Memorandum

To: Candidate Smith

From: Zhen Chen, Campaign Consultant
Date: February 15th, 2015
Re: 2016 Presidential Elections Campaign Recommendations
Dear Candidate Smith,
I am writing to congratulate your participation in 2016 Presidential election of the United
States of America. As your campaign consultant, I have written an analysis of the 2012
presidential election of both Barack Obama and Mitt Romney. I will be comparing both of the
2012 presidential candidates, Obama and Romneys media campaigns, effectiveness of campaign
videos and the statistical analysis of demographics and political structure of two swing states
Florida and Colorado. In this complete analysis, information provided would show what makes
Barack Obama so successful and why this memo should be taken into serious consideration to
develop a strong campaign strategy.
Section 1. Persuasive campaign videos
A. Spread out accomplishments
I.

Through campaign videos, Barack Obama and Mitt Romney have created some
campaign videos to promote their accomplishments during their political lives. For
Barack Obama, he talked about his accomplishments like Affordable Care Act
during his first presidency that influenced the United States of America. Therefore,
voters will have strong impression over Barack Obamas accomplishments, which
were bringing hope and change for them.

II.

In the Barack Obamas campaign video Go, it clearly shows the change of
economy during his presidency that the video shows from gray and dark to colorful
images. The video clearly shows the change of the United States of America, which
changes peoples lives and getting better and better. It is important to shows
changes in the videos with color and sound changes. The commercial was very
effective since viewers will see the changes of the economy after President Obama
takes the oath through the colorful images and rational sounds. Therefore, voters
will believe on his presidency and better future.

B. Reliable and credible messages

The purpose of campaign videos is promoting policy mission and promises to voters. It is
important to create effective campaign videos to attract more voters to believe you are a
reliable and credible president for the United States of America. In one of the President
Obama campaign videos The Choice, soft and bright background music shows his
confidence and friendly to Americans. He was acting like a regular people closely to us
just like our family and friends.

Section 2: Importance of swing states

Based on the statistics of swings states for Florida and Colorado, it is essential to give certain
policy to gain the confidence from voters. The advices are the following:
A. Gaining voters in the swing states, Florida
I.

Provide financial support and educational opportunities

In Florida, there are 86.1% of high school graduate or higher but only 26.5% of
Bachelors degree. It is important to provide financial aid and college programs for
people who needed higher education.

II.

Provide community recreation programs and community involvement

In Florida, there is only about 17% of African American; it is essential to provide
community services for minority groups to let them get involved into the community.
Thus, we cannot ignore the power of minority groups in the state of white majority.

B. Gaining voters in the swing states, Colorado

I.

Appropriate taxation policies

In Colorado, the average household income is higher than many states. For marriedcouple families, the average income is $68,025 and $56,738 for regular families. It is
essential not to raise the income tax too much on the family but appropriate level to
provide a better health care plan and savings.

II.

Better Immigration and moving policies

In Colorado, the majority population of whites has 87.1% and only small amount of
minority in the community. It is important to provide a better immigration and
moving policies from in and out of states to give a diverse community.

Section 3. Web Presence On Social Media

Considering the success of Barack Obamas presidential campaign have had, there was no doubt
that the social media plays a major role to spread word, gather support and get people engaged.
Barack Obama is the first U.S. President to use Twitter and Facebook to promote his presidential
reelection campaign. He then won by twice a majority of the popular votes over Mitt Romney
with 51%. During the 2012 presidential election, Barack Obama spent 10 times more than Mitt
Romney on social media. There was a huge gap between both candidates on social expenses with
10 to 1 ratio in their presidential campaigns. Through the social networking sites like Facebook
and Twitter, voters have expressed their political interests online instead of keeping them private.

According to the Daily Download, Barack Obama has spent $47 million on digital media but
only $4.7 million for Mitt Romney. Social media plays a huge role in people daily lives. It is the
new era for American people and will change the trend of presidential campaign. Likewise, Mitt
Romney did not spent much on social media and lost a lot of voters. The social media
encourages voters family and friends to vote for their preferred president candidates. It is a
strong tool to promote politics among the social networking sites.

Works Cited
Greenberg, Edward S., and Benjamin I. Page. "Who Votes?" The Struggle for Democracy. New
York: Longman, 2012.
U.S.BureauoftheCensus.INCOMEINTHEPAST12MONTHS(IN2013INFLATION
ADJUSTEDDOLLARS)20092013AmericanCommunitySurvey5YearEstimates.2013.
AmericanFactFinder.AccessedFebruary8,2015.
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF.
U.S.BureauoftheCensus.POVERTYSTATUSINTHEPAST12MONTHS20092013
AmericanCommunitySurvey5YearEstimates.2013.AmericanFactFinder.AccessedFebruary
8,2015.
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
U.S.BureauoftheCensus.EDUCATIONALATTAINMENT20092013AmericanCommunity
Survey5YearEstimates.2013.AmericanFactFinder.AccessedFebruary8,2015.
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
U.S.BureauoftheCensus.ACSDEMOGRAPHICANDHOUSINGESTIMATES20092013
AmericanCommunitySurvey5YearEstimates.2013.AmericanFactFinder.AccessedFebruary
8,2015.
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
"Watch Now: PBS NewsHour | Obama Spent 10 Times as Much on Social Media as Romney |
PBS Video." PBS Video. November 16, 2012. Accessed February 4, 2015.
http://video.pbs.org/video/2305745720/.