Two-plus years of work pays off for Cocchi campaign

Date: 9/15/2016

News Analysis

GREATER SPRINGFIELD – The Democratic primary for the Hampden County Sheriff’s race had a narrative that was compelling to say the least: one veteran and current elected official with no corrections experience pitted against another elected official with some correctional experience and a longtime corrections officer who was Sheriff’s Mike Ashe’s hand-picked successor but was a political neophyte.

While some people might say the political organization Mike Ashe has built over his 42 years in office was a powerful aid for Nick Cocchi in overcoming both Governor Councilor Michael Albano and Springfield City Councilor Thomas Ashe, the connection to the sheriff was at least in theory both a plus and a minus.

Cocchi had to show he was his own man, while still acknowledging his debt to Mike Ashe. This was, of course, not the easiest thing to do as Ashe, as beloved and accomplished as he is, does have a few chinks in his armor, which this race certainly brought out.

Cocchi started early – more than two years ago – to build his name recognition through a very intensive traditional campaign. That’s not to say, he and his team didn’t use social media, but it was clear that Cocchi’s advisors thought having a solid ground game and organization was the best route to success.

That traditional approach to building a countywide organization worked well for Cocchi, the candidate with the least amount of name recognition at first.

It’s obvious with the decisive results, Cocchi successfully overcame the issue of name recognition and that his message of continuing jail management with a corrections professional resonated with the majority of voters.

The traditional approach was also taken by Thomas Ashe – no relation to the sheriff as Mike Ashe pointed out in television commercials – who went door-to-door, used lawn signs and had the support of the Springfield political establishment. Mayor Domenic Sarno, a long out-spoken ally of Sheriff Mike Ashe – was a key figure in the Ashe campaign, as was Springfield City Council President Michael Fenton.

This must have been difficult for Sarno, who has long expressed his admiration and support for Sheriff Ashe, but clearly Sarno wanted to support Tom Ashe, who has long been an ally to him on the City Council.

Some observers believed the coalition of the many Springfield officials would give Tom Ashe a needed edge for what was seen as a late start into the race. Ashe quickly developed his speaking point the he alone had both experience in government and corrections.

After rumors swirled for months that Albano was going to enter the race, the incumbent Governor’s Councilor made the announcement that he was going to run for sheriff. His platform set the tone for his campaign strategy: he announced through social media.

Through his press releases and videos, Albano emphasized his career in probations and his involvement with the police as a former Springfield mayor. While his fellow candidates did not hammer him as much as one might expect on his controversial time as mayor – his administration was marked with investigations and the fact the city was so far in debt that Gov. Mitt Romney and the Legislature brought in a Finance Control Board to run Springfield – Albano acknowledged his critics through his own “Mean Tweets” videos.

Albano took potshots at Mike Ashe, Cocchi’s political consultant Anthony Cignoli and this reporter, among others, through social media. His campaign was certainly not traditional. He also poured money into substantial television buys.

On Election Day, Albano spoke to Reminder Publications about his decision to craft a campaign without the traditional elements one usually expects. He noted that he did not have lawn signs and did not do any standouts. He did not go door-to-door or have an election night event.

Albano even released a video – one of many – during the campaign stating he had never used lawn signs. He said he thought they are a waste of money and compared the cost of the signs to advertising on Facebook. For the cost of a single sign, he explained, “With a push of a button, I can reach 2,000 to 3,000 people.”

Albano said that both voters and the media have changed. He believes it’s “almost disrespectful” to think someone would decide to vote for a candidate based on seeing that person wave a sign at a street corner. Voters decided their support based on positions and issues, he added, rather than “waving signs.”

Albano did attend every debate and candidate forum for the race and said he enjoyed the interaction among the candidates and the public.

A run for office in the future was not among the plans he said he has. Albano said he is considering looking at a nonprofit to aid in the opioid epidemic and wants to complete a book he has started that deals with “politics, policy and the FBI.”

It may be unfair to say the results of the election were a test of Albano’s campaign theories. Perhaps a candidate with a less controversial past or edgier style would have fared better with a campaign based on social media.

For the two candidates with far less corrections experience than Cocchi, the opioid crisis became their centerpiece. Ashe presented the idea of using space at the jail for treatment beds for addicts who had not been incarcerated, while Albano said he would not use the jail for that purpose but as sheriff he would work to increase the number of treatment beds.

Cocchi kept emphasizing what is within the sheriff’s legal responsibility: providing treatment to inmates with substance abuse problems.

On Election Night, Ashe said that he had no regrets for his campaign and was thankful for the people who supported him. He said his campaign volunteers “made a yeoman’s effort to get the message out and made every dollar count.”

He said, “I will support his [Cocchi’s] efforts moving forward” and added he has “no negative feelings toward anyone in the race.”

Cocchi’s Election Night celebration was simply a joyous party. Conducted at the Lusitano Club in Ludlow, the hall was jammed with supporters and elected officials. Mike Ashe seemed overjoyed, playfully dancing and striking a boxer’s poise as he worked his way through the well-wishers.  He said to the crowd, “We have a new sheriff in town,” and then added the sheriff has to be “solid, credible, has to have passion.”

He concluded, “Nick Cocchi, that’s the guy.”

Cocchi said to this reporter as he greeted supporters that his primary victory was the “culmination of two and a half years of work by volunteers.” He added, “It makes me feel good that the voting public knows how important the work that we do [at the jail].”

Cocchi will be facing his colleague at the jail Independent James Gill in the final election on Nov. 8 as well as Republican John Comerford. He said his efforts to become the next sheriff are only “half-over.”