauner’s wife very publicly proclaimed he didn’t
have a social agenda, but an economic and educational agendaxii. This focused the issues around
the economy, where Pat Quinn struggled. Older campaigns also emphasized being socially
liberal. Glenn Poshard, a Democrat, likely lost due to extreme conservative views on gay
marriage, leading his campaign to fully boycott the pride parade while the Republican sent
campaign staffxiii.
We found many topics in the records of our candidate and the opposition we could use to
construct a persuasive argument. Because of Bruce Rauner’s unpopular record over the last four
years, we found a plethora of failures and scandals that we could potentially use in our negative
ad. Bruce Rauner is most well-known for not being able to balance the Illinois budget and for
deflecting his failures onto others, which is an important aspect that our team chose to remind
voters of in our ad.xiv However, one lesser-known scandal was his poor handling of the Quincy
Veterans’ home crisis. Thirteen Illinois veterans died and over 60 were infected with
legionnaires’ disease due to the unsafe water at the home and Rauner faced serious criticism over
his delayed and incompetent handling of the situation.xv It was important in our negative ad that
we reminded the voters that Illinois has been in serious financial trouble over the past four years
due to Rauner, but also that his financial policies represent only a small portion of his policy
blunders.
For our pro-Pritzker ad, we took a different approach. We wanted to portray his popular
policy stances in his ad, so we decided to focus on topics that have been popular issues in the
media to set our campaign’s agenda. These include women’s health, universal access to
healthcare, and education.xvi We decided to add that Pritzker was anti-Trump and stood up to his
divisive language in order to mobilize voters who voted in the presidential election who may not
have otherwise been prompted to vote in the gubernatorial. Most prominently, we decided to
focus on education because of the importance of this topic to the people of Chicago and the
children in Chicago public schools and the surrounding areas.xvii Pritzker may not have a voting
record, but his extensive record in political activism and philanthropy made it easy for us to find
evidence to support his positions; as such, we felt confident putting them in our advertisement.
When it comes to attacking Rauner, similarly, we used audio from news reports, and even his
own statement, to attack him; a lack of facts are not a problem there.

Message Targeting and Segmentation

With J.B. Pritzker’s strength as a reputable and successful businessman, and a political
“newcomer” in an era of economic uncertainty in the state of Illinois, it becomes clear that his
campaign may be able to persuade some who might otherwise vote for the fiscally conservative
Republican candidate to vote instead for Pritzker. The Pritzker campaign is clearly already aware
 Group Project Report #2: Targeted Campaign Communications

of the opportunity offered to them by the multi-year budget crisis under incumbent Governor
Rauner, and has repeatedly highlighted Pritzker’s lack of a negative record as an elected official.
His impressive financial situation and business acumen that are already synonymous with the
Pritzker name have also been emphasized, at least in Chicagoland. The demographic group to be
targeted by these persuasive efforts should be considered about the Illinois economy, and
possibly more likely to lean Republican or at least fiscally conservative.
As a result, we developed a persuasive anti-Rauner ad targeting male voters ages 49-64,
using strategic reminding and cognitive-dissonance tactics of persuasion. With this
advertisement we wanted to target male swing voters using the peripheral and central processing
routes. By reminding voters of the budget crisis, we are reminding them of the incumbent’s
biggest and most embarrassing national blunder, and that by leaving him in office there will only
be a greater fallout. We also noted that he deflects the blame onto his subordinates, a quality
which most voters do not find attractive in a leader, especially adult men.xviii Finally we
mentioned the Quincy veterans home crisis, this was designed to prompt swing voters to look
into what happened. Veterans are highly respected by our targeted demographic of voters, and by
mentioning Rauner mishandling people in a veteran’s home we are creating cognitive dissonance
for Republicans who respect veterans. By running these ads our peripheral persuasion technique
is to keep reminding the voters that Rauner was responsible for not being able to balance our
budget for two years, and despite winning his first election on the premise of fiscal conservatism,
he has only driven us into greater debt, refusing to take accountability for his failures. We
engaged with the central processing route of persuasion by putting information that is discrepant
from the values of his voter base to cause dissonance and prompt research from swing voters and
moderate Republicans.
We also developed a more positive, pro-Pritzker ad which might certainly persuade some
to vote for Pritzker; it is not focused on convincing more conservative-leaning voters to switch
camps like the anti-Rauner ad. As was previously mentioned, the Pritzker campaign is already
aware of its strengths in positions on social issues, like education and healthcare. The campaign
is already running advertisements highlighting Pritzker’s views on those areas and making them
issues of interestxix. With Pritzker’s comments regarding Donald Trump, he is also attempting to
make his campaign the one for those who likely voted for Hillary Clinton in 2016 out of disgust
for Trumpxx. It makes sense, then, to develop an ad in order to highlight Pritzker’s strongest
social positions, and specifically targeting women ages 25-59.
Our pro-Pritzker ad takes a passive information processing approach through peripheral
cues as well as agenda-setting and framing effects. Women of this demographic tend to lean
Democratic in elections, so we used our ad as a tool to remind these voters that JB is the best
candidate in the running for this election and that his values reflect theirs. In our commercial we
set our agenda: JB is anti-Trump, pro-choice, pro-universal health care, and pro-education. These
topics tend to be overwhelmingly supported by young women and mothersxxi, who comprise our
target audience for the advertisement. We chose to also use a framing approach of persuasion by
using topics which tend to be associated (women’s health, health care, education) and serve as a
bit of context for JB’s campaign. By hearing just a handful of his policy stances, people who
agree with him will be able to deduce that his other policy stances are likely also in line with
their own interests. We wanted to ensure our target audience felt a sense of personal relevance
when seeing this commercial which is why we chose the topics we did. Through these agenda-
setting and framing effects, our goal was to prime our audience to see Pritzker as a family man
who values public education and wants to enhance accessibility to resources for everyone.
 Group Project Report #2: Targeted Campaign Communications

The strategy that we would most likely recommend that JB’s campaign follow in terms of
paid television advertisements would be a combination of the Classic and Aggressive strategies
as outlined by Facheuxxxii. The other strategies he mentions specifically target candidates and
their opponents who either have very limited resources or low name recognition. However, since
both JB and Rauner are in a unique race in which both have deep pockets and are well-
recognized, we propose a hybrid strategy for TV adsxxiii. Faucheux recommends the Classic
Strategy for campaigns with polls that show support for positive messaging based in ideology or
party preferences, and a lack of ammunition or easy attacks. JB’s campaign does have the
former; studies show the positive effects of positive messaging, of which the campaign has a
plethora, with ads focusing on ideology like the legalization of marijuana, healthcare, and
creating jobsxxiv. As for the latter, JB’s campaign does have a lot of ammunition against Rauner;
however, none of the negatives facing Rauner are as strong as the “knock-out punch” described
by Faucheux. There are also several negatives that can be used to attack Pritzker in return, as
described above. Because of this, we recommend JB’s campaign run a dual-track positive and
negative slew of ads. Faucheux recommends tying these tracks together around a common
theme; we agree, and suggest that this theme focus on competence. Our negative ad, for
example, focuses on Rauner’s incompetence, highlighting failures during his time in office, and
the positive ad focuses on JB’s competence by emphasizing clear policy views and goals for
women, children, and citizens of Illinois.
However, since both campaigns in this race have access to large funds, competition and
saturation of ads in the TV market will be high, as they were for the primaryxxv. This is why we
recommend the campaign also adopt aspects of the Aggressive Strategy, opening and closing
positive rather than negative, and running negative ads in between. This way, even if voters are
inundated with ads from both sides, JB’s positive ads will stand out and emphasize the first
aspect of the Classic Strategy; his views on specific issues such as healthcare and women’s rights
that attract base voters as well as cross-pressured partisansxxvi. They will also contrast sharply
with Rauner’s largely negative adsxxvii.
These ads should be run on a timing/intensity strategy that most closely resembles a
blend between the Bookend and Tortoise strategies described by Faucheuxxxviii (Figure 9). The
Bookend Strategy advocates for a “big and loud” opening, a steady build in between, and a big,
loud ending, while the Tortoise Strategy advocates for a slow start and a steady build to
crescendo on election day. JB’s campaign can combine parts of these two strategies to most
effectively combat the opposition. The campaign does not need to invest in a particularly big or
loud opening; however, starting slow is simply not an option, as the opposition campaign will
not be taking breaks. The campaign should start out relatively big and loud, as the Bookend
Strategy advocates, slowly grow over the course of the campaign, and finish with a natural
crescendo of activity as the Tortoise Strategy recommends rather than a particularly loud bang.
The advantage of relatively extensive funding restructures most of Faucheux strategies that focus
on limiting activity to conserve funds. Rather, JB’s campaign has the ability to maintain a
relatively strong level of activity over the course of the campaign, starting strong, growing, and
ending on the strongest note, as all of the strategies say.
Finally, the campaign should use the Classic Persuasion Strategy as opposed to the others
that Faucheux details (Figure 9). We think JB has a good chance of winning over independents
and undecideds, specifically cross-pressured partisans as defined by Hillygus and Shieldsxxix.
This is because he has strong viewpoints on issues like women’s rights, healthcare, and the
economy, all issues these authors claim have successfully divided partisans in the past. As such,
 Group Project Report #2: Targeted Campaign Communications

the Classic Strategy, which promotes reinforcing the base, identifying undecideds/opposition
leaners, persuading these undecideds/opposition leaners, and turning out all of these supporters,
is the best approach for this campaign.

Television Ad Targeting
Our team has developed two television ads, which aim to follow our previously outlined
communication strategy and target the specific sections of the electorate we view as persuadable
voters. Our pro-Pritzker and anti-Rauner advertisements previously mentioned are best to be
broadcast in Chicago, Peoria-Bloomington, St. Louis, and Champaign & Springfield-Decatur.
Based on previous electoral data, demographic census data of women aged 25-59, men aged 49-
64, and predicted base and swing voters, we have reached the conclusion that these DMA
markets will yield the highest number of impressions and for the most reasonable cost (Figures,
1, 2, 3, 4, 5, 6, 7, 8). Based on the low CPM and decent number of females aged 25-59 and
persuadable voters in the Paducah-Cape Girardeau-Harrisburg-Mt Vernon media market, it
might even appear attractive to advertise there. (Figure 7) But because the large area of that
media market encompasses other counties in states that aren’t in Illinois, it’s ultimately too high
a risk to take. CPM in that county might be reasonable for this demographic, but so is the pay-
off. Many markets in Illinois simply have such high spillover into other states that it makes it
unreasonably expensive and not worth advertising when only a few thousand Illinois voters live
there (Figures 1, 2). A more obvious example of this is the Evansville media market, where there
are only four counties in Illinois, all of which are rural and low in population (Figures 1, 2).
Advertising here would be a mistake as the CPM is nearly more than double the second-to-most
expensive market. Another market that is quite expensive, but could be targeted anyways, is the
Quincy media market due to the section in one of our ads that focuses on the Quincy Veterans
Home crisis (Figure 5). This could further increase the salience of that issue among voters,
especially in that market.
Overall, the problems with the Illinois media market situation are that there are lots of
them, with all but three having massive spillover into other states. This makes ad purchasing
difficult as we want to be able to hit every voter; however, we don’t want to waste money.
Because of the way major population centers are located, especially Chicago and Metro-East St.
Louis, it’s unfortunate that we have to hit those voters, but also inundate voters in northwest
Indiana and Missouri with the ads. This simply cannot be avoided due to the sheer number of
base voters and persuadables in both of these major markets; the costs associated with those
markets are fairly high as well. (Figures 4, 5)
 Group Project Report #2: Targeted Campaign Communications

Illinois Gubernatorial Democratic Party: Supplemental Documentation

SWOT Analysis of J.B. Pritzker as a candidate for Illinois governor

Strengths:
- Campaign finance (JB personal income)xxx
- Successful businessmanxxxi
- Name recognitionxxxii
- Guaranteed Chicago supportxxxiii
- Labor Backing (based on labor issue position)xxxiv
- Minority support (based on his issue positions)xxxv
- No voting recordxxxvi
- History of political philanthropic effortsxxxvii

Weaknesses:
- No previous office held (not too much of a weakness, whereas Rauner didn’t hold a
previous office either, in the era of Trump and businessman newcomers)xxxviii
- Not relatable, another billionaire crooked businessmanxxxix
- Previous relationships with Chicago Democrats (Blago)xl
- Overweightxli

Opportunities:
- Illinois budget crisis under opponent Raunerxlii
- Current blue wave in the Trump eraxliii
- Pro-legalization of marijuanaxliv
- Newcomer (still an opportunity in the Trump era?)xlv

Threats:
- Blago tapes and racismxlvi
- Relationship to Madigan and Chicago Democrats (negative moods in Illinois towards
corrupt Chicago Democrats)xlvii
- Incumbent governorxlviii
- Offshore account(s)xlix

Personal Biography
J.B. Pritzker was born in 1965 in southern San Francisco to Jewish progressive political-activist
parents, part of the wealthy Pritzker family. His parents were from Chicago, providing Pritzker with the
roots that led him back to the city years laterl. However, in California, his father died shortly after taking
over management of the Hyatt Hotel chain started by his uncle when Pritzker was only seven, and his
mother, after struggling with alcoholism, passed away 10 years laterli. The hotel chain’s success allowed
J.B. to become a billionaire, as did his endeavors as a venture capitalist and private business owner. The
53 year-old heir to the Hyatt Hotel fortune, and brother of former U.S. Secretary of Commerce Penny
Pritzker, married M.K. Muenster in 1993lii. M.K., the daughter of a South Dakota state senator, first met
J.B. in Washington D.C., where he was working for Senator Alan Dixon. The couple are parents of two
children, 14-year-old daughter Teddi and 13-year-old son Donnyliii. J.B. holds a bachelor’s degree in
political science and government, as well as a J.D. from Northwestern, and is worth 3.5 billionliv. He has
 Group Project Report #2: Targeted Campaign Communications

never held a political position, but has a history of advocating for progressive issues and working for
political figures and causes since a young age. J.B. has served as chair of the Illinois Human Rights
Commissionlv. He also actively participates in religious activities and philanthropic efforts, most notably
establishing the Illinois Holocaust Museum and Education Center in Skokie, Illinoislvi.

Campaign Finance History

Both candidates in this race are largely self-funding, and relative newcomers to the professional political
arenalvii. Neither has an extensive history of campaign finance activities as candidates, though both have
contributed greatly over the years to political races in Illinois and across the country.

Issue Positions
Overall, J.B. is a progressive Democrat whose issue positions on issues such as LGBTQ rights,
abortion, immigration, gun control, and marijuana should play well with liberal Democratslviii. His
emphasis on jobs and the economy should appeal to moderate Democrats and even some left-leaning
Republicanslix. His stances on issues such as criminal justice reform, immigration, and healthcare all
emphasize recognizing race and institutional discrimination, which should appeal to several minority
populations. All of this rhetoric on various issues has been sourced from JB’s websitelx.
- Healthcare: Proposed “a public health insurance option that would allow every Illinois resident
the chance to buy low-cost health insurance”: thinks that if ACA is repealed, states will have to
take over creating individualized plans. “IllinoisCares” would be Illinois’ cheaper public
healthcare option.
- Jobs: JB supports raising the minimum wage to $15, raising wages for the middle class, the
Equal Pay Act, and the rights of unions and labor organizations. A major portion of the proposed
actions and legislation he plans to take focus on agriculture and manufacturing, specifically
increasing Illinois’ economic stability by creating more jobs. Illinois infrastructure is clearly
stated as a priority, specifically in transportation, agriculture, and manufacturing.
- Immigration: Protect DACA, fight against wall-building, prohibiting any type of registry in
Illinois based on race/religion/other factors.
- Senior Citizens: Increase and improve access to healthcare, quality of care, and selection of
environments re: assisted living. Ensure quality human services are affordable. Improving
institutions that provide care.
- Environment: Believes in climate change, wants to put Illinois on path towards 100% clean
energy sources. Priorities to invest in clean water infrastructure and supporting environmental
agencies; plans to join U.S. Climate Alliance to uphold Paris Climate Agreement provisions.
- Marijuana: Wants to legalize marijuana for recreational use. Plans to review and commute drug
offenses for marijuana, recognizing racial stratification in this policy area. Reinvest in
communities hit hard by war on drugs and mass incarceration.
- Gun Violence: Wants to treat gun violence as a public health epidemic, increasing and
supporting research in the area and building up community services to prevent it before it begins.
Supports gun control measures including banning assault and high-magazine weapons.
- LGBTQ Rights: Wants to address the rise of hate crimes, support diversity and inclusivity
measures in government, offer affordable healthcare, and oppose federal legislature infringing
upon or limiting these rights.
 Group Project Report #2: Targeted Campaign Communications

- Labor and Wages: Supports labor and workers’ unions, $15 minimum wage, Equal Pay Act, and
existing legislature that protects wages and labor agreements.
- Opioid Epidemic: Wants to focus on educating youth and preventing abuse of drugs as well as
mitigating risks in the use of prescription drugs.
- Economic Stability:
- Illinois Veterans: Wants to increase support services and access to affordable healthcare for
veterans, as well as make access to education easier.
- Criminal Justice Reform: “Legalize marijuana and modernize sentencing, especially for low
level drug offenses. Reduce recidivism and re-entry by removing economic barriers around
employment, affordable housing, human services, and family reunification. Reform our juvenile
justice system and end the criminalization of children by investing in court diversion programs
and restorative justice alternatives to incarceration. Treat gun violence like a public health
epidemic and make police more accountable to the communities they serve.” He has a
comprehensive list of specific policies and proposals that suggest how to reach or enforce these
goals.

Television Ad Scripts
“With” (30 Seconds)
Female voice: J.B. Pritzker is standing up for Illinois families.
He’s pro choice and stands up to Trump’s attacks on women.
J.B. has a plan to expand healthcare coverage to every illinoisan, including patients with
pre-existing conditions.
And he’ll make sure our schools are fully funded so that we can invest in our kids’
futures.
J.B. Pritzker for Governor...
He stands with us.

“Record” (30 seconds)

Male Newscaster: The state of Illinois is the only state that’s been operating without a budget for two
years
Female Newscaster: Tough questions today for Governor Bruce Rauner over the outbreak of legionnaires
disease at the Quincy Veterans Home.

Rauner: I am not in charge.

 Group Project Report #2: Targeted Campaign Communications

Television Ad Targeting
Figure 1. Number of “persuadable voters” per DMA media market.
Persuadable voters = expected turnout x (1 - (republican base + democratic base))
 Group Project Report #2: Targeted Campaign Communications

Figure 2. Number of “base voters” per DMA media market.

Base = expected turnout x democratic “base” based on previous elections
 Group Project Report #2: Targeted Campaign Communications

Figure 3. Targeted demographic (females aged 25-59) per DMA media market, according to Illinois
census data.
 Group Project Report #2: Targeted Campaign Communications

Figure 4. Targeted demographic (males aged 45-64) per DMA media market, according to Illinois census
data.
 Group Project Report #2: Targeted Campaign Communications

Figure 5. Cost per 1,000 advertisement impressions to “persuadable voters” per DMA media market.
 Group Project Report #2: Targeted Campaign Communications

Figure 6. Cost per 1,000 advertisement impressions to Democratic base voters per DMA media market.
 Group Project Report #2: Targeted Campaign Communications

Figure 7. Cost per 1,000 advertisement impressions (“With” ad) to females aged 25-59 per DMA media
market.
 Group Project Report #2: Targeted Campaign Communications

Figure 8. Cost per 1,000 advertisement impressions (“Record” ad) to males aged 45-64 per DMA media
market.

*Note: We decided to keep the somewhat irregular data of the 2006 election, in which there was
a first-time significant third-party turnout, because there was no clear evidence that the third-
party candidate pulled votes from one side more than the other. The overall effect was not too
different when compared to Republican and Democratic turnout in other years.

Faucheux Strategies
-Timing and Intensity:
 Group Project Report #2: Targeted Campaign Communications

Though most of the timing and intensity strategies Facheux describes are for campaigns
with low or limited funds, this hybrid is the one that will function best with JB’s specific
campaign and its large resources. These strategies, too, are recommended for those with low
funds and low name recognition; however, they can be adapted for the opposite. While JB does
have high name recognition and a higher limit for funding, the other strategies, which focus on
periods of little to no activity and short bursts of concentrated activity, don’t make sense when
facing an opponent with similarly high name recognition and funding capabilities. The opposing
campaign will probably pursue a continuous high-activity strategy; this hybrid strategy allows
for a strategic response.
-Persuasion:
Of the three persuasion strategies Facheux describes, neither the Base Strategy or the
Marion Barry Strategy truly fit JB’s campaign. The Base Strategy is for a campaign with enough
base voters to win without needing swing voters. JB does not have 51% of the electorate as base
voters, so simply reinforcing and turning out base voters as the strategy suggests would not be
enough. The Marion Barry Strategy is for a campaign with insufficient base voters that has slim
prospects of winning over undecideds and independents.

i
Maxwell, Mark. “Pritzker Used LLC to Donate to Madigan.” ILLINOISHOMEPAGE, ILLINOISHOMEPAGE, 2
Feb. 2018.
ii
Novak, Tim. “For J.B. Pritzker, Mansion's Disrepair Has Saved $230K in Taxes.” Chicago Sun-Times, 12 May
2017.
iii
Heinzmann, David, and Todd Lighty. “Tribune Exclusive: Pritzker's Secret Offshore Holdings Revealed in
Chicago Duck Boat Land Deal.” Chicagotribune.com, 14 Mar. 2018,
iv
Pearson, Rick, and Jeff Coen. “New Pritzker-Blagojevich Audio from FBI Wiretaps Sheds Light on Race Issue in
Governor Contest.” Chicagotribune.com, 6 Feb. 2018,
v
Lighty, Todd, et al. “J.B. Pritzker Sought Political Office from Blagojevich, 2008 FBI Wiretaps Show.”
Chicagotribune.com, 1 June 2017
vi
Miller, Rich. “Pritzker Hit for Tax Comments.” Capitol Fax.com, 5 Apr. 2018,
vii
“Home.” Rauner Failed Me, www.raunerfailedme.com/.
viii
“Media.” JB Pritzker for Governor, www.jbpritzker.com/media/.
ix
“JB Pritzker.” YouTube, YouTube, www.youtube.com/channel/UCI8FbW3Sm5y_3eP2g8kyXHg.
x
Edwards-Levy, Ariel. “Voters Say Health Care Is Their Top Issue In The 2018 Election. That's A Good Sign For
Democrats.” The Huffington Post, TheHuffingtonPost.com, 6 Apr. 2018,
xi
Wills, Christopher. “Brady Conservative Views Suddenly in Spotlight.” Pantagraph.com, 26 Oct. 2010,
xii
“Diana Rauner -- No Social Agenda.” YouTube, YouTube, 6 Oct. 2017, www.youtube.com/watch?v=cji8bMu-
l48.
xiii
“Glenn Poshard Fumbles Gay Rights.” Chicago Tribune, 17 Aug. 1998,
xiv
The state Journal register “Illinois can’t afford these mistakes” 27 March, 2018.
xv
O’connor, John. “Lawmaker rips Rauner on Legionnaires’ response at quincy veterans home” Chicago sun times.
20 February, 2018.
xvi
“The biggest issues for states to watch in 2018” Governing the states and localities. January, 2018
xvii
Barrett, MarySue “Illinois next governor will have to deliver the goods on education funding.” the Chicago sun
times 25 April, 2018.
xviii
Women and Leadership Chapter 2 “What makes a good leader, and does gender matter?” Pew research center,
14 January 2015.
xix
JB Pritzker.” YouTube, YouTube, www.youtube.com/channel/UCI8FbW3Sm5y_3eP2g8kyXHg.
xx
Miller, Rich. “Gallup: Trump’s 2017 Illinois Job Disapproval Rating Was 62 Percent.” Capitol Fax.com, 30 Jan.
2018, capitolfax.com/2018/01/30/gallup-trumps-2017-illinois-job-disapproval-rating-was-62-percent/.
 Group Project Report #2: Targeted Campaign Communications

xxi
Bhatia, Juhie “Here’s how candidates can get the mom vote this election” Womensnews.org 3 May, 2016.
xxii
Faucheux, Ron. “Strategies That Win” Campaigns & Elections, 1998.
xxiii
Verhovek, John. “Famous Names Face off in Historically Expensive Illinois Governor Race.” ABC News, ABC
News Network, 20 Mar. 2018, abcnews.go.com/Politics/famous-names-face-off-historically-expensive-illinois-
gov/story?id=53850164.
xxiv
Malloy, Liam C, and Shanna Pearson-Merkowitz. “Going Positive: The Effects of Negative and Positive
Advertising on Candidate Success and Voter Turnout.” Research & Politics, vol. 3, no. 1, 2016, p.
205316801562507., doi:10.1177/2053168015625078.
xxv
Pearson, Rick. “Millions of Dollars' Worth of TV Ads Later, Illinois Governor Candidates Now Need People to
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xxvii
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xxviii
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xxxii
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xxxiii
Pearson, Rick. “Pritzker Endorsed by Cook County Democrats.” Chicagotribune.com, 11 Aug. 2017,
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xxxiv
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xxxv
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xl
RGA News. “IL Dem Gov Candidate J.B. Pritzker Once Again Caught In Potential Blagojevich Pay-To-Play
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xli
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xlvii
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xlviii
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xlix
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“The Pritzker Family Is One of the Most Prominent in Chicago's Jewish Community. An Exclusive Interview with
J.B. Pritzker, Who Wants to Be the next Governor of Illinois.” Chicagojewishnews.com, 20 July 2017
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 Group Project Report #2: Targeted Campaign Communications

lii
“The Pritzker Family Is One of the Most Prominent in Chicago's Jewish Community. An Exclusive Interview
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liii
Sneed, Michael. “Sneed: It's Time to Meet the Pritzkers.” Chicago Sun-Times, 8 Apr. 2017,
chicago.suntimes.com/news/sneed-its-time-to-meet-the-pritzkers/.
liv
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lv
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lvi
“The Pritzker Family Is One of the Most Prominent in Chicago's Jewish Community. An Exclusive Interview
with J.B. Pritzker, Who Wants to Be the next Governor of Illinois.” Chicagojewishnews.com, 20 July 2017
lvii
Sfondeles, Tina. “Gov Race Funds Top $100 Million - Due to Rauner, Pritzker Deep Pockets.”Chicago Sun-
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lviii
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lix
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“JB Pritzker for Governor.” JB Pritzker for Governor, www.jbpritzker.com/.