Memorandum

To: Smith Campaign

From: Perla Ocampo Campaign Consultant
Date: September 28, 2016
Re: Analysis and Recommendations for Campaign
I will be giving you my professional recommendation for the Smith Campaign, based on my
research and data analysis of the 2012 Presidential Election between Barack Obama and Mitt
Romney. If candidate Smith wishes to be successful, he needs to run a similar campaign to now
President Barack Obama and take a few tips out of his book. First know your people, the new
generations of voters, know what they are looking for in a candidate and meet them on their
grounds. Speak to them using their language and get them involved in the issues. You need to
know what demographic and social class the majority of your voters fall under and find ways to
help them and build them up. You also want to focus in on your swing states and try to persuade
them to your side these states can be the final decision in an election.
Advantages of Digital Media
According to my research in the 2012 election President Obama ran his campaign with a
different approach and focused on digital media he spent $47 million on media campaigning this
was 10 times more than his opponent Mitt Romney who only spent $7 million. Having most of
his efforts focused on the people that matter and reaching them in places where they spend most
of their time like Twitter, Facebook, Web blogs and other social media outlet allowed him to
reach the new generation of voters faster than his opponent. According to digital post poll done
on Obama and Romney, it shows that Obamas campaign posted and showed more videos and
tweets than Romneys.
Romney

Obama

Facebook

34

27

You Tube

10 videos

21 videos

Twitter

16

404

Website Blog Shows

55

106

Commercial Breakdown
After viewing and analyzing the campaign commercials from both of the presidential Candidates
its easy to see where Romney went wrong. First of all, he focused his effort on the rich upper
class citizens and undecided swing voters. No matter how much money these groups may have
they still dont make up the majority of the population. He made a big mistake by canceling PBS
and Sesame St. a show that half the country grew up watching and is educational. This shows the
American voter that you dont care for the young and their education. He also went after another
group of people that make up 47% percentage of voters and that is the people on welfare and

disability. He spoke of canceling welfare and making those who wanted it to go out and earn it.
Now you are talking about taking away someone sole source of income, thats obviously not
going to go over well. After reviewing and reading all the campaign strategies he was doing was
he campaigning to lose on purpose.
Now on the other side of the campaign trail Barack Obama new exactly were to focus his
campaigning at, he directed his sites on the young voters of America and spoke to them in a
language they would understand. He knew exactly what topics to speak about for the different
areas and demographics he visited. He spoke about helping the middle class and, increase more
jobs for the people. He appealed to the families of are men and woman who are severing in the
military for their country and spoke of ending the war and bring them home. He touched base on
topics that would affect people all over like student affairs, environmental affairs, gay and
lesbian rights and poverty levels. He knew what areas to hit in order to get the majority vote.
These States Can Go Either Way
An important vote to sway are the swing states. These states can be the final say if you win or
lose an election. Most swing states have a very diverse racial background. Most states have
Caucasian as the primary race then African Americans, Hispanics and Asians. Now you take a
swing state like Florida who has 45% of their population above the Median Household Income
level which leaves the other 55% in the middle class or below it. Do you really think these
people are going to vote for a man who has threaten to take away their welfare or disability? No
they are going to vote for the candidate that is trying to help them, one that understands there
needs and show it.
Demographic Positions
After reviewing my research of the different demographics in Florida, and Virginia the
percentage of the population below the poverty level or in the middle class are very similar to
peoples political position. About 86% of the African American community are democrats, 52%
of the Caucasian community is Republican and 64% of the Hispanic community are democrats.
This basically tells us that the majority of the democratic party live in the class or below the
poverty level. So for future election a good area to focus your campaign strategies would be on
ethnic groups around the middle class and below.
It is my recommendation that if Candidate Smith would like to win his election he would half to
think outside the box like President Obama use new technology to connect with new generation
of voters. Go beyond your comfort zone and go to the ghetto and slums and meet with the
people and address their concerns in the community. Meet with students and work on getting rid
of student debts. Focus a lot of your time on the middle and lower class because that is where the
majority of the American citizens live. You also half to work on getting your word out there,
find out what the new technology or social media crazy is and cover it with add campaigns that
will get everyone interested in what you half to say. One more big source of votes is societies
outcast these are the people of the gay and lesbian community, environmentalist group, and
women liberal groups these people are loyal to those candidates who show they care and
understand them and they are very good at getting the word out.

CitedWork

Florida:Demographics.OfficeofEconomic&Demographic.ONLINE.2012Available:
http://edr.state.fl.us/Content/presentations/populationdemographics/DemographicOverview_4
2011.pdf
AmericaFactFinder.Florida.ONLINE.2012.CensusBureau.Available:
http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml
AmericaFactFinder.Virginia.ONLINE.2012.CensusBureau.Available:
http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml
Stemberg,John."WhyRepublicansLost:AnalysisandLessonsfromthe2012Presidential
Election."FloridaFamilyPolicyCouncil.November29,2012.http://flfamily.org/news/why
republicanslostanalysisandlessonsfromthe2012presidentialelection/.