8/3/2019 Obama 2012 - Strategy Update
1/22
Campaign Update
Jim MessinaCampaign Manager
8/3/2019 Obama 2012 - Strategy Update
2/22
Our Mission
Howwewin
Re-elect President Obama on November 6, 2012How we!ll run the campaign: Respect. Empower. Include. Win.
How we win
1. Expand the electorate
2. Build something new
3. Grow the grassroots in the states
4. Measure our progress
5. Work for every vote
8/3/2019 Obama 2012 - Strategy Update
3/22
How we win
1. Expand the electorate
2. Build something new
3. Grow the grassroots in the states
4. Measure our progress
5. Work for every vote
8/3/2019 Obama 2012 - Strategy Update
4/22
Electoral Map
Keep the expanded map
2004 Presidential Election Results
252286
Kerry Bush
Electoral Votes
8/3/2019 Obama 2012 - Strategy Update
5/22
Keep the expanded map
365
173
Obama McCain
Electoral Map
2008 Presidential Election Results
Electoral Votes
8/3/2019 Obama 2012 - Strategy Update
6/22
Expand the electorate
Democrats registered morevoters than GOP in #07-#08*
*Partisan new registrants in states with party reg.Source: DNC Voter File
Voter registration canchange the electorate
New voters will turn out
We must expand theelectorate to win in2012
We could lose if wedon#t 2007 2008
DEMS
GOP
65%
35%
69%
31%
% of New Registrants
8/3/2019 Obama 2012 - Strategy Update
7/22
Expand the electorate
President Obama won first-timevoters by a large margin in #08
Source: National Exit Poll
Voter registration canchange the electorate
New voters will turn out
We must expand theelectorate to win in2012
We could lose if wedon#t 2004 2008
DEMS
G
OP
53%
47%
69%
31%
% of Support
8/3/2019 Obama 2012 - Strategy Update
8/22
How we win
1. Expand the electorate
2. Build something new
3. Grow the grassroots in the states
4. Measure our progress
5. Work for every vote
8/3/2019 Obama 2012 - Strategy Update
9/22
2012 will be different from 2008
Outside GOP GroupFundraising Example*
$70 M
$120 M
$0 M
Republican outside groupsplan to increase theirinfluence
They can accept contributionsfrom anonymouscorporations, thanks toCitizens United ruling
Republicans will push a rightwing agenda and seek to rollback the progress we#ve made
*American CrossroadsSource: NYTimes 3/1/11
8/3/2019 Obama 2012 - Strategy Update
10/22
2012 will be different from 2008
The President won 12 statesby less than 15 pts in 2008
This is not 2008
Electoral landscapewill be morechallenging in 2012
Republicans will befired up to take onPresident Obama
Republicans willengage in competitiveprimary process
8/3/2019 Obama 2012 - Strategy Update
11/22
2012 will be different from 2008
GOP won a statewide race in10 of these states in 2010*
This is not 2008
Electoral landscapewill be morechallenging in 2012
Republicans will befired up to take onPresident Obama
Republicans willengage in competitiveprimary process
* Gubernatorial or Senate race
8/3/2019 Obama 2012 - Strategy Update
12/22
2012 will be different from 2008
Just as President Obama isfocused on winning the future,we must look forward, not back
We have made historic changethese past two years
o Economic Recovery +
Job Creation#
o Health Insurance Reform#
oWall Street Reform
#
o Don$t Ask, Don$t Tell Repeal#
There is more work left to do
Howwewin
Innovate
Educate
Build
Reform
Responsibility#
President remains focusedon winning the future#
8/3/2019 Obama 2012 - Strategy Update
13/22
To win, we have to build something new
Facing new challenges, we will have to build agrassroots organization that#s farther reaching, morefocused, and more innovative than anything we#vebuilt before
We must re-connect with long-time supporters andinspire new ones to join the cause, so that they canshape our national and state plans for victory
We know that the campaign will only be as strong asour grassroots organization in communities acrossthe country
8/3/2019 Obama 2012 - Strategy Update
14/22
How we win
1. Expand the electorate
2. Build something new
3. Grow the grassroots in the states
4. Measure our progress
5. Work for every vote
8/3/2019 Obama 2012 - Strategy Update
15/22
Grassroots org will power our campaign
In the face of historic challenges, the President muststay focused on the American people. That#s why heneeds us to lay the foundation for the campaign,starting now
Campaign will be fueled by commitment of folks in all50 states who lend their time, talent, networks, andideas. We will win this campaign in the states
We believe in organizing block by block, withneighbors talking to neighbors, co-workers talking toco-workers, and friends talking to friends
8/3/2019 Obama 2012 - Strategy Update
16/22
How we win
Organization will grow throughout campaign
1. Launch Campaign Declare I#M IN for 2012 Talk to old and new
supporters, hold one-on-ones
2. Listen and Plan Engage key stakeholders Hold local planning sessions Gather input for national,
state, and local plans
3. Build Teams Organize local house meetings Recruit + train volunteer
neighborhood teams
4. Contact Voters Register, persuade, and turn
out voters
Engage key constituencies
ELECTION
Grassroots will build to the election
8/3/2019 Obama 2012 - Strategy Update
17/22
How we win
1. Expand the electorate
2. Build something new
3. Grow the grassroots in the states
4. Measure our progress
5. Work for every vote
8/3/2019 Obama 2012 - Strategy Update
18/22
Track our progress with metrics
Campaign will be metrics-driven
Everyone will set goals and track their progress
Campaign manager looks at reports every morningon grassroots metrics such as calls, conversations,and supporters who declared I#m In
We will learn together by spreading best practicesand adapting what could work better
8/3/2019 Obama 2012 - Strategy Update
19/22
How we win
1. Expand the electorate
2. Build something new
3. Grow the grassroots in the states
4. Measure our progress
5. Work for every vote
8/3/2019 Obama 2012 - Strategy Update
20/22
Work for every vote
This campaign could be won or lost by a singlevote
We have seen elections decided by the narrowestof margins, so we will work hard for every vote
Complacency loses campaigns. We won#t take
anything for granted. The stakes are too high todo less
8/3/2019 Obama 2012 - Strategy Update
21/22
How we win
1. Expand the electorate
2. Build something new
3. Grow the grassroots in the states
4. Measure our progress
5. Work for every vote
8/3/2019 Obama 2012 - Strategy Update
22/22
What you can do now
Hold conversations to re-engage supporters,recruit new ones
Go to barackobama.com to get involved
Sign Up to Volunteer orFind a Local Event
Declare I#M IN!
Make a Donation
Top Related