Taking on the Establishment: How CLM Drove a Grassroots Campaign Into the Spotlight
When local social worker Jeanette Barrera decided to run for Long Beach City Council, she didn’t have the deep pockets, political connections, or establishment backing that typically define local elections. What she did have was a vision for real change, and Concept Lab Marketing was proud to help her amplify that vision through smart public relations and campaign communications. Here’s how we did it:
1: Positioned the Candidate Against the Establishment
From day one, our strategy was to position Barrera as the candidate of integrity—an authentic, conflict-free alternative to “politics as usual.” We crafted messaging that emphasized her personal sacrifice—emptying her own savings to run—and her track record as a public service veteran in social work and mental health. This narrative immediately set her apart from establishment-backed opponents.
2: Media Relations and Storytelling
Our communications team worked to ensure Barrera’s story was told in a way that resonated with voters. Through feature placements in regional outlets like The Fight Magazine, we framed her as the grassroots frontrunner willing to take on entrenched interests. Headlines such as “Taking on the Establishment” reinforced her campaign’s promise of accountability, fairness, and service to the community.
3: Strategic Messaging and Opposition Contrast
In addition to promoting Barrera’s strengths, our PR strategy included drawing clear contrasts with her opponents. We highlighted conflicts of interest, outside financial ties, and residency concerns in ways that informed voters while keeping Barrera’s campaign message focused on solutions—affordable housing, homelessness, and neighborhood safety.
4: Volunteer Mobilization Through Communication
Behind every grassroots campaign is a strong community of supporters. We built communication pipelines that made it easy for over 100 volunteers to stay informed, engaged, and energized. By aligning campaign messaging across digital, print, and grassroots outreach, we helped amplify her credibility and momentum.
The Results
Our efforts in public relations and campaigning helped establish Jeanette Barrera as a top contender in Long Beach’s District 2, securing important endorsements from unions, community leaders, and advocacy groups. This strategy gave voters a clear, transparent, and community-focused choice. At Concept Lab Marketing, we see public relations as more than just media coverage—it’s about crafting stories that empower communities and drive change. Jeanette’s campaign shows how smart communication can help grassroots candidates compete with well-funded political entities.
Read the full FIGHT Magazine article.