Kenny Hulshof may have clinched the Republican nomination for governor statewide, but his supporters are hearing crickets in Northwest Missouri.

The Columbia, Mo., congressman lost 13 counties in the Midland Empire plus Clay County to primary contender Sarah Steelman in the primary election. Those included Buchanan, Andrew, Nodaway, Platte and other counties.

Mr. Hulshof was able to claim Atchison, Gentry and Livingston counties — the latter two by only four and six votes, respectively.

Democratic opponent Jay Nixon, the state’s attorney general, plans to move in on Ms. Steelman’s backers, saying that the 45 percent of Republicans who voted for her were voting against the “fiscal irresponsibility” of Washington.

“I think clearly you’re going to see some come my way,” Mr. Nixon said during a post-primary conference call with reporters last week.

Ms. Steelman, the state’s treasurer, had heavily criticized Mr. Hulshof for signing off on costly federal earmarks.

“I think there’s real energy out there for change,” Mr. Nixon said.

Mr. Hulshof intentionally ceded Kansas City and the Northwest Missouri area to Ms. Steelman in his campaign to win the primary and focused his efforts elsewhere, explained Jared Craighead, executive director of the Missouri Republican Party.

Indeed, Ms. Steelman publicly visited St. Joseph and surrounding areas multiple times in the months and weeks leading up to the primary, while Mr. Hulshof’s visits proved scarce, the most recent being his appearance with U.S. Sen. Kit Bond, R-Mo., at Heartland Regional Medical Center on July 27.

That’s all about to change, contended the Hulshof camp.

“It’s a completely new campaign with a completely new strategy and we’re reaching out to new areas,” said Scott Baker, a campaign spokesman for Mr. Hulshof. “You’re going to see him a lot more in Northwest Missouri.”

No immediate visits to Northwest Missouri had been scheduled, but Mr. Baker said the congressman also would target the area with more television advertising.

Mr. Baker chalked up Mr. Nixon’s plan to attract Ms. Steelman’s voters as “wishful thinking” and that Mr. Hulshof’s winning track record in Boone County, a traditionally Democratic area, showed his ability to cross party lines.

But Buchanan County Democrat Club President Pat Squires said Mr. Hulshof set himself up for the possibility when he compared Ms. Steelman to Mr. Nixon during the primary campaign.

Mr. Hulshof’s campaign ran a “mud” TV ad that criticized Ms. Steelman for backing labor unions and siding with trial lawyers on “frivolous lawsuits.”

“Now who does that remind you of?” the narrator’s voice asks shortly before the commercial displays a photo of Ms. Steelman’s face next to one of Mr. Nixon.

“I think what’s going to happen is if Kenny will come up and visit with the people, I think the people will get behind him,” said Ken Beck of the Northwest Missouri Republican Club, which repeatedly invited Mr. Hulshof to meetings with no success. “The people — not just special interest groups.”

Mr. Beck, who said he voted for Ms. Steelman, predicted area Republicans would eventually support Mr. Hulshof as the election nears.

“He’s able to reach out to the every day voter, he just needs to get out and do it,” he said.

Alyson E. Raletz can be reached at alysonraletz@npgco.com.