ISSUE BASED CAMPAIGNS CHANDLER THOMAS LLC

Page 1 of 7

CHANDLER THOMAS LLC CLIENT: THE EPP GROUP All campaigns techniques place an emphasis on empathy with the European constituency. This provides the EPP leeway to define what the European Issues will be. Further the analytics and data provided from the campaigns will offer the ability to refine future EPP Group campaigns. Issues Based Campaign Goals:

Increase the EU and International profile of the EPP Group and chosen policy issues. Brand the EPP Group as a forward thinking, innovative Political Party that shows

leadership by addressing relevant issues.

ISSUES: The European Commission priorities for 2011 fall under five main headings:

Sustaining Europe's social market economy out of the crisis and beyond (examples include a legislative framework for bank crisis management, proposals to reinforce the protection of consumers of financial services and a regulation on credit rating agencies – aiming to complete the ambitious reform of our financial sector next year)

Restoring growth for jobs (examples include new fiscal enforcement mechanisms, proposals to support the competitiveness of EU enterprises, especially SMEs, a European Energy Efficiency Plan, a Social Business initiative, legislative initiatives on posting of workers and working time to be elaborated in close dialogue with social partners, improvement of the frameworks for company taxation and VAT )

Pursuing the citizens' agenda: Rights, Freedom and Justice (examples include strengthening of consumer rights, a Common Framework Reference for contract law, renewed Civil Protection Legislation, A Registered Travellers Programme and a new governance structure for OLAF, the EU's anti fraud office)

Europe pulling its weight on the global stage (examples include supporting the new European External Action Service, projecting the 2020 growth objectives on the external scene and continuing to improve EU's development assistance to target those most in need)

From input to impact: making the most of EU policies (examples include a proposal for the next Multi-annual Financial Framework, according a central importance to smart regulation and prolonging the Consultation period to 12 weeks)

Page 2 of 7

EPP Priorities:

Cross-cutting Priorities

Financial resources Lisbon Strategy Good Governance, Better Regulation and Better Law making Communicating Europe

Growth and Jobs

Economic and Monetary Union SMEs Innovation and Research Intellectual Property Energy Policy Transport Policy Telecom Internal Market

Climate change and Sustainable Europe

Climate Change Civil Protection Agriculture Fisheries Policy Cohesion Policy Culture Identity and Diversity

Making the Common Immigration Policy a Reality

Border Protection Immigration

Putting the Citizen First

Consumer Protection Area of Freedom, Security and Justice (AFSJ) Terrorism and Organised Crime Equal opportunities, Gender Mainstreaming and Children's Rights Health Food Safety Audiovisual and Sports

Europe as a World Partner

European Neighbourhood The Wider World

Issues and Medium Trending in the Last Month:

Page 3 of 7

Campaign Strategy: Traditional and Online Active Campaigns:

Macro and Micro, Geo-Targeted Direct Engagement Real-time and Re-active Demographically Framed

82549

262246

195726

14860

103765

1057 382

356355

FinancialCrisis

HumanRights

Gaddafi Egypt eurozone FrancoGerman

Solidarity Syria

Comment Count

0

50

100

150

200

250

300

South Africa Brazil Belgium UnitedKingdom

Germany UnitedStates

Ireland Netherlands

EU Single Market EU Security EU Human Rights EU Africa EU Immigration

Page 4 of 7

Instruments: Analytics: Analytics are the staple of the campaign. Through sentiment and analytic analysis it will be possible - with a high level of accuracy to determine:

What policy/political issue is trending. What mediums people are using to engage EU politics/policies and the EPP Group. The demographics and location where engagement is taking place What type of message is used best on each medium. What framing techniques have the most ROI per medium, issues and region.

This is an immense amount of information that with the right analysis knowledge can increase the efficiency of the campaign. In short media buying, message engagement and time are more efficiently implemented than standard campaigns. The tools used are:

Google Analytics/insights Radian 6 Face book Insights

Micro and Macro Campaigns: These include Banner, search and flash ads and are meant to counter two main issues that political parties face: Recognition and being relevant. Macro campaigns will be used for name recognition and large scale pan EU issues. Micro campaigns are specific, reactive and are more suited for real-time political engagement.

In addition to branding the data gained from instance out put out is invaluable. By seeing what is clicked on the Group will be able to get a good idea of what trending per region, what message trends the best. Think of this as a focus group 2.0. Macro (mass/multimedia):

Online and Traditional mediums (Print, TV, Papers). Pan EPP (Party, Group, MEPs and CES) Traditional (TV, Magazines, News Papers) Large scale websites like the FT, FAZ, Le Mode, BBC and the NYT) Pan European campaign based on relevant regional issues empathized within a pan

EU context. MEPs and group members will use chosen talking points and common terms.

Micro (online/websites/social media) Real-time issue based campaigns implemented online on a weekly or daily basis. Micro campaigns will promote the EPP group policies, counter competitors and handle crises. Turnaround for a global micro campaign can be less than a few hours.

Page 5 of 7

Focus on Daily or Weekly events/MEPS Banner, Face book and Search Ads Counter daily attacks/bad press Utilize YouTube, Blogs, Social Media and Google Search Themed political pictures/videos (i.e. women in the hemi circle) Consistent Vocabulary and Framing Location based

Social Media Networks: Social media (SM) sites have growth exponentially in the last few years. People now use SM as a direct source for engaging brands and accessing information. Social media sites like Facebook and Twitter may become the default place to access news and updates about politics instead of the home page website (consolidation media & captology theory). Potentially the EPP group could get better ROI on Press releases via social media as opposed to the EPP Group’s website. Social Media Sites Used:

Face book Twitter Google+ YouTube

The issue based campaign will make immense use of social media – both Twitter and Face book for example. It will be important for the group to show personality and opinions on policy subjects as well as coordinate talking points and issues across all mediums concurrently.

Social Media Coordination Tools: Without coordination between the entire EPP Group, our message will not be conveyed efficiently. With tools such as Hoot suite and Vitrue it’s possible to do this. These tools provide increased flexibility for posting multimedia and internal coherence by scheduling. These tools also provide advanced analytics in addition to Radian 6 so it’s possible to refine campaign concepts in real-time.

Post Planner Hoot Suite Vitrue

Tactics:

Framing Coordination Identifying/Engaging multipliers Direct Engagement Campaigns: Empathy Mobilizing the base Addressing Swing/Issue’s Voters Hijacking political search terms

Page 6 of 7

Framing: Frames provide people a quick and easy way to process information. Hence, people will use the previously mentioned mental filters to make sense of incoming messages. This will allow the EPP Group to use these schemas to influence how receivers interpret the message in a pro EPP way, and make language more inclusive to constituents. The EPP Group will generate Rhetoric that consciously or unconsciously acts to construct a point of view that encourages EPP Views and policies.

Frames operate in four key ways:

Identify problems Diagnose causes Make moral judgments Suggest solutions

Coordination: Generating consistent, condensed language is important, and goes hand in hand with framing. For example Procter and Gamble cut Head and Shoulders product line from 25 to 16, profits rose 10%. General Motors did the same cutting from eight to four brands last year; dealers reported a 16% increase in sales. The fastest way in politics to condense political brands is build coalitions, coordinate and communicate the same talking points as much as possible. Studies indicate repetition creates truth and this can be used to benefit the EPP Group. Only through clear and consistent talking points can the EPP Group break through the noise of the 24-7 non-stop media environment.

Identifying multipliers: Multipliers are individuals who have a far reaching audience on a given issue. Using the Digital analytic tools Chandler Thomas LLC can find the main multipliers. Studies indicate that on social networks like Face book, 20% of people lead the way for trends and news for the other 80%. This show a need to directly influence and engage these people if the group is to became more influential in the Social Network sphere.

Direct Engagement Campaigns: Empathy: Scientific data shows that empathy is the strongest human trait. Using Face book, YouTube and Twitter MEPS and the EPP Group can directly engage individuals online - in real time, or directly respond to post; this should amplify empathy with constituents. Direct Engagement Campaigns can be coordinated during conferences, plenary sessions and EPP TV. Direct Engagement:

Involve MEPS/EPP officials

Face Book, Twitter, YouTube

Political and Opinion based

Page 7 of 7

Mobilize the base: To break through media noise the winner has to have a base that converts blogs, social media posts and pro EPP news into free advertising. This hopefully reaches a critical mass which allows for exponential gains near election time. To achieve this it is important to have the infrastructure built in advance. While you might not see results right away, if you not invest in it you will be left out. As they say “you only need it when you need it”.

Tools to use for mobilizing that base are:

Blogs Polarization Bias media Twitter

Swings/Issue voters: As a political party it’s our job to define policy lines as close as close to the center as possible (to cater to the most amount of potential voters). To do this it’s necessary to depoliticize issues and present them in a dynamic way based on the profile of the issue/swing voter. This can be done through polls, focus groups and sentiment analysis. With the proper research it’s possible to empathize with constituencies within 7-10%.

Main Stream medium engagement Depoliticizing issues

Hijacking political search terms: Though the use of analytics we can know what search terms are trending with competitors (S&D, ALDE, and EGP). With this information way we can empathetically target individuals on issues that are important to them. For example if someone types in “Martin Schutz, S&D austerity” we can develop online ads that slander Schutz on the issue or empathetically pull the constituent towards the EPP Policies based upon the users profile and SEO of our Ad, Search and website algorithms.