Mike Bloomberg: Promoting Democrats in 2018 In July, Mike Bloomberg announced that he would spend $80 million to support Democrats this November. Bloomberg’s decision was driven by his deep concerns over Donald Trump and Republicans in Congress that have consistently enabled the President. Like many Americans, Bloomberg believes that our country is deeply divided, that the president is fueling those divisions, and that the Republican Congress has stopped acting as a co-equal branch of government. Since September, Bloomberg has traveled across the country to speak with voters about the consequences of the Midterm elections. Bloomberg’s spending was guided by the following principles: Focus on the House – Bloomberg focused his spending – which by cycle’s end was over $110 million – in the House of Representatives because he believed that the best chance for Democrats to regain power in Washington was in the House. But Don’t Forget About the Senate and the Governors – In addition to his focus on the House, Bloomberg gave the Senate Majority PAC $20 million and invested millions in key Governors races in Florida, Georgia, Iowa, Michigan, Oregon, Pennsylvania, Rhode Island. The Road to 218 Goes Through the Suburbs – Bloomberg believed that the road to a Democratic majority in the House went through the suburbs – where voters were particularly turned off by Trump. Bloomberg’s political spending, through his Independence USA PAC, focused on 24 House races that were regionally diverse and mostly suburban. Talk to Base and Swing Voters – Bloomberg was determined to speak to both Democratic base voters and persuadable voters in the middle – believing both groups would be critical to flipping the House. Base turnout is always critical in a midterm – but Bloomberg believed that there were swing voters available for Democrats if attention was paid to them. All Elections are Local – Except Where They Are Not – Independence USA ads focused on highly local issues – like flood control in Houston and wildfires in Los Angeles – but also on national issues like taxes, health care and gun safety. In addition the PAC ran two ads that appealed on behalf of Democrats generically to counter President Trump’s extreme rhetoric at the campaign’s close and to ensure that voters heard a positive message in support of Democrats. Go Big, Go Early on Digital – Independence USA’s paid media strategy was comprised of an early heavy digital program. After Republicans dramatically outspent Democrats on digital ads in 2016, Bloomberg made the decision to invest heavily in an early digital program aimed at both persuasion and mobilization. He supported the largest digital program to support Democrats this cycle – a $12 million program which included over 5,000 creative variations. 1 Go Big, Go Late on TV – Independence USA spent $45M on television in the last two weeks, much of it in very expensive markets, thus freeing up partner resources to focus elsewhere. In God We Trust, Everyone Else Bring Data – Data played an important role in Independence USA’s spending this cycle. Polling, modeling, ad testing, digital performance data and qualitative research informed both messaging and targeting. In addition, data and lessons learned that were gathered from the digital program informed television strategy. House: o Bloomberg’s PAC, Independence USA, is actively involved in 24 races: o California 25 (Katie Hill v. Rep. Steve Knight) o California 48 (Harley Rouda v. Rep. Dana Rohrabacher) o California 49 (Mike Levin v. Diane Harkey) o Colorado 06 (Jason Crow v. Rep. Mike Coffman) o Florida 06 (Nancy Soderberg v. Michael Waltz) o Florida 27 (Donna Shalala v. Maria Salazar) o Georgia 06 (Lucy McBath v. Karen Handel) o Georgia 07 (Carolyn Bourdeaux v. Rep. Rob Woodall) o Illinois 14 (Underwood v. Rep. Randy Hultgren) o Kansas 03 (Sharice Davids v. Rep. Kevin Yoder) o Michigan 08 (Elissa Slotkin v. Rep. Mike Bishop) o Michigan 11 (Haley Stevens v. Lena Epstein) o Minnesota 02 (Angie Craig v. Rep. Jason Lewis) o Minnesota 03 (Dean Phillips v. Rep. Erik Paulsen) o Nevada 04 (Steven Horsford v. Cresent Hardy) o New Jersey 11 (Mikie Sherrill v. Jay Webber) o Oklahoma 05 (Kendra Horn v. Rep. Steve Russell) o Pennsylvania 06 (Chrissy Houlahan v. Greg McCauley) o Texas 07 (Lizzie Pannill Fletcher v. Rep. John Culberson) o Texas 32 (Colin Allred v. Pete Sessions) o Virginia 02 (Elaine Luria v. Rep. Scott Taylor) o Virginia 10 (Jennifer Wexton v. Rep. Barbara Comstock) o Washington 03 (Carolyn Long v. Rep. Jamie Herrera Beutler) o Washington 08 (Kim Schrier v. Dino Rossi) 1. Senate o $20M to Senate Majority PAC 2. Gubernatorial races o Particularly in Florida, Georgia, Iowa, Michigan, and Nevada  Bloomberg has campaigned with gubernatorial candidates in Florida, Michigan and Nevada 3. National o Including supporting partners working on key issues – women, guns, environment o Everytown for Gun Safety 2 o o o o o Planned Parenthood EMILY’s List League of Conservation Voters Priorities USA Vote Vets o Get out the vote and persuasion efforts  Partnered with Jodie Foster on “Because it Matters” campaign  “National Economy” TV and digital spots  “Higher Purpose” TV and digital spots Bloomberg’s travel o 8/10 Atlanta, GA o 9/14 Seattle, WA o 9/15-16 Las Vegas, NV o 9/20 Camden, NJ o 10/5-7 Southern Florida o 10/13 Nashua, NH o 10/15 Bergen County, NJ o 10/18 Columbia, SC o 10/21 Pennsylvania (Pittsburgh, Delaware County, King of Prussia) o 10/28-29 Detroit, MI o 10/29 St. Paul, MN o 11/3 Honolulu, HI To learn more, please visit independenceusapac.org/Campaigns/2018-elections/. 3