Case Studies

Successful Political Campaign Strategy from C&B Marketing

Susan Allen in front of flag

Susan Allen won the primary election for the office of Randall County Clerk in March 2018. C&B Marketing worked with Susan to develop and implement a winning marketing strategy that ensured her success at the polls.


Photo of Susan Allen

About Susan

Susan Allen spent many years in management of both small and large businesses throughout Amarillo, developing the skills essential to maintaining and keeping public records. She has worked for the Potter County Clerk’s office, as well as volunteering as Randall County Precinct Chair #309, Vice Chair of Randall Republicans and delegate to the State Republican Convention, Vice President of High Plains Republican Women, an election judge, and Deputy Voter Registrar for Potter & Randall County.




"Honesty, integrity and sincere fellowship are rare in today’s business world. The Amarillo area and I are truly blessed to have your company represent this community."

- Susan Allen

Susan’s Challenge

Guided by strong conservative values and a heart to serve, Susan Allen decided to run for the position of Randall County Clerk in the March 2018 primaries. Two other women were seeking this position, as well. Susan needed an experienced marketing team to develop a campaign strategy that would help her stand out from the competition while staying within the limits of her campaign budget.

"I will be forever grateful for your honesty regarding how I could accomplish my goals affordably."

- Susan Allen

Susan’s Solution

Susan Allen selected C&B Marketing to help her develop and implement a campaign marketing strategy starting in October of 2017. 

The C&B team first designed a logo for use on all of Susan’s campaign materials. The logo needed to be easily recognizable and represent Susan’s conservative values. 

Next, C&B helped Susan set up her Facebook Page so people could get to know her character, experience and desire to serve the community. 

Then a series of print materials were designed featuring the logo and her qualifications for the position. These items included a postcard that was mailed out to residents of Randall County, a billboard, yard signs, business cards, fliers to hand out, and branded promotional products to give away.


Susan Allen campaign branded items

The Result

Susan Allen won the race by a wide margin, avoiding a runoff. Of the 14,532 votes cast, Susan received 7,344 votes . Her opponents Marie McNutt and Jami Love had 3,779 and 3,409 votes respectively. Susan had earned 50.5 percent of the vote.

Susan Allen Campaign pie chart of votes cast

"My personal experience with C&B Marketing (in the political arena) resulted in a plethora of successful results due to your awesome team. C&B’s advanced knowledge of social media, graphic design and marketing were key to my exposure as a successful candidate in the March 6th, 2018 primaries."

- Susan Allen