Memorandum

To: Mrs. Smith, Presidential Candidate

From: Camille Chavez, Campaign Consultant
Date: Thursday, July 27, 2017
Re: Recommendations for 2020 Presidential Campaign

I have compiled recommendations for your upcoming campaign that are designed to improve
your ratings and give you an edge over the competition. With these recommendations we will
dissect the information I have found in my research and apply it based on the evidence and
outcomes. The information will include the following: Media tactics, fundraising, appealing to
your audience based on race, class, education level, etc.

Presence on Social Media: Looking back over the 2016 campaign styles of both Trump and
Clinton, it became apparent what worked and what didnt. In terms of media presence, every
candidate had one, but not everyone used it to his or her advantage. Tactics that worked for
Trump include down-to-earth grammar and limited political language, which is sometimes
difficult for some people to understand. Trump utilized Twitters concise and immediate
platform to reach millions at all hours of the day and night. Using simple language is something
that appeals to people of all backgrounds and education levels. The millennial age group is more
connected through technology and social media than ever before, which lends to them being a
target audience in the media.

Campaign Videos: When using this method of reaching people in the form of commercials
and TV ads, we will utilize every aspect possible to influence the viewer. Theme music will set
the tone for your entire commercial. Its one of the strongest ways to elicit an emotional
response. Since people tend to be emotionally driven, this is a key factor in gaining approval and
votes from your watchers. With that being said, you must find the right music for the type of ad
you are using.

When creating a critical attack ad against your component you will need to use dramatic music
and sounds to characterize the ad from the beginning. Critical ads do well to provide proof of any
claims, so imagery of documents or video clips are a must. Another way to emphasize your point
is to include text overlay because this will solidify your claims in the minds of people and they
will connect words with imagery and sounds and form feelings and opinions based on what
theyre seeing and hearing all together. Address something that is on the minds of your viewers
already, such as thoughts on a controversial topic that you want them to relate to. Contrasting this
with how your opponent plans to follow through will highlight the differences between you that
you want to stand out the most. A great tactic to use is that of fading the screen from color to
black-and-white as the negative comparison is being made. This can make people think that the
answer is crystal clear,

For ads that are intended to build up your own character, use soft upbeat tones of music that
evoke a feeling of enlightenment and positivity. You want your viewer to see you as relatable.
Show clips of your accomplishments and relations with the people, including moments that
portray you as down-to-earth. If you experienced the same concerns as the people before you
were a politician, talk about it. This is a great way to remind them that you truly understand
where theyre coming from and now youre in a position to bring about the change that is so
important to you and to them.

Fundraising: All methods of fundraising should be put to use. Donations need to come in all
shapes and sizes; do not rely on 5-figure donations from wealthy supporters to get you across the
finish line. According to Jonathan Martins article in the New York Times titled Clinton
Struggles to Replicate Obama's Small-Donor Success, this was a mistake analyzed in the
Clinton campaign where her focuses lie primarily in high-dollar donations. By limiting herself
and more importantly, her time, with the more common hard-working earners, she essentially
drew a class line, which led to limited support from modest donors. With this in mind, think of
the types of people that provide the smaller donations (under $200) who need to feel that their
contributions matter, and their voices heard. Its important during your campaign that you show
recognition and appreciation for the hard workers who have limited means by granting some
smaller communities some much needed face time. Another method is that of online donations
as an effective way to reach more people because almost everyone has Internet access. Donald
Trump benefited from utilizing this method and coupled with the fact that he had more face-time
with the populations, he generated significantly more modest donations from his supporters than
Hillary Clinton did. Most people are comfortable with this method because it can be done from
their home and is something they are familiar with. Having fundraising events that revolve
around smaller communities is vital because your presence is important to them.

Campaigning in Swing States Nevada: According to American Fact Finder, the state of
Nevada is just below the national median income level at $51,847 and its citizens have a
substantial Latino population coming in at above 25%, due to the states proximity to the border
of Mexico. Statistically, Latinos tend to be democratic and largely liberal, however due to many
having Roman Catholic backgrounds, theyre found to be quite conservative on social issues
such as abortion and gay marriage. Consider an approach that will expands on their interests in a
way that highlights the benefits of change you want to implement. Latinos throughout history
have always had low voting rates compared to others of a similar income and education level. To
target this audience it would benefit you to encourage them to vote for you based on shared
interests. Nevada shows a poverty level that sits at 15.5 percent. The low-incomes associated
with this kind of poverty will generally mean that social matters and government programs are
extremely important to members of this population. I recommend you elaborate on your plans for
wage increases and accessibility to health care when youre campaigning in this state. Taking
into consideration the Latino population and age group thats 20% between 20-34 years old, you
will find a lot of first-time voters or people who are uninformed or uncomfortable with the
process of registering to vote and voting. To encourage this demographic to vote you can shine a
spotlight on just how beneficial it is for them to be taking part in the election. You can bring
about change that will increase their quality of life.

Campaigning in Swing States New Hampshire: New Hampshire is composed of mostly

white Americans and has a very high education rate of 92.3%. Studies have shown that education
level is a great indicator of voter participation. The more educated and informed a population is,
the more likely they are to form and express their opinions on issues important to them. Its been
noted that people of older age (65+) vote more than those younger than them. However, certain
ideas die off with each generation and what is most important to an older age group is very
different than concerns of a younger crowd. What New Hampshire shares in common with
Nevada is a similarity in average age of potential voters: nearly 30% of both populations are
between 35-54 and a significant amount of 20-34 year olds. Topics of keen interest for this age
group are environmental issues, wage equality, rising minimum wage, and gender equality. I
recommend tying in your commercial ad campaigns with the interests of these age groups in
order to encourage more solid numbers of voters.

In closing, I would be more than happy to address the above recommendations and any other
thoughts or concerns you have regarding your upcoming campaign. As always, I wish you the
best of luck in your endeavors.

Best,
Camille Chavez

Attached: Statistical data pertaining to the aforementioned swing states.

 Median Household Income

80,000 66,779
60,000 51,847
40,000
20,000
0
Nevada New Hampshire

Age, Gender and Education

100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00% Nevada
30.00%
20.00% New Hampshire
10.00%
0.00%
e e e e e e e e n
al al al al al al al al to
M m M m M m M m a
4 Fe 4 Fe 9 Fe +
+F
e uc
0 -3
-3 4 5 -5
-5 4 5 -6
-6 9
e 70 0 Ed
e2 0 e3 5 e5 5 Ag e7
Ag ge2 Ag ge3 Ag ge5 Ag
A A A

Ethnicity
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
White African American Asian Latno
Nevada New Hampshire
 Works Cited:

DataAccessandDisseminationSystems(DADS)."AmericanFactFinder."American
FactFinder.N.p.,05Oct.2010.Web.20July2017.

Martin, Jonathan. "Clinton Struggles to Replicate Obama's Small-Donor Success." New York
Times, 22 Sept. 2016, p. A18(L). Opposing Viewpoints in Context,
login.ezp.pasadena.edu/login?url=http://link.galegroup.com/apps/doc/A464224510/OVIC?
u=pasa19871&xid=836f5ef5. Accessed 18 July 2017.