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Presidency Marketing

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Submitted By hotcorner
Words 393
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Romney Campaign Emphasis
• MR can’t assume that the electorate believes he’s the better choice to fix economy o Although MR can use the authority of his business background vs. BO’s relative lack of experience, he’s a Republican running in the shadow of a collapsing economy with his party in the White House, doesn’t have the political leadership/relationship background of BO, and will have a hard time ingratiating his background with the people being hit the hardest in 2008 o More specifically, MR’s Bain Cap. and Olympics background, while impressive in a strict business-sense, may have an air of elitism (extremely wealthy, fired a bunch of people, possible tax evasion, extremely connected in international community, etc.)
• Decision should not be based solely on focus groups o With the amount of voter data, both qualitative and quantitative, available in 2008, MR’s camp should exhaust every possible type of outreach/polling available o By definition, focus group sample size is tiny, and their success or failure is often a consequence of the moderator’s ability or inability to properly address and communicate with the audience o Tracking polls, benchmark polls, feasibility tests, and push polls are a few of the more data-intensive methods that the campaign can use
 Reach a wider audience
 Tackle more issues
 Collect more useful data (vs. the alternative)

Jeb Bush
• As in MR’s case and stated in the response above, JB should use absolutely every polling and research technique available to his campaign, with an emphasis on analytical volume
• As it’s very early in the cycle, he needs to do perform extensive oppo research on potential Republican candidates and their respective public receptions/perceptions
• As he’s a relatively centrist candidate (for his party), JB needs to work on figuring out how best to capture independents and lean-lefts, and should likewise focus polling/research (tracking, benchmark, feasibility, push, focus, etc.) on this demographic
• Should also pay close attention to mathematics of electorate (learning from MR’s campaign) o Hire people who understand swing state demographics, and build large bases in these states
• He’s going to need to be extremely shifty on stances in the primary vs. general elections, which is a large, foreseeable problem (different characteristics of competition and voters necessitates this). Needs to focus on this issue now, doing as much research as possible on how best to handle it

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