Memorandum

To: Candidate Smith

From: Mr. Phone Myint (Consultant)
Date: Feb 15, 2015
Re: Get Ready for 2016 election
In the 2012 presidential election, president won the campaign and elected as
a president because he was trying to think about the basic requirement of
the fundamental people. He knew that United States economy required to
build up and re-improvement but he did not only focus on the economic
improvement. Both President Obama and Mitt Romney are trying to make US
economic increase. When Mitt Romney focusing about the economic
improvement, however, Obama is trying to make progress not only about the
economic but also caring other areas of country such as Education, Medicare,
technology, infrastructures and human rights. And I think one of the reason
why President get succeed in election was he made the fair decision of
caring the country economy as well as in others areas political strategy.
Therefore, I would suggest Mr. Smith to focus on all the areas of country,
especially to the basic requirement of the fundamental people such as
medical care. Again while campaigning about the election make sure to
measure every single thing, use the testing strategy, also use behavioral
targeting to increase engagement and use an untraditional marketing
strategy. I analyzed and compared the 2012 election of President Obama and
Mitt Romney Campaign below.

Analysis of Media Campaign

In the commercial, there are some texts that the commercial producers
make the brief text explaining about the campaigns . Both of President
Obama and Mitt Romney give the information about the United Stated
Economy and all of their information is very important but unfortunately
we cannot use both of their ideas at a time. The difference between these
two men ideas make people to think about the final decision to become a
president because both of the ideas are pretty much effective to public.
As most of the advertisements of Obama Campaign are combination of
his presidential speech as well as attached with a very motivated slow and
rhyme background song at the beginning and get stronger and stronger at
the end, which stimulate people to active more and more during the video.
All of these speeches generally give the ideas of imposing more tax on
wealthiest American and reinvestment in the economy. In the Campaign
video Obama usually going around the public places and warmly welcome
the people in those area for getting the experience about the civilian life and
letting the people know of what he wants to do in the next election. Most of
the media campaign usually tell about the United State economy of how

President Obama trying to make it to progress again. The purpose of the

Campaign generally is give the idea of Obama trying to make redistribution
of tax and wealth by imposing the high tax rates in high-income earners and
provide to the areas like education, research and high-teach manufacturing.
He believed that all of these could help to become an economic super power.
All of this information is indeed to change for the United States economy and
standing as very strength in the world.
In the social media campaign for Mitt Romney, the producer used
different kinds of styles in his campaigning videos. Different styles of style
tasted different stimulations, ideas and different kinds of motivations to
people. One of the prominent things Mitt Romney Campaign is there is a
broadcaster giving the information about the Mitt Romney. As well as
President Obama did, Mitt Romney going around the journey for campaign
and giving the presidential speech to the civilians who is actively welcome to
the Mitt Romney. Again in the campaign of Mitt Romney, he mainly discussed
about the United States economy with different version with President
Obama. He explained the fact that why small business cannot run in the
United Stated area because of overwhelming by the big companies.
Therefore, he wanted to change that action of small business coming around
and pointed out about the small business going again to create new jobs and
hiring the people for new job opportunities. He also added some of
information about North American Energy independence by 2020, freedom
for the religious and changing cultural violence. Most of the Mitt Romney
Campaign mainly gave the information about economic problem of United
States, which telling that United States needs someone, president, who can
save the US economic crisis.
I think all the campaign videos are very effective in persuading people
because all the campaign videos can give very clear information about why
people should choose Obama or Romney as a president of United Stated and
it also can give the very concise message of what candidates willing to do if
he is elected in second election.
Analysis Statistic of 2-swing State
In the 2012 election, President Obama won the 7 states out 9
states but for the Mitt Romney he was voted by the rest 2 states. I analyzed
the Nevada and Virginia state of their Political Structure, including income,
education, Ethnicity/Race and Age and Gender.
For the Nevada state, the medium house holds income is $52,8000
while Virginia state medium income is $63,907 per year. The percent below
the poverty line is 15% in Nevada but only 11.3% in Virginia. 84.6% of the
population is Secondary and post secondary graduate in Nevada State and
87.5% IN Virginia State.
The ethnicity or race is derived into two groups, one race ethnic and
two or more races. In one race ethnic, the majority of the population is white,
71.4% in Nevada and 69.6% in Virginia, Black and African American

population is 8.2% in Nevada and 19.4% in Virginia, American India and

Alaska Native is 1.1% in Nevada and 0.3% in Virginia, Asian percent is 7.4%
in Nevada and 5.7% in Virginia, Native Hawaiian and other pacific islander is
0.6% in Nevada and 0.1% in Virginia and some other races are 7.3% in
Nevada and 2.2% in Virginia for total. However, in two or more races
including 0.8% of white and African American in Nevada and 0.9% in Virginia,
0.5% for white and American India and Alaska Native in Nevada and 0.4% in
Virginia, 1% for white and Asian in Nevada and 0.8% in Virginia, and 0.1% for
Black or African American and American India and Alaska Native fro both
Nevada and Virginia State. The Hispanic or Latino is 26.9% in Nevada and
8.1% in Virginia and not Hispanic or Latino is 73.1% in Nevada and 91.9% in
Virginia for the population.
The total population is 2730066 in Nevada State and 21% are between
the age of 20-34, 27.8% between the ages of 35-54, 16.4% for 55-69, and
8.1% for 70 and older. However, the total population is 8100653 in Nevada
State and 20.9% are between the age of 20-34, 28.5% between the ages of
35-54, 16.3% for 55-69, and 8.4% for 70 and older.
Summary of Obama and Romney Campaign
Political advertises are now able to access from the online media
through the social networks. According to the daily download President
Obama spent $47 million dollar on digital campaign, twitter, YouTube,
Facebook and so on, however, Romney campaign spent only $4.7 million
dollar, which mean Obama spent 10 as much as on social Media as Romney.
Obama social media Campaign has started to use since 2008 election, and
since then President Obama spent $16 million dollar on that 2008 election.
However, he increased to $ 47 millions in 2012. Therefore, we can say that
Obama utilized the Social Media Campaign strategy very effectively. Romney
also did the social media campaign as well as Obama did. However, some of
the volunteer singed out when the media campaign was crushed. This is the
big unfortunate result for Mitt Romney for losing the election. This showing
that social media have been played very important roll while campaigning
because all the information are shared over and over again finally reaching
to people.

Worked Cited
Barak Obama, Lets Finish What we Started- OFA. YouTube. Nov 6. 2012.
Feb 15, 2015. https://www.youtube.com/watch?v=0YdWgWkW_bU
Barak Obama, Restoring Fairness To Our Tax System. YouTube. Jan 6.2013
Feb 15, 2015. https://www.youtube.com/watch?v=gNDE25a_OF8
Mitt Romney, The Promise of American. YouTube. Nov 4. 2012
Feb 15, 2015. https://www.youtube.com/watch?v=jBxPv8C58dg
Mitt Romney, 5 Reasons To Vote For Mitt Romney. YouTube. May 30. 2012
Feb 15,2015. https://www.youtube.com/watch?v=jBxPv8C58dg
U.S Census Bureau, American Factfinder, Age and Sex areas, Education
areas, poverty areas,
Race and Hispanic areas, income areas, 2009-2013, Community
Survey 5-year Estimate, Feb 15, 2015.
http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml