Yang Liu

Prof. Butler
Political Science 001
02/10/2015
Memorandum
To: Candidate Smith; Presidential Candidate
From: Yang Liu; Campaign Consultant
Date: 02/10/2015
Re: Recommendations of 2016 Presidential Campaign
President Obama remains undefeated records on presidential elections in 2008 and 2012.
Obamas campaign team had certain advantages regarding his policies and campaign methods.
Therefore, the recommendations of my consultation will be based on Obamas success in his
2012 campaign.
The Strength of Social Media
In the year of 2012, social media played a vital role in presidential election compared to
2008. Almost 90% of registered voters used social media in 2012. Both of the candidates put
more efforts on YouTube, Facebook and Twitter. However, Obamas social media was twice as
popular as Romneys was. Obama had more likes on Facebook, more retweets and more
comments on YouTube channel. I recommend to hire a well-qualified and experienced social
media manager who can run social media effectively. We also need to target on traditional
broadcast TV and cable TV commercials. Obamas campaign aired 600,000 ads since April
compared to Romneys 300,000 total ads since September. Our campaign has to start early; also,

make certain that the commercials have both quality and quantity. We should be able to produce
well-organized campaign commercials with the considerations of themes, sound, and
effectiveness. Therefore, commercial producer team is essential for this campaign.
Policies on Minorities
On June 15, 2012, President Obama announced his new immigration plan Dream Act,
which was just five months before the election. His immigration policy had significant impact on
his victory in November. Most immigration families were supportive on this policy and they
were more likely to vote him in order to implement the Dream Act. The policy gave him an
advantage which were from Hispanic and Asian voters. In 2016, our campaign should utilize this
policy as a tool to target the minority voters.
Since the first African American President, Obama, had won two elections, African
Americans are more confident regarding their political status. We need to create policies that can
improve their living condition, such as education, health coverage and job opportunity. The
minority voters is gaining power in the election. We should value their voices and demands in
order to receive their votes.
Winning the Swing States
According to the data, the swing states share a lot of commons. Their median household
income, education level and age structure are similar. We should hire advisors who are capable to
analyze the previous results of those swing states. Basing on the result, we need to start tours to
the swing states and convince their voter that Smith is the choice for the future.
Young Voters Matter

Nowadays, more than half of young voters who are between 18 to 25 years old think that
their opinions arent effective. They believe that their impacts on politics can be ignored. During
our campaign, we need to change their perspective on participating in politics and value their
status. In 2008, 66% of young people voted for Obama. We should come up with policies that
can benefit their career, such as eliminating student loan interests. Learning from Obamas
strategy will be helpful.
To be Gender Specified
Women and men are different when they evaluate policies. Women tend to support the
policies that are humane and moral. They like to vote antiviolence leaders. Obama had the policy
to end the wars in Middle East. We should ensure the voters that there wont be wars in Smith
term. In addition, we need the policies to help the poor, the homeless and the disabled.
Citations:
Greenberg, Edward S., and Benjamin I. Page. "Public Opinion." In The Struggle for
Democracy. 2012 Election ed. Boston: Pearson, 2014.
"Analysis: Obama's Ad Team Used Cable TV to Outplay Romney." Newsmax. January 5,
2013. Accessed February 3, 2015. http://www.newsmax.com/Politics/Obama-campaign-cableRomney/2013/01/05/id/470183/.
"Nevada, Median Household Income." U.S. Bureau of the Census. Accessed February 6,
2015.

http://www.census.gov/search results.html?

q=Nevada+income&search.x=4&search.y=10&search=submit&page=1&stateGeo=none&utf8=
%26%2310003%3B&affiliate=census

"Wisconsin, Median Household Income." U.S. Bureau of the Census. Accessed February 6,
2015.http://www.census.gov/searchresults.html?
page=1&stateGeo=none&searchtype=web&q=wisconsin income.
"Nevada, Educational Attainment: Percent High School Graduate or Higher." U.S. Bureau of
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page=1&stateGeo=none&searchtype=web&q=nevada education.
"Wisconsin, Educational Attainment: Percent High School Graduate or Higher." U.S. Bureau
of the Census. Accessed February 6, 2015. http://www.census.gov/search-results.html?
page=1&stateGeo=none&searchtype=web&q=wisconsin education.
"Nevada QuickFacts from the US Census Bureau." U.S. Bureau of the Census. Accessed
February 6, 2015. http://quickfacts.census.gov/qfd/states/32000.html.
"Wisconsin QuickFacts from the US Census Bureau." U.S. Bureau of the Census. Accessed
February 6, 2015. http://quickfacts.census.gov/qfd/states/55000.html.
"Nevada Age and Sex." American FactFinder. Accessed February 6, 2015.
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF.
"Wisconsin Age and Sex." American FactFinder. Accessed February 6, 2015.
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF.