Barack Obama Campaign

8/7/2019 Barack Obama Campaign

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Change will not come if we wait for some other person or someother time. WE are the ones weve been waiting for.

WE are the change that we seek.


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Maria B C (61) Amrita Marwah (62) Jai Patel()

Saurabh Pundir () Smitha V (97) Upasana D (112)


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Organised effort which seeks to influence the decisionmaking process within a specific group.Message is what ideas the candidate wants to sharewith the voters and are repeated frequently to create alasting impression.Pre-campaign: Finance, Organisation (Team)Techniques: Ads, Media, Rallies, Modern Technology,Direct Mail, Endorsements, MerchandisingPost-campaign: Evaluation, Feedback, Constantconnection with the masses


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Black Immigrant fatherCountry where racism isrampantHussein

MuslimPerceived as professorial

Lacked experienceCommand of policy?Unexamined pastStrong opponent


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CharismaPortrayed candidacy as amovementAgent of ChangeChanged his style to

inspirationalGifted Orator

Strong teamNatural LeaderSkilled NetworkerAmbitious5-minute video: Man on the

Street


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Brought in Christopher Hughes, creator of Facebook onto his campaignBuilt 70 mn-strong network of bloggers, fundraisers,

volunteers through online channelsIntensive market researchDevelopment of logo, slogan, brochures, message


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Voter registration

Builddatabase to

engagevoters

Attractvolunteers

Develop agrass roots

network

HighTouch, High

Tech(Kotlersmantra)

EnhanceBrand

Hope &Change

Driveguaranteed

returns

number of leads,timing

Increasedonation

Be cost-

effective


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Hybrid segmentationDemographic

Age, Race, Gender, Ethnicity, Religion, Marital Status,Urban vs Rural, Level of Income, ProfessionalsGeographic

State-wise

BehavioralVoters vs Non-voters First timers, Apathetic,Supporters, Opposition, Undecided


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>13 mn e-mail addressesInfo cards at rallies

Website registration byusers7,000 different messagesfor specific targeting

Sent 1 bn e-mails attracted donations

Varying technologicalchannels based upondemographicsRecruited volunteersthrough data so collectedCookie tracking to send

personalised political ads


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Micro

targeting Multiple

touchpoints

Reachedout to all

communities

Offline Perfectly

choreographedspectacles

Retailoutlets

Online Organise

locally Talk to

voters Find events Raise funds Social

networkingsites

MobilePhone

VideoGames


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Moderate or liberal

Message : student loans

Media Commercial time on VH1, MTV Mobile ads Vote Early, ChaCha Facebook, MySpace, Twitter Virtual billboards in 9 different video games


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Black voters through the web:Community Connect

BlackPlanet members inspecific locales

Ads get people to take action

Asians, Jewish community, Gaycommunity


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Customised online ad

for residents of

differentstates

Tailoredmessageson news

sites

Register to Vote

Use of localmedia:Centro,

Cox


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3.0 million contributors6.5 million online donations93% less than $100$80 Average online donation$500 million raised online


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Small donors are likely torepeatedly give over longperiod@ Events: targeted youngsupporters who texted insmall donationsAppealed to impulse andlowered donor barrierConspicuous calls fordonation through website,email, social networking sites,widgets


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Built online support base by forming communityGarnered support from industry pharma,entertainment, health care, internet

Merchandising


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Barack Obama John McCain

Marketing messages Hope, Change we can believe in Country first, The original maverick

Offline marketing channels TV, radio, print (including candidates books),direct mail TV, radio, print (including candidates books),direct mail

Online marketing channels E-mail, display, organic and paid search, in-gameadvertising, mobile, social media

E-mail, display, organic and paid search, socialmedia

Budget $150 million in Sept 2008 alone $ 84 million (public funds)

Marketing strategies Energize young voters; spread optimism andhope; emphasize McCains similarities to Bush

Energize the right wing; attack Obamasweaknesses; emphasize experience and military

service


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InfluencerIdentificationResearch &Outreach

Brand Teams&

FanPrograms

Conversational &

Buzz Tracking

Natural Seeding &Social MediaOptimization

Strategic Social MediaPlanning & Buying

CommunityBuilding &

Product PeerGroups

Social Channels&

Viral Widgets

Paid Seeding & SocialMedia Advertising


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Allows users to join groups, connect with other users, planevents, raise money, write own blogs and volunteer. Basic tools

for grassroots organizing at your fingertips!

DIY Citizenship

Event Finder Phone Banking Tool


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Search The Obamacampaign spent $3.5million on Googlesearch in October2008 alone.

Yahoo collected$673,000 during thesame month.


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A million people signed up for Obama's text-messaging programme

On the night Obama accepted the Democraticnomination at Invesco Field in Denver, more than

30,000 phones among the crowd of 75,000 wereused to text in to join the program Supporters on average received 5 to 20 text

messages per month, depending on where theylived -- the program was divided by states, regions,

zip codes and colleges and what kind of messagesthey had opted to receive. On Election Day, every voter who'd signed up for

alerts in battleground states got at least 3 textmessages


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For weeks Obama ran in-game ads in 18 games such as Burnout Paradise forthe Xbox 360 across 10 battleground states. The Obama campaign paid Massive

Incorporated $44,465.78 for online advertising in early October.


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Above all, I will never forget who thisvictory truly belongs to it belongs to

YOU !


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1. Simplicity2. Consistency

3. Relevance4. Integration5. Advertising never started a

movement

6. Powered by the web, notadvertised on it

FightTheSmears.comNegative Campaigning


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We are

the web

Be new, Beold

Catch,dont copy

Spottrends of

tomorrow,

today

Knoweverything

about

everybody

Out of sight is out

of mind

Acquire,Engage,Involve


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one off activities

community building and ongoing eCRM (optional)ongoing activities (i.e. 4 to 6 reports per year)


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Define your goal

Bring the bestminds to thetable

Change the rules

(whenever youcan)

Leverage your customers

passions

Relinquishcontrol

Segment andconnect

Stay ahead of thecurve

Run many smallcampaigns

Onlinecommunity musttranslate into real

world wins

Focus on the endgame


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The road ahead will be long. Our climb will be steep. We may not getthere in one year or even one term, but America I have never been morehopeful than I am tonight that we will get there. I promise you we as a

people will get there.


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Barack Obama Campaign

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