CASE STUDY: DEMAIO DIAL-TESTING HELPS GUIDE PRIMARY VICTORY SITUATION: In 2012, San Diego needed to choose a new mayor when Mayor Jerry Sanders termed out. Of the nearly 632,000 registered city voters, 40 percent were Democrats, 28 percent were Republicans and another 27 were registered decline-to-state (independents). Carl DeMaio, a San Diego City Councilman and former successful business owner, jumped into a primary field with two other Republicans, San Diego County District Attorney Bonnie Dumanis and California state Assemblyman Nathan Fletcher, all running against one Democrat, US Congressman Bob Filner. With two other Republicans siphoning donors, DeMaio worked hard to outraise his competitors and managed to secure the endorsement of the Republican Party of San Diego Co

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