GeneralElectionTransitionConcept

SWOT

Strengths

Earlierstartongeneralelectionthan
GOP
Abilitytostayoncurrentmessage
noneedtobacktrackonprimary
message
Strongoperationsin4+ofthe7BG
states
Electoralcollegemap

Weaknesses

Opportunities

DefinetheGOPcandidateputhim
ondefenseandkeephimon
defense
KeeppushingGOPnomineetothe
right(iftheirprimarykeepsgoing)

GOPoppositionresearchonHRC
willbebetterthanoursonGOPand
theywillhaveaclearopponent
theywilllikelyhaveapowerfuland
welltestedargumentagainstHRC
assumeheftytacticalplanto
implement
CouldbeoutspentinGEmarkets
Threats

SuperPACspending
Overlyintensemediascrutinyon
scandal
Lackofaplan

Assumptions/Imperatives

1. TakeadvantageofearliernominationImportantopportunitytomakeourmessageand
contrastcrystalclearbeforeGOPcandidatehasacleanshottorespond
2. OpportunitytoforcelikelyGOPnomineetodoubledownonextremepositionswhiletheir
nominationfightcontinues
3. Boxinthelikelynomineeonkeyissuesand
permanently
puthimondefense:MC
economics,immigration,POTUSlegacy,womenshealth
4. Turnoutwillbeasimportant,ifnotmoreimportant,thanpersuasion(needtotest),so
lockinAA,Hispanics,downscaleWWrightatthebeginning
5. Wemusteitherbeonoffenseorgetpickedapartdovetailswithimperativetodefinethe
GOPcandidate
6. GOPwillbewellpreparedwithawellresearched,damagingmessageandwillhavethe
resourcestocommunicate(i.e.cantflounderorleavethingsunanswered)

TargetStates
(fullinfrastructureinshadedstates)

Ohio

Colorado

Nevada

NorthCarolina
(?)

Virginia

Iowa

Pennsylvania

Florida

NewHampshire Wisconsin

ObjectiveofCommPlan
Framethegeneralelectionraceforpressandelectorateatlarge:whyHRCisrunning,
contrastwithGOP,whatsatstakefortargetvoters(willtakeplaceinBGstates,but
nationalframingisthecoreobjective).
SecondaryobjectivewillbecommunicatingDemocraticunityandusingSandersand
otherstohelpdrivecontrastandurgency.

SpecificGoals

Rerolloutcorecampaignmessage(fightingforus)/makethecontrastwiththeGOP
clear
PuttheGOPimmediatelyonthedefensiveandcreatecrosspressurebetweengeneral
electionandprimarymessagesforcethemtogetfirmlyontherecordwithrightwing
positions
Protectandreinforceleadswithkeyconstituencies
ConducttourinkeymarketstohitBGvotersfocusonstatesthatdidntgetasmuch
timeinprimaries
DemonstrateunitythroughPOTUS,Sanders,OMandotherendorsements.Have
primaryopponentshelpdrivecontrastandurgency.

Timing

Weshouldbeveryaggressiveaboutsayingtheprimaryhasendedasearlyaspossible,sinceit
willsaveusmoneyandgiveusafurtherheadstartonfourkeytransitionactivities:
1. HRCrest/downtimewouldbeidealtogiveher45daysofdowntime
2. Fundraising
a. PUSAmeetings,smallevents(assumethesecanbeorganizedearly?)
b. MegaeventsforHVF,toraisegeneralelectionmoneyandpartyfundsforstate
programs(questionforDennis:canthesebeorganizedrelativelyquickly)
3. UnityeventwithSanders
4. Generalelectionmessagingtour(seebelow)
2

Scenario1:PrimaryendsFeb9
Feb15March29:rest,fundraising
March:generalelectionmessagingtour,fundraising

Scenario2:PrimaryendsMarch1
March1March15:rest,fundraising
March15April15:generalelectionmessagingtour,fundraising

Scenario3:PrimaryendsMarch15
March15March30:rest,fundraising
April1April15:generalelectionmessagingtour,fundraising

Message
WewillretestourcurrentmessageassumptionsinthelastHRCmemo,buttheoperating
theoryshouldbethatwestickwithwhatsthere

WhyHRCisrunning:
fightingforusjobgrowth,wagegrowth,helpwithcosts

GOPcontrast
:theRepublicanshavethesameoutofdatepoliciesthathelpthoseatthetop,but
hurttherestofus:taxcutsforrichandspecialinterests/corporations...outofdatesocialagenda

Whatsatstake
:
Middleclass:nohelp,badeconpoliciesthatcrashtheeconomyandtakeawayprogress
wevemade
AfricanAmericans:votersuppression(?)healthcare/educationPresidentObamas
legacy
Hispanics:Immigration,healthcare,education

HRCEvents

UNITY:Sandersendorsement
CommunityHealthCenter(ACA)
Burlington,VT
Brooklyn,NYblockwherehegrewup?

TOUR1:JobsandWageGrowthTour
Pennsylvania:Infrastructure
Ohio:manufacturing/coaltransition?
Virginia/Wisconsin:Education
3

Virginia/Iowa:Infrastructure
Coloradoand/orNevada:Energy/greenjobs?

TOUR2:EstoyContigoTour(Hisp)
Nevada(LasVegas)
Colorado(Denver)
Florida(Orlando)
(CoulddoArlington,VAaswell)

Earnedmediaoutlets:

Univision
Telemundo
Localradiomarkets

TOUR3:FightingforUsTour(branding?)(AA)/POTUSendorsement
Ohio(Cleveland)withPOTUS
Pennsylvania(Philadelphia)/Michigan(Detroit)
Virginia(HamptonRoads)withFLOTUS
NorthCarolina(ifcompetitive)
Florida(Miami?)withFLOTUS

Earnedmediaoutlets:

SteveHarvey
Others?

TOUR4:YouthTour?
Focusonstudentdebtgoodjobs/benefits..greenjobs/climateequality?

SurrogateEvents

OUTOFDATE/OUTOFTOUCHTEAM
SpecialteamofreliableGOPoppositionsurrogatesthismaybeagoodprojectforDWSwho
birddogGOPcandidates,especiallylikelynominee,attheirevents(needspecialstaffteamat
HQthatdoesthis)reinforcebasiccontrastmessageandtrytopushthemfurthertotheright.

1. WomensbustourchasingGOPspeakingateventsandchallengingthemtobeclearon
womenshealth/equalityissues
2. HispanicactivistgroupstoprotestGOPeventsseekoutsidegroupstobadgerGOP
candidates,getthemontherecord
3. AAteamPOTUSlegacy?
4. Youthgroup?Hollywoodtypesordigitalinfluencers?
4