Memorandum

TO: Candidate Smith

FROM: Jesslyn Vania, Campaign Consultant
DATE: February 15, 2015
SUBJECT: Campaign Strategy
Through some research of the 2012 Presidential Election, what make Obama successful,
and by analyzing the demographics or political structure of 2 swing states, I found out that
social media plays a big role in the 2012 Presidential Election, and I believe, it will plays
even a bigger role in the upcoming Presidential Election in 2016.
Social Media Campaign
Based on my analysis upon the 2012 media campaign, I learned that Obama spent 10
times more then Romney on social media. Obama spent $4.7M while Romney only spent
$4.7M. The reason why Obama spends much money on social media is because social
media plays an important role on the presidential election. When someone post an
upstanding article that advertise or promotes his or her choice of candidate, his or her
friends on the social media will see it and most of them will read it. Afterwards, some or
maybe many of them will share the article and more people in the social media will see it.
This encourages them to vote for the candidate that their friends are voting for. That is
why, we need to focus advertising on social media. These are the most powerful social
media that can be used for campaign:

Facebook
Twitter

We can put some advertisements on these two social media so people will see it and
theres a big probability that people will be affected by the advertisements. As of
September 2014, 71% of adults use Facebook and 23% of adults use Twitter. I believe by
using Facebook and Twitter, we can get more voters.
Media Advertising
Aside from social media, media advertising is also a good campaign. Based on my
analysis on Obama and Romneys media advertising that I watched on Youtube, I learned
that media advertising is about how we present the message and the message itself. The
way we present it must be interesting and appealing enough for us to convince the people
to vote for you. There are several factors that we should focus more on:

Images and texts

Voices, music, background sound effects

Messages

For the images, it should be crystal clear and appealing. We also need to know our target
so we can make an advertisement that fits to any age. For the texts, it should be readable
and also appealing. For the voices, it should be clear and bold, so the viewers will get a
good impression of you. We should also use the music that fits the advertisement. We can
also add background sound effects to give additional feelings to the viewers.
For the message itself, we need to be straightforward and make the video as simple as
possible. We need to give a really good impression first to the audience and once we got
their attention, we can lead them to the next advertisements that will make them realize
that you are the best candidate to vote for. We will make them to realize that you are better
than the other candidates, and you are the kind of candidate that will bring this nation
forward.
Campaign for the Young People
Based on my analysis of 2 swing states (Colorado and Florida), I learned that we need to
focus more on the young people. We need to give them reason why they need to vote and
why they need to vote for you. We will make many media campaign that will attract these
young people from 18 to 24 so they will go out and vote for you in the 2016 Presidential
Election.
By doing these 3 strategies, I believe that we will be successful in the 2016 Presidential
Election.
Attached are the statistics of the 2 swing states (Colorado and Florida) and the video
analysis of 2012 election campaign.
I will be glad to discuss this recommendation with you as soon as possible. Thank you.

Bibliography
Obama Campaign Ad: Read My Plan. YouTube. September 27, 2012. 2:05.
https://www.youtube.com/watch?v=3ZJ5K0zo7dc.
Obama for America TV Ad: Two Plans. YouTube. July 11, 2012. 0:32.
https://www.youtube.com/watch?v=_oBO6s3s7rg.
Right Choice. YouTube. August 7, 2012. 0:30. https://www.youtube.com/watch?
v=0F4LtTlktm0.
"Social Networking Fact Sheet." Pew Research Centers Internet American Life Project RSS.
December 27, 2013. http://www.pewinternet.org/fact-sheets/social-networking-factsheet/.
U.S. Census Bureau: State and County QuickFacts. Last revised February 5, 2015.
http://quickfacts.census.gov/qfd/states/08000.html.
U.S. Census Bureau: State and County QuickFacts. Last revised February 5, 2015.
http://quickfacts.census.gov/qfd/states/12000.html.
U.S. Census Bureau, 2009-2013 5-Year American Community Survey.
http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml.
U.S. Census Bureau, 2009-2013 5-Year American Community Survey.
http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml.
U.S. Census Bureau Voting Registration in the Election of November.
https://www.census.gov/hhes/www/socdemo/voting/publications/p20/2012/tables.html.
5 Reasons To Vote For Mitt Romney. YouTube. November 4, 2012. 1:10.
https://www.youtube.com/watch?v=egeCG7aOTb0.