CampaignStrategyMemorandum

To:
CandidateSmith

From
:JinLee,Campaignconsultant
Date
:April17,2016
Re
:RecommendationsforCandidateSmithscampaignstrategyforPresidentelection2016

Thismemoisforprovidingstrategyandideashowtowinthepresidentelectionof2016to
CandidateSmithscampaignteambyanalyzingsuccessfactorsofObamaswinningwith
comparisonofRomneysfailureinthelastpresidentialelectionandanalyzingdemographic
structuresof2swingstatesFlorida,andColorado.

CampaignstrategyRecommendation

1. VideoCampaign

AfterreviewingthecomparisonfromObamaandRomneyscampaignvideos,Iconcludedthat
briefnessandclarityarethekeysofvideoadvertisementsefficiency.Itisveryimportantto
deliverthecandidatesmessageclearlyinashortperiodoftimeinacampaignad.The
followingsarethestrategyonvideocampaign.

A.

GoStraight
ObamascampaignvideosthatIhavereviewedweremostlyveryclearto
understandwhileRomneysdonothavekeypoint.Becauseofthecharacteristicofshortplaying
timeofcampaignad,itisnecessarytobestraightforwardonSmithsplansratherthanbeating
aroundthebushorusinganemotionalappeal.Whentheplansaredemonstrated,therelated
imagesandbrieftextshouldbeprovidedonthescreentocatchtheviewerseye.

B.

ListSmithsPoliticalSuccess
WhenIwatchedObamascampaignad,itwas
understandablewhatObamadidwhenhewasintheofficebecausetheadprovidedthelistof
hisachievementswithtextandproperimages.Itwillbehelpfulifthecampaignvideocanshow
andlistSmithspoliticalexperienceandsuccessfulcaseshedealtwithforhiscommunityor
state.Bydoingthis,theviewersmightcanthinkSmithisawellqualifiedcandidateand
deservedtobeelectedforthepresident.Thelistalsoshouldbeprovidedwithproperimages
andtextinthead.

C.

ComparewiththeOppositeParty
ObamascampaignadReadMyPlanbriefly
explainednegativefactsofRomneysplan.Exposingsomenegativeaspectsoftherivalis
effectivetopersuadepeopletovoteforSmith.ItisnecessarytoexplainhowdifferentSmiths
planarefromtherivalcandidatesandprovidesashortsupportingexplanationwhySmiths
planshastobesupportedratherthantheoppositeparty.

D.

UseDynamicinBackgroundMusic
IntheObamaandRomneycampaignads,therewere
backgroundmusicanddifferentvoiceswhichcouldtouchthewatchersheartandmovetheir
mindstowardsthecandidates.Theadproducershouldpaycloseattentiontochoose
backgroundmusic,soundeffectsandvoicesbecauseviewersarealsoaffectedbythesoundof
thead.ThepurposeofCampaignadistoconvincepeopletovoteforthiscandidatefromthe
shortvideo,themusicorsoundshouldbeapartofthecompactmessage.Thereforethe
backgroundmusicandvoiceshouldbeearnest,butnotsoseriousmoodandneedtohave
somedynamicasthemessagetheadcarrieson.However,Irecommendthatthemusicdoes
notoverwhelmthevoicesbecauseitcouldbelesseffectiveonthemessagetobedeliveredas
anexampleofRomneyscampaign,TheBestAmerica

2.SwingStates

Swingstatesareveryimportanttoearnpotentialvotesandfindhiddensupportersofthe
presidentialelection.Formakingstrategyofswingstates,analysisofdemographicstatisticsof
twoswingstatesFloridaandColoradofromtheelection2012havebeenused.SwingStates
normallydonothaveaspecificpoliticalpreference,thusitisveryimportanttomakeright
approachtothosestates.

Florida

A.Readlowerincomepeoplestendency
ArecentdatafromtheU.S.CensusBureau
showsFloridasmedianhouseholdincomeas$47,212andthisislowerthantheU.S.average
of$53,482.AlsopovertylevelishigherthantheU.S.average.Therefore,itisimportanttoread
thepoliticaltendencyandenvironmentoflowerincomepeople.Lowerincomepeoplenormally
wantthegovernmentshelpontheeconomicsituationandprovidesolutions.Settingupthe
plansaboutbetterhealthcare,education,orhousingprogramsforlowerincomehouseholds
andapproachthemwiththisplanwillbeagoodwaytogetsupportfromFloridapeople.

B.FocusonRaceDiversity
Floridahashighdiversityofethnicity,asIresearchthe
demographicstatisticfromtheCensusBureau,ithas23.3%ofLatinoand15.4%oftheAfrican
Americanpopulation.AsObamaisreelectedin2012,votingpopulationofAfricanAmericans
hasincreasedandHispanicvotersalsowerethemainsupportersofObamasvictoryin2012,
sothesupportingonthispopulationmightleadagoodresult.Bothracespeoplealsohavea
tendencytolovethegovernmenttryingtosolvecertainproblemssuchastheeconomyor
discrimination,soitcouldbeimportanttoshowCandidateSmithswilltosupportthepolicies
aboutthesolutionofthoseproblemstothesevoters.

Colorado

A.RiseHighEducatedandWhitePopulationsVotes
Coloradoisoneofthestateswitha
highmedianhouseholdincomeandhighereducationlevel.Thisstatealsohasthecharacteristic
ofhighpopulationofwhitepeople,whichisalmost70%ofitspopulation.Despiteofthesefacts,
thevotesbywhitepopulationislowerthan50%intheelection2012inColorado.Themost

importantmatterforthisgroupofthepopulationistoasksupportandmakethemtoactually
vote.Oneofthewaysthatourteamcangettheirsupportisthatwecanbesupportiveof
equality,freedomandenvironmentalissuesofthiscountrybecausethesegroupsofpeople
haveatendencythattheyaremoreliberalonthesekindofissues.

B.AlsoSupportLatinoPopulation
TheLatinovotingpopulationofthisstateismorethan
20percent,soitisalsorecommendedtofindLatinosupporters.However,inspiteofthehigh
populationofLatinopeople,theparticipationpercentageiscomparativelylowerbecausethey
oftenhavesomelanguagedifficulties.SowhatIrecommendistoproduceSpanishversion
advertisingandpromotionalmaterialsforthecampaign.Hispanicpopulationcanneverbe
disregardedelectionsnowadays.OneofthereasonsthatObamacouldwinin2012isthathe
receivedbigsupportbytheLatinopopulation.

CommonRecommendationforBothStates

A.DoNotOverlookPotentialVoters
YounggenerationinAmericatendstoavoid
participatinginpoliticsthantheoldergeneration,sotheyaremostlyhiddenpopulationonthe
electionBothstateshavebroadyoungWhenitisobservedObamagotbigsupportfromthe
peopleunder30yearsoldinFlorida,topullouttheyoungpeoplessupport,Irecommend
CandidateSmithcanbeinclinedtotheliberalsideforsomeissues,forexample,tosupportthe
righttomarriageorfightforanyinequalitybecausemostoftheyounggenerationhasaliberal
attitudeonpoliticalorsocialissues.Itisalsorecommendedtoprovidesupportiveplansrelated
natureenvironments,becausetheinterestandconcernsregardingenvironmentalissuesare
increasingamongyoungpeople.

B.GrabWomenVoters
Duringtherecentafewdecades,astheeducationlevelofwomen
hasbeenelevatedsoitcanbesaidpoliticalparticipationbywomenisalsogrowing.Because
thetendencyisthatmoreeducatedpeopleisvotinginelections.AsitisobservedinCensus
Data,womenpopulationislargerthanmensonallagegroupsexceptundertheagegroup
2034onbothstates.Therefore,itishighlyrecommendedthattheCandidateSmithappeals
withtheplanstosupportwomenssideinespeciallyinthehealthofolderagewomenand
violenceorcriminalissues.Alsowecansupporttheplanofequalpaybetweenmaleandfemale
tomaximizewomenvotersparticipation,especiallywhoseintheworkforce.

3.SocialMediaCampaign

PBSNewsHourvideoObamaspent10TimesasMuchasonSocialMediaasRomneyproved
Obamasstrategyofusingsocialmediaonhiselectioncampaignin2012wasverysuccessful
althoughitwasneverbeentriedincampaignsinthepast.ObamateamusedFacebooktofind
hispotentialsupporters.Theteamusedthecharacteristicofinteractivityofsocialmediaby
clickinglikeandfriendorfollowerandpsychologicaltendencythatpeoplemorerelyon
friendsandfamilysthoughtsandopinionsintheirreallifethancampaignsfrommassmedia.In

thediscussion,itisalsomentionedthatyoungergenerationbegantorevealtheirpolitical
preferencetoothers.Thoughthediscussion,wegettoknowtheimportantroleofsocialmedia
onelectioncampaignnowadays.Throughreviewingthevideosummary,afewnewstrategies
areconsideredthroughmediacampaignforCandidateSmith.

A.Focusontheyoungusers
AswereviewedtheresultofObamateamsusageofsocial
mediainthe2012election,theyoungpotentialvotersplayedakeyroleonObamasvictory.
Therefore,wealsocanuseyoungergenerationusingsocialmediastacticallyasaconnector
withtheoldergeneration.Becauseahighpercentageofyounggenerationusesthesocial
mediaserviceandtheynowtendtoexpresstheirpoliticalopiniontootherpeople.Soitcanbea
goodstrategythatweaskouryoungsupporterstodelivermessagestotheirolderfriendsor
familiesandpersuadethemtosupportCandidateSmith.Itsrippleeffectcanbeunlimited
becauseofthecharacteristicofinteractivityasmentionedinthediscussionvideo.

B.UseLocationinSocialMedia
Whenitisassumedcertaingroupofpeopleareinterestedofelection2016,Ithinkitiseffective
iftheadsareprovidedbythesocialmediausersareas.Allsocialmediaservicesprovide
locationservices,soitcanbehigherpossibilitythatuserscanclickontheadprovidedby
someoneclosebecausepeoplehavemoreinterestifsomeissuesarehappeningintheirareas.
Forexample,theadtitlewithSmithSupportersinSouthernCaliforniaorSupportSmithfor
ourcommunityandstatecanbemoreeffectivethanSupportCandidateSmith.

Conclusion

Itisimportantthatwehavetothinkmanydifferentpossiblewaystogetsupportersforvictoryin
election2016.Thecorefactoristomakepeopletocomeoutwhichiscalledgetoutthevote.
ItisimpossibletoleadagoodresultwithonlytraditionalcampaignmethodssuchasTV,Radio
Adsordoortodoorvisiting.Thecombinationofoldfashionedmethodsandnewstrategies
relatedwithsocialmediacanbeagoodchoicetoo.Inaddition,asitisreviewedinmy
recommendation,focusingonthestrategiesofswingstateswiththeconsiderationof
demographicstatisticssuchasgender,age,educationandethnicityisalsocanbeakeyfactor
ofyourvictoryintheelection2016.

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