TO:
FROM:
Re:
Date:

Senator Obama
Message Team
Proposed Calendar/Message Priorities/Paid Media Plan
October 10, 2007

This compilation is a combination of the efforts of the message team and contains:
1. A message plan outlining the basic message framework and specific ways to
work within that framework to draw contrasts with HRC.
2. An earned media plan complete with overall earned media priorities, specific
ideas for the next six weeks, press ideas to increase coverage in national press
outlets and a message calendar through mid-November.
3. A paid media plan outlining the early work we need to introduce you in Iowa,
the spots we are currently up with and a specific plan in each of the four early
states.
Agenda for October 11th Meeting:
I.
II.

III.

VII.
VIII.

VI.

IV.

V.
IX.

Opening Thoughts (Barack)
Message overview
• Positive narrative
• Contrast narrative
Execution of the case against Sen. Clinton
• Earned media
• Surrogates
• Debates and stump
• Paid/other tactics
Message and issue calendar update
Debate planning and strategy
• Debate prep – format; participation
• How can we get more out of these debates?
National numbers
• Implications for early states
• Communications strategy
1. National press
2. African American press
3. Relationship with press corps
The strategic importance of Iowa
• Political calculus – the stakes
• Importance of individual contact
• Early state demographic imperatives (seniors, blue collar, women, etc.)
• What needs to be done to maximize prospect of victory?
1. Stump evaluation
2. Personal interaction -- close the deal
3. Execution of field program
Ad sequence in Iowa
Wrap up
• Calibration of candidate involvement in strategic decision-making
• Staff priorities

1

 •

1. Win Iowa
2. Tighter message and more proactive communications program
3. More focused African American and Women for Obama programs
4. Utilization of supporters and surrogates
5. Additional outside perspective
Candidate priorities
1. Harder sell on the stump
2. Additional political call time, especially Iowa and NH
3. Maximizing every moment – more calls when not in early states,
adding press and political targets on trips

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 I.

MESSAGE PLAN

A. Key Premise - The fundamental idea behind this race from the start has been that
this is a “change” election, and that has proven out. Everything in our most recent
research has confirmed this premise, as has the fact that other campaigns have adapted
to try and catch—or survive—the wave.
! Clinton’s construct is to define this as change from George Bush
! Our construct is much broader and tracks with Americans’ deep discontent with
Washington, specifically:
o Its political gamesmanship, where politicians score points by saying what
others want to hear, rather than what they need to hear;
o Its divisiveness, which pits Americans against each other and blocks the
consensus we need to get things done;
o Its submission to powerful interests that shut out the voices of average
Americans.
From health care to energy to economic fairness, voters identify the systemic failures in
Washington as the major obstacles to progress on the big challenges that face the
country and impact their daily lives.
B. The Character Qualities We Want to Drive
Among a long list of qualities that voters value in a President, three rise to the top:
• They want a President who can unite the country and restore our sense of
common purpose -- so we can make progress on health care, energy and
other problems that touch their lives.
•

They want a President who will stand up to lobbyists and put the needs of
working- and middle-class Americans ahead of the special interests and
big corporations.

•

They want a President who doesn’t just tell people what they want to hear,
but tells them what they need to know.

The reason we are in this race, and why we can win, is that the attributes voters most
value in the next President are the ones on which YOU scores high and Hillary, low.
Barack Obama is change. She is not.
C. The Fault Line: Hillary’s the Problem, Not the Answer
“Change you can believe in” was intended to frame the argument along the character
fault line, and this is where we can and must win this fight. We cannot let Clinton
especially blur the lines on who is the genuine agent of change in this election.
! The reason Clinton can’t be trusted or believed when it comes to change is that she
represents, to a great degree, the three sources of discontent formulated in our
premise.

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 o
o
o

She’s driven by political calculation not conviction, regularly backing
away and shifting positions on issues ranging from war, to Social Security,
to trade, to reform.
She embodies trench warfare vs. Republicans, and is consumed with
beating them rather than unifying the country and building consensus to
get things done.
She prides herself on working the system, not changing it -- rebuffing
reforms on everything from lobbyist donations to budget earmarks.

D. Current Goal
Create a distinct and sustained contrast in all our communications.
•

Barack Obama is the only authentic “remedy” to what ails Washington and stands
in the way of progress.

•

Hillary Clinton is a prescription for more of the same, meaning that our shared
goals will once again be frustrated by Washington’s failed politics.

This contrast, along with some tactical imperatives we need to burnish your image,
should guide all of our communications and events in the next 90 days.
This does not mean that all communications and events have to deliver on all aspects
included below. But if they don’t substantially fit into this framework, then they should
not be undertaken. Everything from this point on has to be focused on driving our
positive and contrasting messaging on “change.”

E. The Basic Messaging Framework
Obama Positive
The same old approach, which always puts
political calculation ahead of what’s right
for America and what Americans needs,
won’t work and won’t bring change we can
believe in. (The Critique)
Barack Obama will end the divisive trench
warfare that treats politics as a game and
will lead Americans to come together to
restore our common purpose.
(Inspiration)
Barack Obama takes on tough issues and
doesn’t just tell people what they want to
hear; he tells them what they need to
know. (Principle)

Clinton Contrast
Hillary Clinton’s prescription for the country is a
continuation of the old politics that puts obtaining
and preserving political power ahead of reliable
principles or progress for the American people.
It may not be her fault, but Americans have deeply
divided feelings about Hillary Clinton, threatening
a Democratic victory in 2008 and insuring another
four years of the bitter political battles that have
plagued Washington for the last two decades and
stymied progress.
HRC is driven by politics, not conviction. From the
war, to NAFTA, to Social Security, to her choice of
baseball teams, Clinton is constantly shifting,
dodging and changing positions to satisfy the
politics of the moment. Her penchant for secrecy
and non-disclosure reflect an underlying disdain
for the “invisible” people for whom she claims to
speak.

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 Barack Obama knows the voices of average
Americans have been shut out, and he will
put the needs of working- and middle-class
Americans ahead of the special interests
and big corporations. (Reform)

Clinton has never embraced reforms – and has
opposed many that would truly change the system
and scale back the power of the special interests
and lobbyists.

F. Tactical Imperatives
! We have to drive the choice to the above distinctions, and we need to do it in a way
that is not so abstract that we lose the concrete aspirations people have.
! We also can’t drive the contrasts so subtly or obtusely that the press doesn’t write
about them and the voters don’t understand that we’re talking about HRC.
! We need to recognize that in the next 90 days this is all about YOU: voters quite
simply want to know if you has the strength and character to do the job, as well as to
see what that will mean in their lives. Stylistically, that means:
o Our language has to become more 1st person, and our verbs forceful and
active. We need to be the active agent who will “do” -- not describe what
our plans will do.
! We need to be agile on a daily basis so that when opportunities present themselves,
we go after them (i.e. HRC backing away from baby bonds within 48 hours).

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 II.

EARNED MEDIA

Summary
This memo is an update of the message priorities and calendar that you saw last week.
A couple of changes that reflect our recent discussions and your recommendations:
•
•

We have moved education to mid-November in order to roll out the blue
collar/middle class agenda earlier;
Because of some of the challenges of the calendar, while not ideal, I propose
diving into the blue collar message pieces first and then doing a broader speech
on a day when we are in Iowa that maximizes coverage.

A. Overall Priorities
Moving forward, we are going to add additional resources and emphasis in the following
areas consistent with our early state strategy:
• Further introducing you and your message to the American people through
national broadcast television – both hard news shows and “softer” shows like The
Tonight Show and The View. We will focus on shows that have the best
viewership among key demographics in the early states.
• Providing additional access to national and early state reporters in a way that
furthers our message and strategy. This would take place in the following ways:
o Additional interviews and car rides with reporters in both on and off-therecord fashions;
o Off-the-record dinners and happy hours with reporters similar to those
you participated in this week in New Hampshire;
o More informal and impromptu avails with the reporters covering you at
events where appropriate;
o More frequent conference calls with reporters to amplify our message of
the day.
o We have to decide if we want more traveling press with us on a regular
basis. It helps with national coverage, but adds to the costs; constrains our
schedule; and limits interactions with Iowa Press.
• A more aggressive surrogate effort. While we have dramatically increased our use
of validators both nationally and early states, we will begin an enhanced
surrogate press program. There is a very limited appetite for surrogates on the
national cable networks, but we will continue to be aggressive on that front and
expand the diversity of the people we put on TV. We are also implementing a
program that uses our surrogates in a more aggressive way in the specialty media,
particularly the African American and Hispanic media.
• An increased profile in the African American media. While Candice has ensured
that you have had a consistent presence on African American radio and exposure
to key African American opinion leaders nationally and in South Carolina, we can
always do more. In the coming weeks, we are working on:
o Ensuring a regular rotation of appearances on key syndicated radio shows
like Tom Joyner and Steve Harvey;
o An appearance on Tavis Smiley’s television show;
o Periodic conference calls with African American newspapers;
o A weekly column from you in African American newspapers;
o A consistent flow of op-eds from prominent African American surrogates
B. Specific Priorities for the Coming Months

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 1. Use the five-year anniversary of Congress’s vote to go to war in Iraq to highlight
your judgment and ability to lead with a web ad. (October 11th)
2. Pick a fight with HRC prior to the 10/30 debate to help set up the debate.
3. Focus a concerted amount of time on our middle class/blue collar agenda starting
with a speech on the economy. This speech would package together previous
initiatives like health care with new policy on retirement security, trade security
et al. (early November)
4. Hold foreign policy summits in New Hampshire and Iowa with YOU and highlevel foreign policy advisers, perhaps stressing nuclear non-proliferation and
your leadership. (ASAP)
5. Hold an event, tour or summit in Iowa with former Clinton Cabinet members.
(early December)
6. Aggressively deploy high-level surrogates, including a tour of Southern
Democrats in Iowa to talk about how YOU are the most electable. (Jim Cooper,
Ray Mabus, etc)
7. Roll out a new line/message hit at the Iowa JJ – our version of Kerry’s “Real
Deal.” (11/10);
8. Potential National Service/Civic Re-engagement speech. (TBD)
C. National Press Ideas
•

•
•
•
•

•

Increase YOUR national press profile with additional TV interviews. Possible
shows include:
1. Meet the Press, Face the Nation, Hardball College Tour in IA, GMA Town
Hall in an early state, Late Edition, Fox New Sunday, This Week (again),
Nightline, and non-traditional outlets aimed at younger voters, including
Colbert, Ellen, and Leno.
Big speech laying out the case against HRC in Iowa
Roll out Republicans for Obama in Iowa and/or elsewhere
Announce in Iowa and/or New Hampshire that YOU will not accept the VP
nomination (in case people are hedging their bets for a Clinton-Obama ticket)
Send Ax, Plouffe, Hildebrand and others (maybe John Norris or Tewes) to DC to
do a series of background presentations for key national reporters on our plan to
win and our organization.
One-on-one debate with HRC (December?)

D. Calendar
October 8 (NH)
• Major Energy Policy Speech
October 9 (NH)
• Energy Amplification Event
October 11 (TBD)
• 5th Anniversary of Senate Iraq Vote Interviews
October 12 (IA)
• 5th Anniversary of Senate Iraq Vote Event

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 October 13 (IA)
• Turn the Page in Iraq Canvass Kickoff and Canvassing
October 14 (IA)
• Interfaith Forum on Climate Change
October 15 (WI)
Countdown to Change Event in Madison
October 16 (IA)
• Rural Agenda Rollout (this will be the first of a series of economic-focused events,
roll outs, etc that will continue through mid-November)
October 17 (CA)
• Tape Leno and Ellen
October 18 (NV)
• Iraq Message Events (We haven’t done Iraq in NV yet.)
October 19 (AZ)
• Western Finance Day
October20 (CA)
• Latino Town Hall in East LA – Urban Agenda/Latino Drop Our Rate
October 21 (CT)
• Fundraising
October 22 (NH)
• College Affordability Roll Out
October 23 (NJ/NH)
• Fundraising
October 24 (NH)
• Tax Cut or Health Care Message Events
October 25 (IA)
• Taping Day in Chicago
October 26 (OH/MO)
• Fundraising, Countdown to Change Events in Columbus and St. Louis
October 27 (Iowa)
• Economic Speech that packages our policies (old and new) with YOUR vision and
message. This speech would demonstrate advocacy and passion for the plight of
the middle class and those seeking to join it.
October 28 (OFF)

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 October 29 (IA)
• We should leave this day free to decide if we want to use it drive a specific
contrast for the debate.
October 30 (Philly)
• MSNBC Debate
November 3 (NYC)
• Saturday Night Live Cameo Appearance
November 4-13
• This is the period that I propose that we continue to focus on blue collar/middle
class advocacy on issues including trade, retirement security, and health care.
November 10 (IA)
• JJ Dinner – Unveil new message and slogan.
November 14 (IA)
• UAW Region 4 Caucus

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 III.

PAID MEDIA

A.

Introducing Obama

Our initial round of Iowa advertising was designed to introduce voters to you and offer a
glimpse into what makes you special: the unique life choices you have made; your ability
to bring opposing parties together to meet big challenges; your commitment to
challenging entrenched power; and your understanding of what politics can and should
be about. This will serve as a backdrop to voters’ perception of what kind of president
you will be.
The early advertising laid an important foundation. We moved public opinion
measurably on several key dimensions: voters’ familiarity of and favorable feelings
towards you; their perception that you “care about people like me,” and “relate to the
middle class,” and their belief in your ability to take on the lobbyists and special interests
in Washington. We have also continued to grow on other important character
dimensions, such as “new and fresh” and “inspirational.”
We have transitioned to a different phase of the paid media plan, airing a 60-second spot
in which you frames our message of change with a direct appeal to voters. We
supplemented that big-picture message with a 30-second spot in which you connect a
top issue to his own life. In it, you describe how your mother’s financial struggles during
her battle with cancer made the movement for health care reform very personal.
Taken together, our initial advertising accomplished our first-round goals: explaining
who you are, what motivates you, and what your campaign for president is all about.
B.

Next Steps

Our next ad in Iowa is a testimonial from General McPeak, a direct-to-camera appeal in
which he offers your early opposition to the Iraq war as evidence of your good judgment
and deep understanding of the world. Our qualitative research shows that this spot
appreciably boosts voters’ confidence in your ability to serve as Commander-in-Chief. It
also opens an avenue to older voters, who have been stubbornly skeptical about you on
the issue of experience.
This ad will be followed by a series of spots demonstrating the need for real change in
our country, and highlighting the policies that would result from this change. These ads
animate the slogan, “Change we can believe in.”
We have tested a number of ads that take this approach. The most effective spot, among
both Iowa and New Hampshire voters, is an ad entitled “Quiet.” It features you in a town
hall setting discussing a Detroit speech where you call for higher fuel efficiency
standards, concluding with the lines: “We can’t just tell people what they want to hear.
We have to tell them what they need to hear.” This spot highlights an issue of great
importance to voters, while showcasing your unique appeal and setting up a favorable
comparison with HRC. This ad will follow the General McPeak ad in Iowa.

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 To continue the theme of “truth to power” in the context of issues, we are developing a
number of other spots. We have tested an ad on middle-class tax fairness, and are
revising it to make it even more effective.
One new concept emerging from the qualitative research is a “loose nukes” spot, an
accomplishment of yours to which voters reacted very positively. This has the potential
to show strength and leadership on an issue of great concern to voters.
We are also developing spots that outline your position on education and Social Security,
two other important issues for voters.
C.

The Final Push

Because we cannot predict what turns the race will take in the final 4-6 weeks, we will
have to be nimble in making ad decisions. We may find ourselves in an exchange with
another candidate or candidates. We must be prepared to mobilize our supporters. To
that end, we have produced a series of spots that serve the inspirational and motivational
objectives that will be most important in the campaign’s final stretch. These ads have
tested extremely well, but they are best held for the final phase, after voters have
received more substance from our issue-oriented ads.
D.

Iowa Voter Targets

We continue to run strongest in Eastern Iowa, and have made some strides in the Des
Moines market. Rural areas, particularly in Western Iowa, are a weak spot.
Younger and independent voters remain very strong in their support for you. But older
voters remain a challenge.
The gender gap is not dramatic, but Edwards is tying up a significant share of the male
and rural voters that are key to our electoral growth.
To address this, we will be resuming rural radio in October, continuing through the
election. In addition, we will be supplementing our media buy in Omaha and Sioux City
to increase our vote share in these weaker markets, particularly as we compete with
Edwards for the non-Hillary vote.
We are also preparing a media track that targets seniors, most likely combining cable,
targeted broadcast television, and radio. A series of senior-targeted mailings will begin
in two weeks.
E.

New Hampshire

Following a series of New Hampshire qualitative research, we began running the “Quiet”
ad this week in the Granite State. As in Iowa, this ad proved to be highly effective. It
tested particularly well with independents.

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 This spot will run for two weeks. We will follow it with ads that specifically appeal to
independent and weak Republican voters.
New Hampshire tests on the remaining ads will be completed this week. We will be
closely monitoring our progress with independents as we proceed.
F.

South Carolina

We ran six weeks of African American radio in South Carolina over the summer. We are
scheduled to resume that advertising in a week, and will then be on the air for the
duration. In preparation, we have just completed a poll of African-American voters. The
new set of African-American radio ads will be instructed by this research.
An aggressive, general audience, statewide television buy begins in early December. It is
worth noting that a big portion of the audience for broadcast TV is African-American.
Television ads will be created and tested to target white voters, but will also reinforce the
themes from the African-American radio. A statewide poll of all voters, as well as racespecific media research, is scheduled for November.
G.

Nevada

We just completed our first statewide survey in Nevada, a caucus state. Voters here are
far less tuned in than in the other early states.
Organization of the small group that will actually attend the caucuses remains our first
priority. Pending final Election Day scheduling by the state party, we plan to be on the
air statewide in December.

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