HOW CAN

DARK HORSE POLITICAL
HELP MY CAMPAIGN?

THE DARK HORSE

Founded in 2015 by Christopher Gergen, the seeds of what would become Dark Horse Political were planted during Senator Bob Dole’s Presidential campaign in 1996.  For almost 20 years, Mr. Gergen stayed involved in politics and campaigns as a volunteer before leaving his job as a financial planner with a Fortune 500 investment firm to create DHP.  Gergen saw first hand the political consultancy space was rife with pretenders and grifters who moved from candidate to candidate without providing any real value.  He believed there must be a better way.

In 2016, Gergen was tapped by the Donald J. Trump for President organization to operate as the statewide Political Director in Oregon during the Primary election.  After winning the Primary election, Gergen stayed on into the General election until he was asked to help campaign operations on the ground in Florida.  While in Florida working on a local race he met his wife, Eva Sara Landau, who was the co-founder of Latinas for Trump in 2016.

Since that time, DHP expanded its operations to run races in multiple states, work with PACs (Political Action Committees), and political operations internationally in South America.

In 2023, DHP will expand operations to Europe.

Mr. Gergen and Mrs. Landau live in Las Vegas, Nevada with their 13-year-old Chihuahua and a stubborn Basset Hound named Brenda.  Christopher is a cigar aficionado and when Eva Sara is not running her human rights non-profit, she enjoys cooking and traveling.

CORE COMPETENCIES

While Dark Horse Political is competent in many different areas, our true value to our clients revolves around four fundamental areas:

  1. Strategic Planning
  2. Tactical Planning
  3. Iconic Branding
  4. Web & Graphic Design

Strategic Planning is the underlying foundation of all of your campaign activities.  It is the roadmap. Without a sound campaign roadmap, your efforts will be disorganized, chaotic, and ineffective.  Knowing what must be done to win your race BEFORE you embark on the journey cannot be overstated.  Hope is NOT a strategic plan.

Tactical Planning is the execution arm of your campaign efforts.  Tactics are ‘the how’ of your campaign.  How are you targeting voter segments?  How often are you targeting these segments?  How are you raising the money to fund the operations?  How are you managing your data?  How do you respond to an attack from an opponent?  How do you manage a crisis or bad media?  These are tactical issues.

Your campaign image requires iconic branding.  Perception is reality.  Whatever the voters believe to be true about your campaign based upon their perception of your brand is true to them–whether that perception mirrors reality or not. Your entire campaign is represented by the logo, brand language, and style of your publicity.  Many voters dismiss candidates due to poor branding.  Do your logo and brand express competence, power, and excellence?

Our technology-driven society requires a clean UI/UX experience.  This is why your Web & Graphic Design team needs to be the best.  Brand continuity and consistency put voters at ease.  The goal of our Web & Graphic Design team is to ensure anyone who comes into contact with your campaign–whether through your website, your app, an online ad, a social media account, a piece of literature mailed or dropped at their door, a radio or television ad, or any other medium–has the same experience each time.

Within each of these four fundamental competencies, Dark Horse Political employs the very best tools and resources available to our clients to ensure their campaigns can compete at the highest level.

For more information on how Dark Horse Political can help your campaign please send an email to mycampaign@dhpolitical.com for details.

FAQ

FREQUENTLY ASKED QUESTIONS

Dark Horse Political has solutions to fit any size campaign--large or small. Our firm has worked on Presidential campaigns, Gubernatorial campaigns, US Senate campaigns, US Congressional races, Upper and Lower legislative races, local races, and International races.  There are no one-size-fits-all solutions for campaigns.  Each campaign is unique and Dark Horse Political will customize a solution that works for your race and your budget.

No, not typically.  Dark Horse Political wants to be involved with the success of each of our clients.  Strategies are not static; they are fluid and flow with the constant changes within the race dynamics.

Dark Horse Political has minimum fees based on the required budget and the overall scope of the race for strategic and tactical (management) services.

Our branding and web & graphic design services are charged per project or hourly based upon the needs of the client and project details.  For example, if a client needs one branded logo for their campaign, we will charge them one set fee.  However, if the client needs ongoing creative services, it is more cost effective for the client to pay an hourly rate.

No.  Dark Horse Political does not work on a strictly commission basis.  Under certain circumstances DHP will work on a hybrid fee-plus-commission basis.  For more information, please contact our office for details.

No.  No firm can make that guarantee (and any firm that does make that guarantee is not being honest with you).  However, we do guarantee hiring our firm will make any client immediately more competitive in any race they run.

Strategic Planning is determining what mountains you're going to climb.  Tactical Planning is how you're going to climb those mountains.

In simple terms, strategy determines what activities a campaign will engage in, when they will execute activities and why.  Tactical planning is specifically the management of field activities and determining the best way to accomplish the goals laid out in the strategic plan.

No.  Full stop.

No.  Full stop.