TO: Smith Felix, Presidential Candidate

FROM: John Rick Leonora, Campaign Consultant

DATE: March 26, 2017

SUBJECT: Analysis of the 2012 Presidential Election

From the analysis of the 2012 Presidential Election, there were specific demographics that
Obama and Romney targeted to win their vote. Obama chose a specific demographic, which
resulted for many Americans to cast their vote to him and he was able to get re-elected as the
president of the United States. Obama also used other forms of communication in order to get
their votes, specifically social medias (Twitter) and campaign advertisement. The specific
demographic Obama chose for his campaign was the lower and middle class families. Within
that area of demographic, minorities were also present, in which Obama was able to get their
votes also. By establishing a good foundations in this area we will be able to get their vote and
possibly be able to win in the 2016 Presidential Election.

Demographics in Swing States

Colorado and Ohio

In Colorado and Ohio, it is better to campaign towards families that are middle and lower class
families. The population within this demographic is greater compared to the upper class families.
By adding both the middle and lower class families, they make up about 61.8 percent[1] and 70.4
percent[2], respectively, of the total population in Colorado and Ohio. With that said, by
campaigning on that demographic it will help the campaign dramatically due to the large
population of people in that area. In the book Struggle for Democracy by Greenberg states that
low- and moderate- income people have identified much more strongly with Democrats than
with Republican. People in union households have long favored the Democrats and continue to
do so. In 2012, 58 percent of them voted for Barack Obama.[3] Since Colorado and Ohio have a
bigger population of lower and middle class families, it is wise to campaign to them and make
sure that we are addressing the things that want. In return, they will vote for us and possibly win
the state because of their support. By advocating the things that they need, such as support from
medical insurance, education, and creating jobs, they will definitely support our campaign and
give their votes to us. Instead of focusing on minorities, family income will be the better target
for the campaign because it can cover all the population within that state.

Obamas campaign advertisement

During the campaign period in 2012 Presidential Election, Obama used both campaign
advertisement (TV) to appeal for his supporters and also to many Americans who will vote. In
one of Obamas campaign advertisement it portrays him working along with the community. It
shows that he serves the people. In addition, the video shows many middle class workers, which
can be interpreted that middle class workers, or families in general, supports him and advocates
his campaign.[4] The theme of video was light and it can catch the attention of many people,
especially for families who are in middle or low classes. Obama also points out in the video what
his goals if he gets reelected to the position; he acknowledged the fact that it can be difficult in
obtaining some goals, but he encouraged everyone that with their help, they will be able to make
some changes in America. With the use of good ambience and great images, the campaign ad
was able to gather a lot of attention of many of his supporters. On the other hand, there was a
video of his campaign ad attacking Mitt Romney. However, this kind of ad is not advisable as it
attacks another person and ruining their image and reputation. Instead, it is better to keep
campaign ads positive, rather than negative, to appeal to the public on what the campaign will be
on and what changes should be done for America to make living here better.

Media campaigns

Social media plays a big role during the election in 2012. In the article 8 Big Social Media
Takeaways from the 2012 Election Campaign, by Alex Kantrowitz, states the effects of social
medias, such as Twitter, in the election. According to Kantrowitz, Twitter is a big tool to
communicate and able to engage with people around the world.[5] Candidates can state what they
think on a specific issue and spread them to their followers to reach out to those who are not
aware of what is going on during the election. They can also mention the goals they wanted to do
it, if elected, and followers will spread the statement across the pool of people they are with. In
the video Obama Spent 10 Times as Much on Social Media as Romney proves how social
media, like Twitter, can easily affect the presidential election. Obama spent $47 million on social
media campaigns, ten times more than Romney ($4.7 million).[6] Since Twitter is a wide stream
form of social media, Obama was able to to gather more supporters as he engaged around people
on things such as tweeting about changes that needs to be made and issues that needs to be
addressed. Just by engaging in the community, even though not physically, it appeals to many
Americans that their voices are being heard and someone is listening to them and willing to make
changes to accommodate their needs.
 Bibliography
[4]
BarackObamadotcom. YouTube. November 04, 2012. Accessed March 26, 2017.
https://www.youtube.com/watch?v=7eeQuTwWv-M
[1]
Data Access and Dissemination Systems (DADS). "American FactFinder - Results."
American FactFinder - Results. October 05, 2010. Accessed March 26, 2017.
https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF.
[2]
Data Access and Dissemination Systems (DADS). "American FactFinder - Community
Facts."American FactFinder - Results. October 05, 2010. Accessed March 26, 2017.
https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml.
[3]
Greenberg, Edward S., and Benjamin I. Page. The Struggle For Democracy. Pearson.
[5]
Kantrowitz, Alex. "8 Big Social Media Takeaways from the 2012 Election Campaign."
MediaShift. November 01, 2012. Accessed March 18, 2017. http://mediashift.org/2012/11/8-big-
social-media-takeaways-from-the-2012-election-campaign306/.
[6]
PBS NewsHour. Obama Spent 10 Times as Much on Social Media. PBS NewsHour,
5:55. Aired November 16, 2012. http://www.pbs.org/video/2305745720/