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Three Pillars of a
   Campaign
      Uni Klagenfurt
ÜBER MICH
Previously On:
  "Who wants to
Become President"
Previously On...

 •   Republican Primaries:

 •   Candidates move from state to state to
     “collect” delegates

 •   There are two different systems to elect
     these delegates
Primaries
Caucuses
Protagonists

•   Former Speaker!
•   Conservative!
•   Corrupt
Protagonists

•   (Former)
    Congressman TX!
•   fiscal libertarian,
    social conservative
Protagonists

•   Gouverneur MA!
•   Flip-Flopper!
•   Biggest Problem:
MITT ROMNEY

•   “I’m also unemployed”!
•   “Corporations are people”!
•   $10,000 bet!
•   “I like being able to fire people”!
•   Speaker’s fees “not very much”!
•   “Not concerned with the very poor”!
•   “my wife drives a couple of Cadillacs”!
•   “I have a lot of friends who own NASCAR
    teams”!
•   Mitt has a problem with one liners
    being out of touch.
The Road to The Nomination


                        Gingrich              Romney
                                   Santorum
       Romney           Cain
                Perry
The Goal
270+
THE ROAD TO 270+

•   Baseline: Kerry’s 2004 map (! MI, WI, PA)!
•   Western Path (CO, NM, NV +IA)!
•   Florida!
•   South (NC, VA)!
•   Midwest (OH, IA)!
•   New Map: AZ!
    !

•   All of the above
Three Pillars
3 Pillars of a campaign

 •   Organisation (Field)!
 •   Communication!
 •   Finances/Fundraising
Data, Data, Data

 •   Americans usually register for a party
     when they register to vote (in most states)!
 •   A campaign tries to identify as many
     voters as possible:!
     • 1 - Supporter!
     • 5 - Opponent!
 •   Election Day means: GOTV of 1s and 2s
Organisation - Getting Data

 •   Gain insights of your supporters through!
     •Field offices!
     •Face to face voter contact!
     •Calls!
     •Rallies!
     •(Email)
Communication

•   Goal is to influence the discourse through!
•   Earned media!
•   Bought media!
•   Social media
Earned Media

•   Endorsements!
•   PR Stunts!
•   Photo-Ops!
•   Opposition Research
Paid Media

•   TV Ads are the biggest expense of
    campaigns to date.!
•   I like Ike!
•   Daisy Ad!
•   Morning in America!
•   Bears!
•   Wolves!
•   First Obama Ad
Social Media

•   It’s not (only) a communication, but also a
    mobilization and fundraising tool.!
•   Social Media is not just Facebook and
    Twitter!
    •  Supporter Journey!
        •Hey!
•   A-S-K!
•   Online Field Offices
SUPPORTER JOURNEY
Fundraising

•   Limit $2,500 per election!
•   PACs!
    • $5,000 per election!
•   SUPER PACs!
•   501(c)4
Money

•   Die “Innovation” of 2012 are SUPER
    PACs!
•   25% of money came from 5 people!
•   TOP 3 Super PACS: $ 31 Millions!
•   all in negative ads!
•   74% of all ads are negative!
•   TOP 3 issues:!
    • Budget/Spending - $37MM!
    • Jobs - $35MM!
    • Anti Obama - $32MM
The flow of money

•   501(c)4 can take anonymous money, but
    can’t spend it without limits.!
•   PAC can take money unlimited, but has to
    publish sources!
•   PAC can’t spend money directly, but can
    have their own campaigns
The flow of money

•   Individuals give money to a 501(c)4!
•   501(c)4 gives money to PAC!
•   PAC gives money and publishes donors.!
•   Sole Donor: 501(c)4.
What’s Next?

•   Who becomes VP?!
•   Marco Rubio!
•   Rob Portman!
•   Bob McDonnell!
•   Paul Ryan

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Three Pillars of a Campaign

  • 1. Three Pillars of a Campaign Uni Klagenfurt
  • 3. Previously On: "Who wants to Become President"
  • 4. Previously On... • Republican Primaries: • Candidates move from state to state to “collect” delegates • There are two different systems to elect these delegates
  • 7. Protagonists • Former Speaker! • Conservative! • Corrupt
  • 8. Protagonists • (Former) Congressman TX! • fiscal libertarian, social conservative
  • 9. Protagonists • Gouverneur MA! • Flip-Flopper! • Biggest Problem:
  • 10. MITT ROMNEY • “I’m also unemployed”! • “Corporations are people”! • $10,000 bet! • “I like being able to fire people”! • Speaker’s fees “not very much”! • “Not concerned with the very poor”! • “my wife drives a couple of Cadillacs”! • “I have a lot of friends who own NASCAR teams”! • Mitt has a problem with one liners being out of touch.
  • 11. The Road to The Nomination Gingrich Romney Santorum Romney Cain Perry
  • 13. 270+
  • 14. THE ROAD TO 270+ • Baseline: Kerry’s 2004 map (! MI, WI, PA)! • Western Path (CO, NM, NV +IA)! • Florida! • South (NC, VA)! • Midwest (OH, IA)! • New Map: AZ! ! • All of the above
  • 16. 3 Pillars of a campaign • Organisation (Field)! • Communication! • Finances/Fundraising
  • 17. Data, Data, Data • Americans usually register for a party when they register to vote (in most states)! • A campaign tries to identify as many voters as possible:! • 1 - Supporter! • 5 - Opponent! • Election Day means: GOTV of 1s and 2s
  • 18. Organisation - Getting Data • Gain insights of your supporters through! •Field offices! •Face to face voter contact! •Calls! •Rallies! •(Email)
  • 19. Communication • Goal is to influence the discourse through! • Earned media! • Bought media! • Social media
  • 20. Earned Media • Endorsements! • PR Stunts! • Photo-Ops! • Opposition Research
  • 21. Paid Media • TV Ads are the biggest expense of campaigns to date.! • I like Ike! • Daisy Ad! • Morning in America! • Bears! • Wolves! • First Obama Ad
  • 22. Social Media • It’s not (only) a communication, but also a mobilization and fundraising tool.! • Social Media is not just Facebook and Twitter! • Supporter Journey! •Hey! • A-S-K! • Online Field Offices
  • 24. Fundraising • Limit $2,500 per election! • PACs! • $5,000 per election! • SUPER PACs! • 501(c)4
  • 25. Money • Die “Innovation” of 2012 are SUPER PACs! • 25% of money came from 5 people! • TOP 3 Super PACS: $ 31 Millions! • all in negative ads! • 74% of all ads are negative! • TOP 3 issues:! • Budget/Spending - $37MM! • Jobs - $35MM! • Anti Obama - $32MM
  • 26. The flow of money • 501(c)4 can take anonymous money, but can’t spend it without limits.! • PAC can take money unlimited, but has to publish sources! • PAC can’t spend money directly, but can have their own campaigns
  • 27. The flow of money • Individuals give money to a 501(c)4! • 501(c)4 gives money to PAC! • PAC gives money and publishes donors.! • Sole Donor: 501(c)4.
  • 28. What’s Next? • Who becomes VP?! • Marco Rubio! • Rob Portman! • Bob McDonnell! • Paul Ryan