podesta_email_04947.txt

podesta-emails 773 words email

P17 V16 D6 D8 V11

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think this is worth sending to her now On Wed, Mar 9, 2016 at 10:47 AM, Oren Shur <[email protected]> wrote: > Team – > > > > In advance of the 11AM call with HRC, pulling together an email on > recommendations for ad traffic going forward (a summary spreadsheet also > attached of what’s happening now – but doesn’t include next steps, that’s > below). Please let me know if we should include, or cover, more with HRC. > > > > *Basic Strategy: *Fundamentally, in the Midwest states, we must be in a > core economic barriers lane. *Yesterday, we completed an ad-test that > looked at a number of our spots up against his trade ad*. Based on those > results – and what we learned in several nights of focus groups – we > believe we should be making a dual economic argument – going after > corporate greed + a forward-looking vision to create jobs. Our research > also shows that this is the best strategy to inoculate against incoming > attacks on trade. We also need to ensure that we’re informing/mobilizing > our African American and Hispanic base. > > *What that means in terms of creative: * > > > > Ø For the core broadcast/cable buy: > > o In the corporate greed lane, we run a combination of “Valeant” > <https://www.youtube.com/watch?v=JiuprRC4K2Y&feature=youtu.be> and “Johnson > Controls <https://www.youtube.com/watch?v=GIssKIHfUAI&feature=youtu.be>” > – these continue to test very well in every way that we test it. > > o In job creation lane, we recommend bringing in “Forward” -- a > forward-looking jobs spot being finalized this am (current link below) that > was the highest performing in our recent ad-test. After viewers watched > his Trade ad and “Forward”, we saw an increase in our attributes (+10-15), > improved favorability (+5) and we gained traction in the horserace (+4 > swing). > > Forward: https://hfa2016.app.box.com/s/syz3fjgkdq86o59lda09dxcba51fmhie > > o The team is also finalizing a .60 spot – using HRC’s VO from recent > events – focused on economic barriers. This would be a “bigger” spot with > some lift. > > > > Ø African American: > > o Running a unique African American track – “Stand” > <https://www.youtube.com/watch?v=jTuWlHb9LuE&feature=youtu.be> – on AA > heavy programing in St. Louis, Chicago, Cleveland, Cincinnati, Raleigh, > Charlotte and Orlando. > > o AA radio (both Morgan Freeman > <https://soundcloud.com/hillary-clinton-976818877/imagine-hillary-clinton-6/s-IL6Rn> > and Kerry Washington > <https://soundcloud.com/hillary-clinton-976818877/fight-for-us-hillary-clinton-4/s-AQYjE>, > targeted by age) in all major markets. (Note: Bernie is doing no AA radio) > > o GOTV mail dropping to expanded AA target universe > > o Very robust digital mobilization and election education > > o Newspaper ads across all markets > > Ø Hispanic: > > o Running SL TV ad on Univision in Florida markets and in Chicago – > “Valentia” <https://youtu.be/AKMSuTI8XRk> > > o Spanish language radio in Florida, Chicago (Gutierrez > <https://soundcloud.com/hillary-clinton-976818877/pasion-profunda-hillary-clinton-1/s-Voo95>) > and Cleveland > > o Digital education/GOTV in Florida > > o Newspaper ads in Florida and Chicago > > Ø College: We’re running the college debt > <https://www.youtube.com/watch?v=2wDcKPnbgfQ&feature=youtu.be> ad on > cable systems in college towns all across MO/OH/IL > > Ø Using paid media to drive earned media: > > o Tomorrow, the campaign will run the Shonda Rimes/other actresses ad > three times on ABC during primetime in all March 15 markets. The press and > digital teams will be rolling it out in a way to maximize amplification. > > o On Monday, the campaign is working to place a 3-minute “Mothers of > the Movement” <https://app.frame.io/f/0IhDYJLn> ad on in the key > networks. The press team would roll it out on Sunday. > > > > *Spending: * > > Ø We’re outspending or even with Sanders in all of the key March 15 > markets. > > > Ø We’re also running fairly robust AA radio, Sanders is not running any. > > > > > > > > > > > > > > > > > >