The message that swept Rick Snyder to victory: 'jobs, jobs, jobs'
The number of jobs Michigan lost from January 2003, when Jennifer Granholm became governor, to January 2010: 602,600.
The margin of victory by Ann Arbor venture capitalist and Republican Rick Snyder over Democratic Virg Bernero in Tuesday's gubernatorial election: 590,000.
Rick Snyder greets supporters in Detroit after winning Michigan's 2010 gubernatorial election Tuesday night.
Lon Horwedel | AnnArbor.com
Recognizing that in the midst of a devastating economic collapse, voters are focused exclusively on the economy, Snyder declared Michigan an "economic disaster" on the day he launched his campaign in July 2009 and repeatedly called himself a "job creator."
Describing the focus of his campaign while awaiting the election results Tuesday, Snyder summarized it this way: "jobs, jobs, jobs."
In past elections, that might not have been enough. Social issues could have become a distraction. Health care reform could have taken the spotlight. Immigration or environmental issues could have become the focus.
Not this year. The most successful Michigan political candidates recognized that, with a 13 percent unemployment rate, voters are still hurting.
Bernero knew that, too. That's why he tried to discredit Snyder's self-proclaimed "job creator" credentials by accusing him of outsourcing jobs as an executive for Gateway Inc. and as an investor in high-tech companies.
But voters didn't buy it. Snyder won with about 58 percent of the vote, and Bernero received 39 percent.
In the marketing world, you've got to deliver your message over and over for consumers to absorb it. Snyder recognized that. He repeatedly portrayed himself as an outsider and branded himself as the only candidate who understood how to spark an economic revival in Michigan.
"If you look at the focus of our campaign, I’ve been talking about jobs since Day One," he said Tuesday afternoon.
In Michigan, that's the only focus he needed.
Contact AnnArbor.com's Nathan Bomey at (734) 623-2587 or nathanbomey@annarbor.com. You can also follow him on Twitter or subscribe to AnnArbor.com's newsletters.
Comments
Veracity
Fri, Nov 5, 2010 : 6 p.m.
But how will the Republicans find jobs for 640,000 unemployed citizens of Michigan? The meager number of jobs offered by the few new entrepreneurial companies will require training and skills rarely found among our presently unemployed. Reducing taxes and regulations will not be the stimulus for hiring that Snyder imagines. In the age of climate change Michigan is about to embark on a long and cold winter lasting four years.
Do not taunt Happy Fun Ball
Fri, Nov 5, 2010 : 9:04 a.m.
In five years, youre going to be blown away Jen was talking to the Dems no doubt - Republican Gov.-elect Rick Snyder blows into Lansing with overwhelming Republican majorities in the Michigan House and Senate margins of power few predicted, even in what many thought would be a GOP year. Most astounding are the GOPs gains in the Michigan House. Going into Tuesday, Democrats held a 67-43 majority. The GOP picked up 20 seats and will hold a solid 63-47 majority for the next two years. Republicans also won a super majority in the Senate, where theyll now hold a 26-12 advantage. Of the 148 total seats in the Legislature, only 34 were thought to be toss ups this year, Republicans captured 32 of the 34 (all 9 in the Senate and 23 in the House). We are all Nerds now.
Brad
Thu, Nov 4, 2010 : 1:38 p.m.
We can go get jobs at Dell in China for 2 yuan per pay period.
donderop
Thu, Nov 4, 2010 : 8:42 a.m.
But you have to admit, Mr. Snyder will look fetching in a Dutch-boy costume, sweeping the streets of Holland in the Tulip parade.
KJMClark
Thu, Nov 4, 2010 : 8:17 a.m.
Snyder for President in '12? Really bad joke right? But... - He was elected with a large majority, so he's clearly popular (rather, given the economy, people really wanted a change and the Democrats were in charge for the past 8 unfortunate years.) - He'll be a political newbie, but so was Obama. - He's bound to have created some jobs, if for no other reason than the Michigan auto industry is now paying low, low wages (Sale! Cheap jobs!), and auto sales are slowly increasing. Sales are around 12 million SAAR, they're increasing about 120,000 per month, and Toyota is currently losing sales. So by election season 2012, at that rate sales should be up around 14.5 million SAAR and he can claim the Michigan "jobs miracle!!!" to run on. - He's a businessman, and businesses create jobs, and we need jobs, so therefore we need him (gotta love that logic.) - It has to be a governor, because 53% of people in exit polls detest the Republicans in Congress. On the analysis, maybe you could create an "analysis/response" page on the paper version and put Speechless and Tru2blu76's comments as the response. They nailed it pretty well.
kmgeb2000
Wed, Nov 3, 2010 : 3:52 p.m.
This article is hardly "ANALYSIS". As Tru2Blu76 points out, whomever was in office during this period would have faced the decline of the automotive industry in Michigan. This is analysis. Even Nathans sentence is on Bernero is just retread ".. discredit Snyder's self-proclaimed "job creator" credentials by accusing him of outsourcing jobs as an executive for Gateway Inc.". The analysis would be either Gateway, Inc. outsourced jobs during his time at Gateway, Inc. or they did not. Conversely, whether Snyder was involved in the decision to out-source jobs. A one who owned a Gateway prior to Snyder's tenure, they certainly are not at the stature of say HP or Dell today. Now, mostly a footnote.
SemperFi
Wed, Nov 3, 2010 : 3:03 p.m.
I hope that this guy knows of something that the rest of us average citizens aren't aware. Perhaps he can produce jobs out of thin air. That was probably only the case during the dotcom boom. Good luck, you'll need it.
Jon Saalberg
Wed, Nov 3, 2010 : 2:53 p.m.
And the same old GOP dinosaurs. Not an auspicious sign from our "great new leader". Snyder taps Engler Veterans for Transition Team.
ruminator
Wed, Nov 3, 2010 : 2:28 p.m.
It appears, of the "tens of thousands" of jobs he created, there is but one job left in the US... His! What we have here is an Engler in training. Should be even more fun this time around.
Audion Man
Wed, Nov 3, 2010 : 2:24 p.m.
Thanks for the flaccid analysis. But this jobs, jobs, jobs mantra is tiresome. The problem is, there is no job that annarbor.com does not wet its collective pants about. But Rick Snyder and all of the other Tech Messiahs that are lauded here seem only to offer wage deflation. An hour at most of the jobs that annarbor.com goes on and on (and on) about will not even buy you sandwich at Zingerman's or a meal at one of Ann Arbor's oh so lovely (and over-covered by annarbor.com) restaurants. We need decent jobs. (or cheaper restaurants, I guess)
Cash
Wed, Nov 3, 2010 : 1:43 p.m.
Well he created at least three jobs dragging in the old Engler retreads to work for him. More Engler. One good thing, people will get a snoot full of corporate welfare and hopefully get sick of it.
Roadman
Wed, Nov 3, 2010 : 1:32 p.m.
"Jobs,jobs,jobs" was the campaign cry of Jim Blanchard in his 1982 victory over Dick Headlee. He obviously did not copyright it.
Speechless
Wed, Nov 3, 2010 : 1:30 p.m.
Rick Snyder's ten-point recovery plan on his campaign site reminds one of a stereotypical dot-com business "plan" from the internet bubble era of the late 1990s. A summary for this plan, in a chronological terms, goes like this: •  Begin with historic levels of unemployment. •  Proceed to elect Rick Snyder. •  Then give a pile of public tax money to business interests. •  Slash state services and funding support. •  Mix and stir, while waving magic wand. •  Set aside mixture for 20 minutes. •  Financial chemistry ensues (please don't ask for details!) •  Jobs! Jobs! Jobs! In reality, Snyder banks on his administration being saved in 2014 by an upswing in the business cycle. While that sort of strategy has worked in the past (it helped save John Engler in 1994), don't count on it happening during the next several years. This economic recession runs much deeper. A vast section of the (former) middle class has run out of ways to extend their consumer debt and thus jumpstart economic revival. Since Reagan arrived in the White House a generation ago, the U.S. economy has fueled growth through debt expansion. That game now appears to have run its course. It will be fascinating to see voter reaction to Snyder's 'plan' after four years. As an interesting side note, it's now no longer possible to directly access content on the Snyder campaign's web site. One must rely on Google cache.
Ignatz
Wed, Nov 3, 2010 : 1:25 p.m.
Corporations have us where they want us, willing to do anything for a job, any job. Maybe we can all take turns greeting one another at Walmart. Waht ever you do, don't buy American!
lisasimpson
Wed, Nov 3, 2010 : 1:15 p.m.
Jabs jabs jabs!
David Briegel
Wed, Nov 3, 2010 : 12:25 p.m.
Following the lead of the Waltons. Jobs in China! Yeah.