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Our Common Call to Duty— 
“It is time to hold those responsible…accountable!” 
© 2014 Conservative War Chest PAC. All righ...
2014 
YEAR OF 
OPPORTUNITY 
© 2014 Conservative War Chest PAC. All rights reserved.
WAVE 
ELECTION? 
© 2014 Conservative War Chest PAC. All rights reserved.
CONSERVATIVE 
TAKE OVER OF THE US 
SENATE? 
© 2014 Conservative War Chest PAC. All rights reserved.
CONTROL 
OF BOTH HOUSES 
OF CONGRESS? 
© 2014 Conservative War Chest PAC. All rights reserved.
EXCEPT 
© 2014 Conservative War Chest PAC. All rights reserved.
The GOP establishment and its genius consultants 
keep losing Senate seats in Red States. 
In 2012 they spent more than $3...
Their latest mistake was Virginia 2013. 
With a little more money the Conservative Gubernatorial 
candidate could easily h...
2014 
SENATE 
© 2014 Conservative War Chest PAC. All rights reserved.
And right now the Republican establishment 
and its experts are gearing up to do it again 
in the 2014 Senate races. 
The ...
But the GOP establishment and the 
consultant class 
STILL HAVE NO SOLUTION. 
© 2014 Conservative War Chest PAC. All right...
In fact, here’s the really bad news… 
Not only doesn’t the Republican establishment 
have a strategy but they don’t think ...
They are saying Obamacare will be enough 
to defeat Democrats and take the Senate. 
Just as they said Romney would win by ...
Some 
Strategy. 
© 2014 Conservative War Chest PAC. All rights reserved.
Because bet on this… 
© 2014 Conservative War Chest PAC. All rights reserved.
Once the smear ads start and Conservative candidates 
start losing ground the Republican establishment and its 
defeatist ...
So the GOP establishment 
and their experts 
DON’T 
HAVE A STRATEGY. 
© 2014 Conservative War Chest PAC. All rights reserv...
But we do. 
© 2014 Conservative War Chest PAC. All rights reserved.
© 2014 Conservative War Chest PAC. All rights reserved. 
We are…
Here is our strategy. 
And why it works. 
© 2014 Conservative War Chest PAC. All rights reserved.
First, smear attacks can never go unanswered. 
The best answer to them is a context – a narrative 
that gives voters an un...
The key is to stop the groups behind these ads 
from individually attacking Republican candidates 
and show voters how the...
So our narrative is about the Liberal groups. 
We call them the GANG OF 5. 
1. Extremist Liberal leadership of the Democra...
© 2014 Conservative War Chest PAC. All rights reserved.
We then explain that the GANG OF 5 
are using attack ads to distract voters 
from seeing that the Candidates 
they support...
A hidden agenda of… 
• Huge Debt 
• High Taxes 
• Health Care Rationing 
• Assaults on Religious Freedom 
• Repression of ...
So the GANG OF 5 
and their candidates want to… 
© 2014 Conservative War Chest PAC. All rights reserved.
“DETROIT AMERICA” with 
“debt and bankruptcy, with tax and spend” 
“CALIFORNIA AMERICA” with 
“regulations that destroy jo...
This narrative and context not only buffers 
the attacks against Red State candidates 
but boomerangs them 
back at the De...
So Think 
of it. 
© 2014 Conservative War Chest PAC. All rights reserved.
Kay Hagan, Mary Landrieu, Mark Pryor, 
Marc Begrich, Jeanne Shaheen, Mark Udall, 
and all the other Liberal candidates… 
S...
The attack ads soon become a liability. 
And our boomerang strategy puts 
Liberal Democrats on the defensive. 
© 2014 Cons...
Now here’s the next part. 
© 2014 Conservative War Chest PAC. All rights reserved.
We fight everywhere. 
© 2014 Conservative War Chest PAC. All rights reserved.
We fight everywhere because we believe that Obama 
has moved the Democratic party and its candidates 
so far to the left h...
We don’t cherrypick states. 
We fight everywhere because we believe in the power 
of Conservative ideas not the “clever” m...
We don’t try to manipulate the people. 
We believe once the electorate hears the simple 
truth they will vote right. 
In f...
But once Americans in Blue States 
get a chance to hear the Conservative case 
they realize they agree with it. 
And they ...
But Conservative activists 
need to understand this… 
Americans cannot be expected to vote Conservative 
unless they occas...
Conservatives also need to realize that while they 
constantly listen to talk radio and watch FOX, 
normal people simply d...
And the answer is to use modern technology – 
Yes, that new fangled invention of TV. 
The TV spot is even more useful toda...
And that’s where 
the Secret Sauce comes in. 
© 2014 Conservative War Chest PAC. All rights reserved.
Besides the Boomerang Strategy 
and its TV spots we also have a 
Secret Sauce 
for the spots and their content. 
© 2014 Co...
Polls show that Republicans have the best brand name 
in American politics – “Conservative”. 
Over 40% of Americans identi...
So here’s the recipe for the 
the secret sauce 
© 2014 Conservative War Chest PAC. All rights reserved.
Call our candidates Conservative. 
And call the Democrats what they are: 
Liberal, Elitist and Extremist. 
© 2014 Conserva...
Way too simple of course for Washington 
political consultants who know very little 
about professional advertising, that,...
The goal then is landslides – 
a Wave Election. 
So no more narrow victories and 
catastrophic losses of the 
Republican c...
Using the Secret Sauce 
results in landslides. 
Calling the Democrat Liberal, Elitist and Extremist 
works because it’s th...
Now here’s another crucial point. 
This can only happen if we stop letting the 
GOP establishment let the Democrats run th...
In state after state they distract Republicans from 
running a Conservative vs. Liberal contest and use smear 
ads to turn...
And too many Republicans fall for it. 
They go into a defensive crouch on the issues. 
So here’s another way 
Conservative...
Have you ever noticed how Obama 
is on the attack all the time? 
(Cambridge police, Florida murder case, Marijuana legaliz...
We follow the Reagan formula. 
We are proud of Conservative ideas and issues and talk about 
them. Non-stridently but poin...
We go on the offensive on Economic, 
Social and Foreign Policy issues. 
We accuse the other side of trying to 
“Detroit” A...
We fight 
on every 
issue. 
© 2014 Conservative War Chest PAC. All rights reserved.
And that’s not all. 
We also don’t do something else the GOP establishment 
does in letting the Democrats run Republican c...
Yes, that’s right. 
We believe that Obama has so delegitimatized 
the Democratic party he has made all their candidates 
v...
We fight everywhere! 
And we want to turn 
Every Blue State RED. 
© 2014 Conservative War Chest PAC. All rights reserved.
One final point. 
© 2014 Conservative War Chest PAC. All rights reserved.
On the way to a 2014 wave election, 
we don’t just want to defeat 
Liberal Senate candidates. 
Our strategy goes to the re...
The Democratic party 
is way out of touch with America – 
and is kept on life support 
only by the power of the elite medi...
So the real issue is not really Obama or Obamacare – 
not even the extremist Liberal leadership of the 
Democratic party –...
We attack the whole Liberal Plutocracy – 
the Elitists who are punitive and coercive 
and have a huge sense of entitlement...
now for the 
really 
good news. 
© 2014 Conservative War Chest PAC. All rights reserved.
it’s already worked. 
© 2014 Conservative War Chest PAC. All rights reserved.
It had a 
trial run in virginia in 2013. 
© 2014 Conservative War Chest PAC. All rights reserved.
In a mere seven weeks the 
Boomerang Strategy 
and the Secret Sauce 
shook the political world. 
And would have won the el...
Here is the ad that took the fight to the Gang of 5 
and exposed their Virginia power-grab. 
TV Spot: Gang of Five – Don't...
Here is what the two shrewdest 
Commentators in American politics 
said when they saw the ad. 
And what the polling data s...
Here is Kimberley A. Strassel 
Taking the Fight to the Democrats 
“In Virginia's Gubernatorial race, 
opponents of Terry M...
Here is Kimberley A. Strassel 
© 2014 Conservative War Chest PAC. All rights reserved. 
The approach runs thus: 
A Democra...
Here is Kimberley A. Strassel 
As the Republican's unfavorable ratings rise, 
the Democrat presents himself as a reasonabl...
Here is Kimberley A. Strassel 
“Enter a new conservative super the organization's primary 
focus is to directly take on th...
Here is Kimberley A. Strassel 
“Indeed, the whole idea here is to turn 
the tables, to get the GOP back on offense, 
rathe...
The Gang of 5 spot moved the polls 
A scientific survey by a leading polling firm Gang of 5 about the TV spot. 
5 POINT 
S...
The Gang of 5 spot moved the polls 
A scientific survey by a leading polling firm Gang of 5 about the TV spot. 
6 POINT 
S...
The Gang of 5 spot moved the polls 
A scientific survey by a leading polling firm Gang of 5 about the TV spot. 
8 POINT 
S...
The Gang of 5 spot moved the polls 
A scientific survey by a leading polling firm Gang of 5 about the TV spot. 
4 POINT 
S...
In Summary: 
© 2014 Conservative War Chest PAC. All rights reserved. 
• GOP VOTERS: +8 
• Dem VOTERS: +4 
• Independents: ...
And then El Rushbo saw the Ad 
(October 18, 2013) 
“An independent group of people who were fed up 
with Liberalism, Conse...
And then El Rushbo saw the Ad 
(October 18, 2013) 
“They focus-grouped this ad among 
voters in Virginia, and it causes a ...
And then El Rushbo saw the Ad 
(October 18, 2013) 
“There's no moderation here, there's no 
bipartisanship, there's no app...
And then El Rushbo saw the Ad 
(October 18, 2013) 
“Republican voters increase for Cuccinelli by plus 
eight. Democrat vot...
And then El Rushbo saw the Ad 
(October 18, 2013) 
“Now, listen to it again and tell me if this isn't what you think the R...
Rush asks just the right question… 
Isn’t this what Conservatives 
should be doing? 
© 2014 Conservative War Chest PAC. Al...
So here’s our question… 
Will you help make 2014 
the wave election? 
© 2014 Conservative War Chest PAC. All rights reserv...
Will you help Conservative War Chest with the 
boomerang strategy 
that puts Liberals on the defensive? 
Will you help us ...
Will you help us fight on every issue? 
Economic, Social and Foreign Policy? 
And fight in every state? 
© 2014 Conservati...
We want to turn every Blue State RED. 
We need VOLUNTEERS in each of the states on the map below. You don‘t have to live 
...
Going after the blue. 
Turn every one 
of them red. 
© 2014 Conservative War Chest PAC. All rights reserved.
© 2014 Conservative War Chest PAC. All rights reserved.
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CWC Sept2014

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CWC Sept2014

  1. 1. Our Common Call to Duty— “It is time to hold those responsible…accountable!” © 2014 Conservative War Chest PAC. All rights reserved.
  2. 2. 2014 YEAR OF OPPORTUNITY © 2014 Conservative War Chest PAC. All rights reserved.
  3. 3. WAVE ELECTION? © 2014 Conservative War Chest PAC. All rights reserved.
  4. 4. CONSERVATIVE TAKE OVER OF THE US SENATE? © 2014 Conservative War Chest PAC. All rights reserved.
  5. 5. CONTROL OF BOTH HOUSES OF CONGRESS? © 2014 Conservative War Chest PAC. All rights reserved.
  6. 6. EXCEPT © 2014 Conservative War Chest PAC. All rights reserved.
  7. 7. The GOP establishment and its genius consultants keep losing Senate seats in Red States. In 2012 they spent more than $300 million as they lost races in Montana, North Dakota, Indiana and other Conservative states. …AND INSTEAD OF BLAMING THEMSELVES THEY BLAMED THE CANDIDATES. © 2014 Conservative War Chest PAC. All rights reserved.
  8. 8. Their latest mistake was Virginia 2013. With a little more money the Conservative Gubernatorial candidate could easily have won. But the GOP establishment had discouraged contributors from helping. Once again their policy of “preemptive surrender” allowed an Obama-Clinton power grab to succeed in a Red State. © 2014 Conservative War Chest PAC. All rights reserved.
  9. 9. 2014 SENATE © 2014 Conservative War Chest PAC. All rights reserved.
  10. 10. And right now the Republican establishment and its experts are gearing up to do it again in the 2014 Senate races. The Left will pour tens of millions into negative ads that smear Conservative candidates and distract the voters from the real issue – And the real issue is the Liberal views and voting record of national Democrats. © 2014 Conservative War Chest PAC. All rights reserved.
  11. 11. But the GOP establishment and the consultant class STILL HAVE NO SOLUTION. © 2014 Conservative War Chest PAC. All rights reserved.
  12. 12. In fact, here’s the really bad news… Not only doesn’t the Republican establishment have a strategy but they don’t think it matters. They are actually confident about 2014. © 2014 Conservative War Chest PAC. All rights reserved.
  13. 13. They are saying Obamacare will be enough to defeat Democrats and take the Senate. Just as they said Romney would win by merely talking about the Economy…or the unemployment rate…or gas prices. © 2014 Conservative War Chest PAC. All rights reserved.
  14. 14. Some Strategy. © 2014 Conservative War Chest PAC. All rights reserved.
  15. 15. Because bet on this… © 2014 Conservative War Chest PAC. All rights reserved.
  16. 16. Once the smear ads start and Conservative candidates start losing ground the Republican establishment and its defeatist consultants will not hold themselves accountable. Instead they will rush to the elite media and get themselves a sound bite or a few lines in a story criticizing Conservatives and the Tea Party. (Which they much prefer to fighting Liberals.) © 2014 Conservative War Chest PAC. All rights reserved.
  17. 17. So the GOP establishment and their experts DON’T HAVE A STRATEGY. © 2014 Conservative War Chest PAC. All rights reserved.
  18. 18. But we do. © 2014 Conservative War Chest PAC. All rights reserved.
  19. 19. © 2014 Conservative War Chest PAC. All rights reserved. We are…
  20. 20. Here is our strategy. And why it works. © 2014 Conservative War Chest PAC. All rights reserved.
  21. 21. First, smear attacks can never go unanswered. The best answer to them is a context – a narrative that gives voters an understanding of why they are seeing the TV attack ads. © 2014 Conservative War Chest PAC. All rights reserved.
  22. 22. The key is to stop the groups behind these ads from individually attacking Republican candidates and show voters how these groups work together and, in fact, are the same people. © 2014 Conservative War Chest PAC. All rights reserved.
  23. 23. So our narrative is about the Liberal groups. We call them the GANG OF 5. 1. Extremist Liberal leadership of the Democratic party © 2014 Conservative War Chest PAC. All rights reserved. 2. Elite Media 3. Smear Groups financed by Anti-American billionaire George Soros, mega rich Environmentalists and Pro-Abortion Extremists. 4. Hollywood Partisans 5. Wall Street Liberals
  24. 24. © 2014 Conservative War Chest PAC. All rights reserved.
  25. 25. We then explain that the GANG OF 5 are using attack ads to distract voters from seeing that the Candidates they support have “a hidden agenda”. © 2014 Conservative War Chest PAC. All rights reserved.
  26. 26. A hidden agenda of… • Huge Debt • High Taxes • Health Care Rationing • Assaults on Religious Freedom • Repression of Political Dissenters • Politics before National Security © 2014 Conservative War Chest PAC. All rights reserved.
  27. 27. So the GANG OF 5 and their candidates want to… © 2014 Conservative War Chest PAC. All rights reserved.
  28. 28. “DETROIT AMERICA” with “debt and bankruptcy, with tax and spend” “CALIFORNIA AMERICA” with “regulations that destroy jobs and drive out businesses” “HOLLYWOOD AMERICA” by “attacking values important to families and schools” © 2014 Conservative War Chest PAC. All rights reserved.
  29. 29. This narrative and context not only buffers the attacks against Red State candidates but boomerangs them back at the Democratic candidate. © 2014 Conservative War Chest PAC. All rights reserved.
  30. 30. So Think of it. © 2014 Conservative War Chest PAC. All rights reserved.
  31. 31. Kay Hagan, Mary Landrieu, Mark Pryor, Marc Begrich, Jeanne Shaheen, Mark Udall, and all the other Liberal candidates… Suddenly have to explain why they are the faithful allies and US Senate operatives for the GANG OF 5 and their “Extremist Liberal” views and “a hidden agenda”. © 2014 Conservative War Chest PAC. All rights reserved.
  32. 32. The attack ads soon become a liability. And our boomerang strategy puts Liberal Democrats on the defensive. © 2014 Conservative War Chest PAC. All rights reserved.
  33. 33. Now here’s the next part. © 2014 Conservative War Chest PAC. All rights reserved.
  34. 34. We fight everywhere. © 2014 Conservative War Chest PAC. All rights reserved.
  35. 35. We fight everywhere because we believe that Obama has moved the Democratic party and its candidates so far to the left he has delegitimized both. That makes every Democratic candidate vulnerable. So we go into Democratic strongholds. (Just like the Democrats go into Republican ones) © 2014 Conservative War Chest PAC. All rights reserved.
  36. 36. We don’t cherrypick states. We fight everywhere because we believe in the power of Conservative ideas not the “clever” maneuvers of linear minded, avaricious consultants. Who, as in Virginia 2013, never got it right anyway. © 2014 Conservative War Chest PAC. All rights reserved.
  37. 37. We don’t try to manipulate the people. We believe once the electorate hears the simple truth they will vote right. In fact, we believe few Blue States actually exist. Voters in these states just live in a media environment that is overwhelmingly Liberal. And the Republican establishment in those states don’t have the will or the know-how to talk about Conservative ideas. © 2014 Conservative War Chest PAC. All rights reserved.
  38. 38. But once Americans in Blue States get a chance to hear the Conservative case they realize they agree with it. And they want to vote for its candidates. © 2014 Conservative War Chest PAC. All rights reserved.
  39. 39. But Conservative activists need to understand this… Americans cannot be expected to vote Conservative unless they occasionally see expressions of Conservative views or hear them in their daily lives. © 2014 Conservative War Chest PAC. All rights reserved.
  40. 40. Conservatives also need to realize that while they constantly listen to talk radio and watch FOX, normal people simply don’t have the time to pay extremely close attention to politics. So Conservatives should stop wondering what’s wrong with their fellow-citizens and help them find the truth by getting it in front of them. © 2014 Conservative War Chest PAC. All rights reserved.
  41. 41. And the answer is to use modern technology – Yes, that new fangled invention of TV. The TV spot is even more useful today because it can carry a video message into the viral world of websites and social media. © 2014 Conservative War Chest PAC. All rights reserved.
  42. 42. And that’s where the Secret Sauce comes in. © 2014 Conservative War Chest PAC. All rights reserved.
  43. 43. Besides the Boomerang Strategy and its TV spots we also have a Secret Sauce for the spots and their content. © 2014 Conservative War Chest PAC. All rights reserved.
  44. 44. Polls show that Republicans have the best brand name in American politics – “Conservative”. Over 40% of Americans identify with it. Polls show Democrats have the three worst brand names “Liberal”, “Elitist” and “Extremist”. © 2014 Conservative War Chest PAC. All rights reserved.
  45. 45. So here’s the recipe for the the secret sauce © 2014 Conservative War Chest PAC. All rights reserved.
  46. 46. Call our candidates Conservative. And call the Democrats what they are: Liberal, Elitist and Extremist. © 2014 Conservative War Chest PAC. All rights reserved.
  47. 47. Way too simple of course for Washington political consultants who know very little about professional advertising, that, for example, brand names count. In fact, they know as little about communications and messaging as they do about winning elections. © 2014 Conservative War Chest PAC. All rights reserved.
  48. 48. The goal then is landslides – a Wave Election. So no more narrow victories and catastrophic losses of the Republican consultant class. © 2014 Conservative War Chest PAC. All rights reserved.
  49. 49. Using the Secret Sauce results in landslides. Calling the Democrat Liberal, Elitist and Extremist works because it’s the truth. (Just ask President McGovern or President Dukakis) © 2014 Conservative War Chest PAC. All rights reserved.
  50. 50. Now here’s another crucial point. This can only happen if we stop letting the GOP establishment let the Democrats run their campaigns by choosing the issues. © 2014 Conservative War Chest PAC. All rights reserved.
  51. 51. In state after state they distract Republicans from running a Conservative vs. Liberal contest and use smear ads to turn every race into a personal, mano a mano contest. Soon the elite media echoes the smear themes of the Left and suddenly the election is not about voting records – who is Conservative and who is Liberal – but about the defensive, inept Republican candidate. (Have you noticed that only the GOP has “Bad Candidates?”) © 2014 Conservative War Chest PAC. All rights reserved.
  52. 52. And too many Republicans fall for it. They go into a defensive crouch on the issues. So here’s another way Conservative War Chest is different. © 2014 Conservative War Chest PAC. All rights reserved.
  53. 53. Have you ever noticed how Obama is on the attack all the time? (Cambridge police, Florida murder case, Marijuana legalization, Gay marriage, Defense cuts, even the name of the Redskins, etc.) He and the Liberals try to keep Conservatives reacting and defensive by constantly opening up new fronts. © 2014 Conservative War Chest PAC. All rights reserved.
  54. 54. We follow the Reagan formula. We are proud of Conservative ideas and issues and talk about them. Non-stridently but pointedly and effectively. But we also tell the truth about the opposition’s extremism. We also open up new fronts. • We make an issue of the Administration’s corruption. • We talk about its attempts to use the Federal Government to suppress political dissent and religious freedom. • We talk about their compulsion to put politics before national security. (Benghazi was part of a pattern.) © 2014 Conservative War Chest PAC. All rights reserved.
  55. 55. We go on the offensive on Economic, Social and Foreign Policy issues. We accuse the other side of trying to “Detroit” America and “Hollywood” American values and follow a “Blame-America-First” foreign policy. © 2014 Conservative War Chest PAC. All rights reserved.
  56. 56. We fight on every issue. © 2014 Conservative War Chest PAC. All rights reserved.
  57. 57. And that’s not all. We also don’t do something else the GOP establishment does in letting the Democrats run Republican campaigns. We don’t let the opposition and the elite media choose our target states. © 2014 Conservative War Chest PAC. All rights reserved.
  58. 58. Yes, that’s right. We believe that Obama has so delegitimatized the Democratic party he has made all their candidates vulnerable to the charge of Extremist Liberal. So, just like the Liberals we go into the opposition’s strongholds. © 2014 Conservative War Chest PAC. All rights reserved.
  59. 59. We fight everywhere! And we want to turn Every Blue State RED. © 2014 Conservative War Chest PAC. All rights reserved.
  60. 60. One final point. © 2014 Conservative War Chest PAC. All rights reserved.
  61. 61. On the way to a 2014 wave election, we don’t just want to defeat Liberal Senate candidates. Our strategy goes to the real heart of Liberal power in America. © 2014 Conservative War Chest PAC. All rights reserved.
  62. 62. The Democratic party is way out of touch with America – and is kept on life support only by the power of the elite media. With additional help from the Soros-like smear groups, Hollywood partisans and Wall Street Liberals. © 2014 Conservative War Chest PAC. All rights reserved.
  63. 63. So the real issue is not really Obama or Obamacare – not even the extremist Liberal leadership of the Democratic party – it is the whole Liberal establishment. Our goal is not only to win the Senate but to bring down Liberalism entirely by turning our state attacks into national themes. Every single new TV spot – appearing in 15 states – becomes a national story. © 2014 Conservative War Chest PAC. All rights reserved.
  64. 64. We attack the whole Liberal Plutocracy – the Elitists who are punitive and coercive and have a huge sense of entitlement but no sense of accountability. We explain who they are and why they have such a relentless urge to power and why, ultimately, they are so weak. We tell the Reagan-like truth about their ideas and their extremist, rule-or-ruin politics. © 2014 Conservative War Chest PAC. All rights reserved.
  65. 65. now for the really good news. © 2014 Conservative War Chest PAC. All rights reserved.
  66. 66. it’s already worked. © 2014 Conservative War Chest PAC. All rights reserved.
  67. 67. It had a trial run in virginia in 2013. © 2014 Conservative War Chest PAC. All rights reserved.
  68. 68. In a mere seven weeks the Boomerang Strategy and the Secret Sauce shook the political world. And would have won the election if GOP establishment hadn’t discouraged contributors. © 2014 Conservative War Chest PAC. All rights reserved.
  69. 69. Here is the ad that took the fight to the Gang of 5 and exposed their Virginia power-grab. TV Spot: Gang of Five – Don't let them Detroit Virginia • Group blankets tonight’s primetime Debate • Ad to air inside hour-long, statewide Debate on all NBC affiliates © 2014 Conservative War Chest PAC. All rights reserved.
  70. 70. Here is what the two shrewdest Commentators in American politics said when they saw the ad. And what the polling data said. © 2014 Conservative War Chest PAC. All rights reserved.
  71. 71. Here is Kimberley A. Strassel Taking the Fight to the Democrats “In Virginia's Gubernatorial race, opponents of Terry McAuliffe may have cracked the playbook Democrats have used to win in states that ought to go Republican.” © 2014 Conservative War Chest PAC. All rights reserved.
  72. 72. Here is Kimberley A. Strassel © 2014 Conservative War Chest PAC. All rights reserved. The approach runs thus: A Democratic candidate, assisted by Unions and outside partisan groups, floods the zone with attack ads, painting the GOP opponent as a Tea-Party nut who is too "extreme" for the state. The left focuses on divisive wedge issues— like abortion—that resonate with women or other important voting constituencies.
  73. 73. Here is Kimberley A. Strassel As the Republican's unfavorable ratings rise, the Democrat presents himself as a reasonable moderate, in tune with the State's values. A friendly media overlook the Democrat's reliably Liberal record, and the lies within the smears against his opponent, and ultimately declares the Democrat unbeatable. © 2014 Conservative War Chest PAC. All rights reserved.
  74. 74. Here is Kimberley A. Strassel “Enter a new conservative super the organization's primary focus is to directly take on the democratic bare-knuckle strategy—and not just neutralize it, but throw it back at the attackers.” The ad “directly addresses the Left's scorched-earth campaign, it doesn't stoop to responding to the accusations against” the Republican candidate. “Voter attention away from the wild Cuccinelli caricature and onto all the failed Democratic policies— like the ones that produced soaring energy prices, health-care rationing and huge deficits—that Mr. McAuliffe seems desperate to avoid discussing.” © 2014 Conservative War Chest PAC. All rights reserved.
  75. 75. Here is Kimberley A. Strassel “Indeed, the whole idea here is to turn the tables, to get the GOP back on offense, rather than offering cringing defenses of positions.” © 2014 Conservative War Chest PAC. All rights reserved.
  76. 76. The Gang of 5 spot moved the polls A scientific survey by a leading polling firm Gang of 5 about the TV spot. 5 POINT SWING ACROSS THE ENTIRE BALLOT © 2014 Conservative War Chest PAC. All rights reserved. Source: mclaughlinonline.com
  77. 77. The Gang of 5 spot moved the polls A scientific survey by a leading polling firm Gang of 5 about the TV spot. 6 POINT SWING Among Over 40s © 2014 Conservative War Chest PAC. All rights reserved. Source: mclaughlinonline.com
  78. 78. The Gang of 5 spot moved the polls A scientific survey by a leading polling firm Gang of 5 about the TV spot. 8 POINT SWING Among republicans © 2014 Conservative War Chest PAC. All rights reserved. Source: mclaughlinonline.com
  79. 79. The Gang of 5 spot moved the polls A scientific survey by a leading polling firm Gang of 5 about the TV spot. 4 POINT SWING Among women © 2014 Conservative War Chest PAC. All rights reserved. Source: mclaughlinonline.com
  80. 80. In Summary: © 2014 Conservative War Chest PAC. All rights reserved. • GOP VOTERS: +8 • Dem VOTERS: +4 • Independents: +2 • Women: +4 (McAuliffe LOSES 4) • Men: +5 • Over 40: +6 • Overall BALLOT: +5 Source: mclaughlinonline.com
  81. 81. And then El Rushbo saw the Ad (October 18, 2013) “An independent group of people who were fed up with Liberalism, Conservative Super PAC, Fight for Tomorrow, put together an ad for Ken Cuccinelli. They're fed up with the Democrat party. They're actually fed up with the fact that Republicans don't run these kinds of ads.” © 2014 Conservative War Chest PAC. All rights reserved.
  82. 82. And then El Rushbo saw the Ad (October 18, 2013) “They focus-grouped this ad among voters in Virginia, and it causes a massive change of intention to vote from McAuliffe to Cuccinelli. Massive. In some cases, eight-point swings. McAuliffe ends up minus four after this ad and Cuccinelli ends up plus four.” © 2014 Conservative War Chest PAC. All rights reserved.
  83. 83. And then El Rushbo saw the Ad (October 18, 2013) “There's no moderation here, there's no bipartisanship, there's no appeal to getting along. We’re not gonna let you turn Virginia into every place else you've run into the ground.” © 2014 Conservative War Chest PAC. All rights reserved.
  84. 84. And then El Rushbo saw the Ad (October 18, 2013) “Republican voters increase for Cuccinelli by plus eight. Democrat voters increase for Cuccinelli plus four. It creates a massive swing for Cuccinelli. Independents, plus two. Women, plus four. That means McAuliffe loses four points among women when this ad is seen by people in the focus group. Men, a plus-five swing. People over 40, plus-six swing. The overall ballot is a plus-five swing.” © 2014 Conservative War Chest PAC. All rights reserved.
  85. 85. And then El Rushbo saw the Ad (October 18, 2013) “Now, listen to it again and tell me if this isn't what you think the Republican party ought to be doing about every Democrat candidate?” © 2014 Conservative War Chest PAC. All rights reserved.
  86. 86. Rush asks just the right question… Isn’t this what Conservatives should be doing? © 2014 Conservative War Chest PAC. All rights reserved.
  87. 87. So here’s our question… Will you help make 2014 the wave election? © 2014 Conservative War Chest PAC. All rights reserved.
  88. 88. Will you help Conservative War Chest with the boomerang strategy that puts Liberals on the defensive? Will you help us with the Secret Sauce that focuses elections on the Conservative vs. Liberal contest? © 2014 Conservative War Chest PAC. All rights reserved.
  89. 89. Will you help us fight on every issue? Economic, Social and Foreign Policy? And fight in every state? © 2014 Conservative War Chest PAC. All rights reserved.
  90. 90. We want to turn every Blue State RED. We need VOLUNTEERS in each of the states on the map below. You don‘t have to live there – you can choose a state on the basis of what Liberal annoys you the most. © 2014 Conservative War Chest PAC. All rights reserved.
  91. 91. Going after the blue. Turn every one of them red. © 2014 Conservative War Chest PAC. All rights reserved.
  92. 92. © 2014 Conservative War Chest PAC. All rights reserved.

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