Page 1 ofl

From:

Keith Gilkes

Sent:

Friday, April20, 2012 7:43AM

To:

Brian Tringali; BJ Martino

Subject:

Fwd: Final Walker absentees

Attachments: WALKE..111 Absentee 4.pdf

Final absentee mailer.. :.
--------- Forwarded message -----.:.--From: Peter Valcarce <valcarce@arenacomm.com>
Date: Thu, Apr 19,2012 at 12:34 PM
Subject: Final Walker absentees
To: Dan Blum <dan@scottwalker.org>
Cc: Stephan Thompson <SThon1pson@wisgop.org>, Keith Gilkes
Johnson" <rj@Jjjohnson.org>, Casey@scottwalker.org

"R.J.

These have all the changes made. A I'n1 assmning they are all good to print?

(0
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8/20/2012

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123 EasySt
Madison, WI 53701

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Follow these four easy steps to keep Wisconsin

moving forward with Governor Scott Walker.
step 1:

Fill out the attached application for an absentee ballot today
(be sure to sign the application}.

step 2: Fold your application in half, tape it close and mail it ln to your
local municipal clerk by Friday, May 251h •

.·., ,,:...

Step 3: After your application is recelved, your municipal clerk will mail you
an absentee balfot Once you receive it, please flU it out immediately
and vote for the candldate who will move Wisconsin forward.

Step 4: Mail in your completed absentee ballot to your local municipal
clerk by Thursday, May 31st.

:'Job loss wm
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Questions: Call aoa-535-9844.

. ..

JUNE 5™ GENERAL RECALL ELECTION

-

OFFICIAL ABSENTEE BALLOT APPLICATION -

 WISCONSIN APPUCATION FOR ABSENTEE BALLOT

June Sib. General Recall Election

Wtn.s:ttons: Please us. upparcase (CAI'ITAI.l leiter$ cnly.
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WISCONSIN APPLICATION FOR ABSENTEE BALLOT

June 5'4 General R..eaH El•ction

When running for Governor,
Scott Walker promised to rein in
spending, eliminate the budget
deficit and hold the fine on taxes.

And that's exactly what he's done.

\1\\~· The number of businesses
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 Page 1 of2

From:
Sent:

Keith
Thursday, August 18,2011 6:18AM

To:

Scott Walker

Subject: Comments for Donor Call - Please review...

Scott- below are some suggested remarks by RJ for the call. RJ is in the hospital so he will be
unable to join on the call. I will pinch hit for him as best I can to give some follow up comments
and help answer any questions that may come up. I will bring a copy of this with me to the
residence.
·
KG

We needed to hold four of the six Republican Senators facing recalls last week in order to
maintain our conservative majority in the state senate. With your help and against the odds, we
beat back the national unions and held our 1najority by a margin of 17-16.
Early polling told us that we would almost surely lose two of the six GOP seats. Two more seats
were within the margin of error and trending the other way.
Thanks to your quick and very generous response to our call for help, we were able to frame the
debate and define our opponents before they had a chance to define themselves.
And we managed to win in an environment where we were outspent more than 2-1, withstanding
a massive influx: pfunion organizers and,an estimated 30 million dollars.
Wisconsin was declared ground zero by President Obama and the National Unions who wanted
to stop similar collective bargaining reforms in states like Ohio and Florida. And they also
turned the recalls into class warfare as a practice ron for the 2012 Presidential race. If they could
make us pay the ultimate price for our bold reforms, they believed they could stop reform efforts
in Washington and around the country.
Wisconsin Democrats abdicated control of their campaigns to national consultants and
Washington D.C. Unions, vvith heavy assistance from Barak Obama,s Organizing for America,
Moveon.org, The AFL-CIO, SEIU and others.
Our efforts were run by Wisconsin Club for Growth and operatives R.J. Johnson and Deb
Jordahl, who coordinated spending through 12 different groups. Most spending by other groups
was directly funded by grants from the Club.
We tactically outmaneuvered them.
By defining Democrat Shelly Moore early, we took a race that started at only plus 2 (and where

the Gove1nors numbers were upside down) offthe table and kept it there. Moore was a board
Member of the NEA and the State teachers union. We used her radical views and footage of her
7/20/2012

EXHIBIT

~

i

__ ___
Zff
;...;;...

 Page2of2
union speeches to disqualify her and tum off independent women and older voters. We knew women and older
voters would reject her. We lcept the pressure on through the election and won this seat by 16 points.
We also defined Democrat Fred Clark early. We used his horrendous driving record, failure to pay child
support; ?lld a recording of him saying he wanted to call a female constituent back and smack her around, to
illustrate how Clark behaves when he thinks no one's watching. This angle was particularly helpful in
eliminating Clark's advantage with independent women. We were behind by 2 points when we started this race
·
and we won by 4.
Wisconsin Club for Growth raised 12 million dollars and ran a soup to nuts campaign. Every target was
researched utilizing a top notch opposition researcher and Club advisors. Polling, focus groups and message
development was a collaborative effort with help :from Neil Newhouse and Pat Caddell.
An aggressive issue- based absentee ballot program was launched through direct mail and boots on the ground.
Pro life, pro family and second amendment rights activists helped collect and process thousands of absentee
ballot requests through a central operation.

These activists were joined on the ground by dozens of volunteers fron1 Ralph Reed's Faith and Family
organization through a grant from the Club.
The statewide voter list was enhanced with district specific micro-targeting data and 3o5 million pieces of issue specific mail was sent to targeted voters.
From the beginning we knew conservatives suffered from of a double digit intensity gap that favored the
Democrats. To address this, we ran a two week radio and Fox TV News admonished voters not to let the
Madison liberals take us back. Simultaneously we ran generic television ads talking about the progress made
balancing the state budget without raising taxes or cutting essential programs.
Targeted districts had as much as 8 weeks ofheavy network and cable television and radio. Ads were nni on
poll tested issues> including fiscal responsibility, tax hikes, wasteful spending and spending priorities that
moved independent swing voters to the GOP candidate.
·

7/20/2012

 Page 1 ofl,

From:

R.J. Johnson [~@rjjohnson.org]

Sent:

Monday, April 23, 2012 6:00PM

To:

Keith Gilkes

Subject:

This is my working document

Attachments: Walker Media Recall.xlsx
It's not exact on points or CPP

R. J. Johnson

R. J. Johnson and Associates
N7130 North lost lake Road
Randolph, WI 53956
Voice {920) 326-5555 Cell

In Hoc Signo Vinces

EXHIBIT

I
8/21/2012

72.,/

 Cf'P
Green~y

MllWllulwe
rhd"JSOn
EC/IAX
WaiiSIU

Duluth

Mf'S.SP

U3
180
148
107
61

.!1-Apr
9·Apr 9-Apr 16-Apr l!i-Apr 16-Apr 23-Apr 23-Apr 23-Apr !Itt-Apr ZO.Apr 30.1\pr 6-May 6-May
Points Cost
cable Points Cost
l'o!nts eo.rt
Olb!a Points Cost
Cable
Cable
Points
Cost
4$000 1000 ll34M EiS385 1000 U343S 6!!!186 1000 92000 69386 1000 '113000
59000
1000
0
0
1000 1SOOOO
0
0 1000
0
0
0
0
0
0
0
0
0
0
0
0 1000 1411000
0
0
0
0
0
0 1000
54000
100ll
40000 1000 107675 57608 1000 107675 57 GOB 1000 90000 57608 1000 :lJ)70(lO
1000
38000
21000 1000 51800 30057 1000 61!!00 30057 1000 45000 30057· 1000 Gl.OOO
511.9
6119
6119
~00
0
30511
30511
!IOSU
0
20000

Huhl

Total
Redfo

total

!i-Mav 13-May
O!ble
GSQOO
l.llliOOO
103000
3fi000
21000

13-M~y

:JJ.May 21J.May 2.(}.May 2.0.Mav 21·May 27·May V-May

4-Jun

4-Jun

4-Jun Totnl

Points Cost
<:able Potnts Cost O.blt Points Cost
Points Cost
Cable
Cable Total
1500 159500 100000
l.SOO 159500 100000
:aooo 22sooo 100000 1000 l.lSOOO 100000 1786027
1SOO

:m~oo

18t>ooo

6119
30511

1500 2.22000 103000
1500 160500 50000
1500 !11500 21000
6119
30511

5000 609000 447630

7500 913500 4JlGS30

1SOP 210000 186000
1500 222000 103000
1500 160500 50000
1500 !11500 21000

2000

360000 l8SOOO

2000 296000 103000
2.000 214000 soooo
2000 WOOD 21000

1000 180000 1116000
1000 148000 103000

2004000

1000 107000

soooo

15trn.74

61000

s2an1

8020212

1000

30511

6119
llOSll

21000
611!!
30511

7500 913500 496630

10000 1218000 496630

5000 609000 496630

GU9

129000

3000

280000 130200

3000 282909 1.92681

~000

282910 193681

5000 227000 l93SS1

50000

150000

1SOOOO

200000

250000

144l!OOO
53152
2.G4Dl!B
1'29000

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Ul0212

 Page 1 o£2

--···---------·
From:

R.J. Johnson [rj@rjjohnson.orgJ

Sent:

Thursday, April26, 2012 8:35AM

To:

Mike Huebsch

Subject: Re: 1V ad feedback

Thanks Mike. We're having it retooled.
R. J. Johnson

R. J. Johnson and Associates
N7130 North lost Lake Road
Randolph,VVI53956
Voice (920) 326-5555 Cel

In Hoc Signa Vinces

11

R.J. Johnson"

Cc: Mike Huebsch
Subject: TV ad feedback
Keith
I shared the ads with the women's group. I have heard back from three of them so far. Below is their

response. I hope· our target here is men ...
Mike

I'm having a hard time getting past the photo of Walker. It's like a cartoon caricature. The photo of
Barrett is better than of Walker. GET A NEW PHOTO!!!!
·
Neither ad speaks to me at aiL I donJt like the stockphoto collag~ of the 'footage' version. I appreciate
the contrast and have no problem with the message but the visual does not resonate AT ALL with me.

Suggestions for the graphic version:

,_~E~XH~IB~ITIIBIIII~

• make the Barrett photo b/w
• new photo of Walker! l
• I understand the Lforward' and 'backward' wallpaper of the ad, but ies too much ...too distrac mg.

11/30/2012

 Page 2 of2

Makes you want to turn it. Try using the words in a frame around the main message so the middle is
white.
• make Barrett's. wallpaper grayscale. ·
• at the end, switch 1em. put Walker on the right and Barrett on the left, like in the footage version.

Suggestions for the footage version:
• m~ke the Barrett photo b/w
• did I mention this yet.... GET A NEW OF WALKER!!! [
• I know the stockvideo are comps and poor quality and so it's hard to see for sure, but the images look
dated ... especially on the big montage. I don't like the heavy manufacturing images.
• Can you use a white background for the Walker video collages.
• Play this one only on ESPN and The Outdoor Channel. It does NOTHING for me.

Oh1 one last thing ...GET A NEW PHOTO OF WALKER HI H
----------------·---------------~---------------------------

------------

I like the first one. The pictures tell you where the ad is going before you read the words. The audio is right on
target Even without sound, the visual is vibrant & growing for Walker, dull & shrinking for Barrett. The second
requires more attention & effort than I am willing to give a political ad, but no other problems with it.
Prefer the graphic version because it's cleaner. Having less visual clutter makes the message much clearer.
Agree that photo of SW is not great--although I love tl')at he's smiling and will take that over alternatives. Big
question I have is with sound effect. That downer noise makes me almost nauseated. I worry that voters will
associate that noise with Walker, rather than as intended. Seems like a dangerous association. Not crazy about
the "positive" sound effect either. P.S. I agree with the major point (after changing photo}, which is that this a ·
male ad. I don't see women responding to it in any helpful way.

11/30/2012

 ~------------------------~-----------From:

.Sent

To:
Subject:

rj@rjjohnson.org
Wednesday, April 06,201110:13 AM
swaJkerwi@gmail.com; Keith Gilkes
Re: Meeting

What gang?
----~-original Message-----From: swalkerwi®gmail.com
To: Keith Gilkea

To: rj

ReplyTo; swalkerwi®gmai1.com
Subject: Meeting

Sent: Apr 6, 2011 9:25 AM

think we need to bring tpe gang together tonight.
Sent from my Verizon Wireless BlackBerry

I

Sent from my U.S. Cellular BlackBerry$ smartphone

EXHIBIT
1

I

/7

 Page 1 ofl

From:

Keith Gilkes -The Champion Group

Sent:

Wednesday, April 06, 2011 2:15PM

To:

Chris Jankowski; Nick Ayers; RJ Johnson; Michael Grebe; Stephan Thompson; Mark Jefferson; Scott
Walker; Jim Villa
·

Subject: Meeting and Call in Information: Thursday. April 7th

EveryoneOur meeting on the Wisconsin State Senate recall effort wilt be tomorrow, Thursday, ApriJ 7th
at 6:00pm CST. Below Is the call in information for those who cannot attend In person as well
as the phy~e meeting spot In Milwaukee for those in attendance. Please email or c a l l - w i t h questions.
Dial In: (218) 862-1001
Passcode: 1023320#

Tool Service Corporation

2942 N. 117th Street
Milwaukee, WI 53222

Owner and On-si
Usa Mauer - cell

-

• I

I

I

I

I

..

ct:

Keith Gilkes, President
The Champion Group, LLC
E-mail: kgilkes@ChampLLC.com

EXHIBIT

I3
8/29/2012

__ ___
__...
/~/

 Page 1 ofl

From:

Sent:
To:

Thursday, April 07, 2011 5:44 PM

Cc:

Eric Schutt; Scott Walker; RJ Johnson; Nick Ayers; Chris Jankowski; Michael Grebe; John Hogan; Stephan
Thompson; Mark Jefferson

kgilkes@ChampLLC.com

Subject: Re: Agenda for 6 pm CST meeting with Governor Walker

Thanks Keith. I'll be on for the first 30 minutes - dinner with Fuzzy Zoeller tonight!

On Apr 7, 2011, at 1:59PM, Keith Gilkes- The Champion Group

ote:

Agenda for Recall Update Efforts
Update on recall signatures- status for GOP and DEM districts (RPW)
Background and game plan on recall signature gathering for DEM Senators (RPW)
Plan for review and legal challenges on signatures filed against GOP Senators
(RPW/CERS)
Additional options for legal strategy to delay recall efforts (CERS/RPW)
Update on Senate GOP Campaigns/Plan for DEM Senate Campaigns (CERS)
Fundraising Efforts (CERSIRPW)
GOTV Plans!Absentee Ballot Program
Governor Walker Efforts both National and State

Keith Gilkes, President
The Champion Group, LLC
E-mail: kgilkes@ChampLLC.com

EXHIBIT

I
7/20/2012

;r.2.

 Page 1 of3

From:

Scott Mat~eJov

Sent:

Wednesday, May 04,201111:20 AM

To:

Kelly Rindfleisch

Cc:

<swalkerwi@gmail.com>

Subject: Re: KARL ROVE

Hi Kelly- we.should be able to do this call around 1:30pm today. However, the Gov has
indicated he does not have Rove 1s cell. Could someone email that to the Gov?

Sent from my iPhone
On May 4, 2011, at 11:12 AM, "Kelly Rindfleisch"
Not sure ifRJ contacted the Governor on a couple of calls he'd like him to make
when he's in the car from 1:30-3:00 (aside from the 2:00). 'Tills one is to Karl Rove.
There will be another one. Let me know if there's a problem and I will tell Kate we
need to do something different.

From: Kate Doner (maUto:kate@donetfundralsing.com]
Sent: Wednesday, May 041 201111:07 AM
To: 'Kelly Rindfleisch'; 1R. J. Johnson'
Subject: KARL ROVE

RJ- LET ME KNOW IF YOU WANT ANY OF THE TALKING POINTS·
CHANGED.

Date:

Wednesday, May 4, 2011

Time:

CALL FROM THE CAR TODAY

Attendees:

Governor Scott Walker (WI- R) and Karl Rove

Contact:

Call Rove)s cell phone (was told Walker has it)

Background:

Karl Rove has collected millions of dollars from major donors across Texas and the
US. Specifically, he received $7m ·from Bob Perry (Houston). When I spoke with --•e•x•H•••y--~
1 81
Perry ... - he thought that the money he gave Rove ~as going to be used in

2/.1
7/16/2012

 Page2 of~
Wisconsin. Crossroads did not contribute any money to the efforts in the election, supreme
· court or budgetbattles.

Talking Points:

• Be specific and firm with Rove. Let him know you lost an election last night 5446.

• Discuss how you plan to 11.1n the campaign in-state due to past fumbles by outside
groups and you want Crossroads to contribute $1m by the end of the month.
Specifically ask: CAN HE MAKE THAT HAPPEN?

• Let Rove know that many donors that you are reaching out to think they gave money
to Crossroads to help with the battle in WI. Specifically Bob Perry. Since money is
not flowing from the business community - - you need Rove to send $1m by the end
of the month.

• Tell him you must raise $9m by June 15. Let Rove know th!if.you CAN,T ask
companies that have· lobby efforts in WI to give money. Would he be willing to ask
his corporate connections to give money to WICFG.

• Ask Rove to call you back by next Wednesday to let you know what cOiporations he
can solicit ·on your behalf.

• Let him know you will be in Dallas on May 12 and would welcome the opportunity to
visit with him.

Kate Doner
Doner Fundraising, Inc.
815 Brazos, Suite 701
Austin, Texas 78701

7/16/2012

 Page 3 of 3

58.476.4403 o?ipe

512.233.2246 fax



7/16/2012

 

 

From:
··Sent:
To:
Subject:

swalkerwi@gmail.com
Wednesday, May 04, 2011· 9:23 PM
Karl Rove
WI

Karl,
Good talking with you this afternoon.
Had a good discussion with about 25 people tonight about our recall elections and our
message. It will be tough but we can (and will} hold our majority in the state Senate.
After our meeting, I had a good chat with RJ. Because of his financial position, he is not
taking a cut of the funds being used for Club for Growth - Wisconsin.
Kate Donor is getting paid to help us organize fund-raising in other states but the
operations do not include staff or an office or other overhead.
RJ was the chief advisor to my campaign (I always called him my Karl Rove and Keith Gilkes

was Ken Mehlman) . He put together the team to flip the Senate three times and the Assembly
two times.
He ran the effort that defeated the first incumbent Supreme Court Justice in decades back
in 2008 and Club for Growth - Wisconsin was the key to retaining Justice Prosser.
Bottom-line: RJ helps us keep in place a team that is wildly successful in Wisconsin.
are running 9 recall elections and it will be like running 9 Congressional markets in
every market in the state (and Twin Cities} .

W~

I spoke with Bob Rawling today and we are going to meet next Thursday I'm calling Bob
Perry in the morntng {Rawling, Phil Gramm and Rick Perry all told me to call). I'm sure
they will ask you about our efforts.
As mentioned, any and all help would be great (i.e. email list, names to call, million or
two from American Crossroads).
I appreciate your interest and look forward to reading your column in the WSJ tomorrow.
Thanks,
Scott
Sent from my Verizon Wireless BlackBerry

EXHIBIT
1

I