Memorandum

Dept: PCC analysis team

To: Mr. Smith, Candidate
From: Wenxin Zhang, PCC campaign analyst
Date: Apr 17, 2016
Re: Analyse of the 2012 Presidential election & Recommendation for the 2016 election
This is an memorandum on the analyse of the 2012 Presidential election, and the
recommendations for the 2016 election for candidate Mr. Smith. In this memorandum,
the reason for the success of President Obama winning over candidate Mr. Romney is
analyzed in details. Specifically, we are looking into the media campaign activities in the
2012 election.The analyze of two swing state in 2012 is also included, which is used as
an example for analyze for the coming election activities. The analyze on the states are
based on income, education, ethnicity and Age & gender. Recommended strategy will
also be provided along with the analyse.
To participate and win any presidential election, a rational and detailed analyze on
the statistics of the previous presidential election activities as well as the statistics of
different states are essential. In the the presidential election 2012, president Obama
succeeded in re-election. Analyze on his election experience in 2012 is valuable for the
coming election. The reasons for president Obamas success in 2012 can be concluded
into the following aspects:
President Obama has been insisting the importance of principle of All
men are equal in his campaign commercials. It was stressed that all the people
will have equal opportunities, not differentiating on income, gender or races. In
the commercials, president Obama promised the improvement on the current
system to resolve the issues and challenges Americans are facing. He also
insisted that this system will also be applied to all the people in the United States
without exception.
President Obama has also stressed the importance of the benefits of the
people. He used his political achievements in his first term to prove his abilities to
improve the hospital structure and optimizing the benefits of the people. He
pointed out that although he chosed to perform medical reform brought lots of
criticism, he fought back for the people and resulted in improved medical
protection for the people.
President Obama kept paying attention to different groups of people. His
political actions does not intent to benefit only a small group of the people, but to
improve the living condition of all the people. As an example, he pointed out in
his campaign commercial that he prevented the increase in taxation and reduced
the education cost in his first term, which benefited millions of families.

 President Obama also used his religion to motivate himself and his voters.
This gives power to the audience. In his commercial, he said that an individual
should not just live for himself, but for the other people as well. Just as stated in
the bible, helping others is helping ourselves. This is helping this nation, and the
best way to happiness of the nation. He also showed himself into the crowd and
being with the people, showing his affinity, through showing himself as one of the
normal people instead of the president of the United States. So as to win the trust
of the voters.
As a contrast, candidate Romney showed more attention in economies in
his campaign commercials. The debt of America, the recovery of the economy
and the improve the life of the middle class. He showed less attention to the
solution livelihood issues of the people. This strategy may cause the people of
other classes start worrying about their own benefits being ignored by the
potential leader of the country. It might also cause them to starting about the
potential burden on them in order to protect the benefit of the government.
Romney over stressed the importance of the middle class in his commercials.
This strategy may have caused the reduced votes from other classes.
The moderate political attitude which is shown by candidate Romney, is
also at disadvantage when compared to the courageous and firm found in
president Obama.
In winning the Presidential Election, the swing states are also critical. Spending
more effort winning votes in the populated and well developed states is a recommended
strategy. To achieve this objective, the analyzes and recommendations on the Florida
and Virginia as two swing states in 2012 election are provided.
Florida: The average age in Florida is 41.2[1]. The female population is 420568 more
than the male population[1]. Winning the votes of the female and older voters is
essential. In achieving this goal, the candidate can stress the importance and protection
of female equal job opportunities. It can also be a strategy to propose an improved
maternity leave. As for the 29.9%[1] older voters, improve medical and retirement
system will be expected to win their votes. For the 66.8% middle class[2], the strategy to
reduce the tax on the middle class must be mentioned and stressed. There are also
many other classes in the state and their rights must also be mentioned and protected
in the media campaign.
Virginia: It is a state with the longest history in the United States. It has developed
medical system and education system. Many foreign capitals have their offices here. In
winning this state, we must protect the benefits of the 61% upper middle class[3] .
Lower taxation is recommended. For the 39% lower middle classes[3], job creation
would be more attracting to these voters. 87.9% of the population here have received
high level education.[4] More libraries and support for education will be attractive to
these voters. In this state, female number is much higher than that of male, reaching

149058[5]. The same strategy of female equal job opportunities and improved maternity
leave can apply.
As a conclusion, all details of issues must be considered in the election activities,
instead of paying too much to a certain class of voters. The strategy of the election must
be clear, dealing straight with the current issues that America is facing. Using the social
media is also very important as it is the trend and showed its importance in 2012
election. Participating more in the social media activities, interacting with the audience is
also very important in winning the election.

Reference:
[1] MEDIAN AGE BY SEX 010-2014 American Community Survey 5-Year Estimates
Available: http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
[2] INCOME IN THE PAST 12 MONTHS (IN 2014 INFLATION-ADJUSTED DOLLARS)
2010-2014 American Community Survey 5-Year Estimates. Available:
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF

[3] INCOME IN THE PAST 12 MONTHS (IN 2014 INFLATION-ADJUSTED DOLLARS) 20102014 American Community Survey 5-Year Estimates. Available:
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF

[4] EDUCATIONAL ATTAINMENT 2014 American Community Survey 5-Year Estimates

Available: http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
[5] MEDIAN AGE BY SEX 2010-2014 American Community Survey 5-Year Estimates
Available: http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF