Micro-targeting uses extensive voter data and modeling to identify specific voter segments. Demographic data is combined with survey responses and lifestyle information to develop models that score each voter's likelihood to support a candidate. These models can identify persuadable voters, issue voters, and those likely to turn out to vote. Mail campaigns are tested online before being sent to maximize effectiveness with targeted voter segments.

1. MICRO-TARGETING AND INTERNET TESTED MAIL 1

2. B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y

3. TARGETING BEGINS WITH DATA 3 Voter File- the universal base file Individual Demographics – Age, Race, Gender, Marital Status, Income Geography- Census Data Precinct results (Electoral Zones) Vote History- Vote in primaries, generals Voter ID/Party ID Enhancements – Ethnic surnames, Phone match Lifestyle (Psychographics)- Hunter/fisher, veteran, churchgoer, union member, consumer buying power

4. GEOGRAPHIC TARGETING HELPSbut has its limits 4 Birds of a Feather Flock Together Census Data Precinct results (Electoral Zones) Neighborhood culture

5. Micro-Targeting allows you to target the individual or household, not just the neighborhood 5

7. Short interview - 8 questions maximum

8. Multi-dimension cross- tabulations. 300 variables x 300 variablesPolling Small sample – 800-1200 interviews Long interview – 70-100 questions over 20-25 minutes Limitedtwo- dimensionalcross-tabulations: Women over age 50 College Educated Men Unmarried women

9. Micro-Targeting combines issue questions with voter file data 7 Voter File- the universal base file Individual Demographics – Age, Race, Gender, Marital Status, Income Geography- Census Data Precinct results (Electoral Zones) Vote History- Vote in primaries, generals Voter ID/Party ID Enhancements – Ethnic surnames, Phone match Lifestyle (Psychographics)- Hunter/fisher, veteran, churchgoer, union member What party do you most indentify with? Agree/disagree with following statement: Health Care system is broken and needs major reform If the election were held today would you vote for McCain or Obama? How strongly do you support that candidate? How often do you attend church or religious services? Are you or other members of your family active duty military, veteran or member of the National Guard or Reserves

10. MODELING INDENTIFIES YOUR INDIVIDUAL TARGETS 8 Highest Scores, Most Pro-Obama 10 9 8 7 6 5 4 3 2 1 Scores every voter on the file from 0-100 – divides into 10 equal buckets ranging from most Pro-McCain to most Pro-Obama Models clearly identify persuasion and GOTV targets Lowest Scores Pro-McCain

11. Multi-Dimensional Modeling Goes Beyond GEOGRAPHY and CLASS The models generate scores that can be used to Identify Persuadable voters Identify Issue voters Identify GOTV voters This approach has successfully helped Republicans find their niche voters and now Democrats are catching up, and are using modeling to find donors as well as voters. 9

12. TWO HOUSES, SAME DEMOGRAPHICS Votes Democratic Union Member Votes Republican Weekly Churchgoer Hunting License 10 Same Age, Income, Marital Status, Race, # of Children What makes them different? LEFT RIGHT

13. WHAT IF YOU ONLY HAVE LIMITED LIFESTYLE INFO? Build a statistical model that compares your list of supporters with the entire voter universe. Create an algorithm that scores every voters 1-100 with their likelihood to look and act like your supporters. 11

15. African-American GOTV B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y

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19. In B E H I N D E V E R Y V I C T O R Y T H E R E I S A S T R A T E G Y

20. USING THE INTERNET TO TEST MAIL 18

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30. pgiangreco@strategygroup.com 28