3. • Former US Congresswoman – has experience
• Cultivated professional, credible image
• Policy emphasis on national issues (economy, deficit, etc)
• Appeals to voters outside of the Democratic Party
• Legislative history/drive
Justification
4. • Solution to the gridlock in Washington
• Pragmatic approach to the nation’s most pressing issues
• Fiscally responsible Democratic values
• Democrats and Republicans need to fix the economy
together
Campaign Message
5. • Experience in Washington
• Homeland Security Committee
• Armed Services Committee
• Emphasis on economy, budget, taxes (practical experience)
• Local experience
• Fiscal conservatism: reaches moderate voters in current
political climate
Strengths
6. • Conservatism – because NY is traditionally liberal
• Little national experience – has more local experience
• Votes conservatively on big Democratic issues, deviating
from Democratic platform
Weaknesses
7. • Portrayal: straight-shooting, professional, problem solver
• Businesswoman
• Rags-to-riches story: the American dream
• Limited family appearance in ads
• Ads/speeches that are policy heavy
• Emphasis on experience and credibility
• Specific experience in Erie County
• Emphasis on NY born and bred
• Twitter/Facebook/Website/Social Media
Media Strategy
Has experience at the national levelWas on 2 conservative issue committees that also gave her foreign policy experienceHer campaigns have consistently emphasized her desire to balance the budget, create jobs, and fix the economyShe has practical, small town experience from her position as county clerk where she made significant economic improvements such as raising revenuesHer fiscal conservatism allows her to be an appealing candidate to Democrats and Republicans
Since women’s coverage focuses on the horse race issues, she should portray the campaign as well organized and emphasize her successes because this will increase the salience of her viability among votersMaintain use of negative ads, focusing on policy and not personality, so she should continue not to place herself in adsBe adaptive to the campaign environment, run as not feminine, but the strong personality she’s maintained in the pastHighlight her dedication to citizens – allows her to seem invested without appealing to a feminine quality such as integrity or motherliness
