Memo

To: Candidate Smith

From: Campaign Consultant Kevin, Bautista
Date: April 17, 2016
Subject: Analysis of the 2012 Presidential Election

Mr. Smith,

Due to extensive research, as a Campaign Consultant I would like to inform you on what made
President Obama so successful in the 2012 Presidential Election over Romney's campaign in
addition, to inform you a comparison between Obama and Romney Media campaigns and
showing you a research on the demographics/ Political structure of 2 swing states based on North
Carolina and Nevada states. Through my Campaign research and analysis of the 2012
Presidential Election I want to help your campaign on some information I've gathered to increase
the chances that would help have the upper hand on your 2016 Presidential campaign.
One problem I foresee for the 2016 Presidential election is to determine what is the best method
of promoting your campaign. Although television speech is very educational and effective to the
people equally important, television/ internet ads and social media are the key arguments in
which I am trying to convince you to utilize it into your 2016 campaign for the purpose of an
increase in votes and getting your name out to the states quicker and effectively increasing the
attention towards your Smith Campaign. I believe with my research of the 2012 Presidential
Election, social media could have a dramatic impact to your 2016 Presidential election and can
also be a huge disadvantage if you don't utilize it in your campaign.
In this memo to you Smith, I will lead you through my research I've extensively gathered. First I
am going to walk you through my analysis on Obama and Romney Campaign ad videos in which
it shows you how persuasive it can impact your followers. Then some statistics on two swing
states which are North Carolina and Nevada. Finally explaining my summary on Obama's and
Romney's media campaign in an article called "8 Big Social Media Takeaways from the 2012
Election."

In my research on the Obama and Romney campaign ads I've discovered by analyzing the ads, I
can see the differences on how Barrack Obama ads and Romneys ads were presented in addition,
they both targeted the same idea and that is to use simple ads to influence people the agenda they
are promoting for our future. Obama took more of an informative and emotional approach. In the
ads called "Always (2012) and "Determination (Obama, 2012), Obama is using a persuasive
voice but very casual with a voice sounding like he has the answer to the problems and uses
words like "investing" which he claims to do in areas like education, training, roads & bridges,
research, and technology. With a very up lifting rewarding feel in the music tone, he talked about
"it is time for us to rebuild America together" and portraying big text saying the word "Forward."
In the Romney's ads called "Find a Way (Romney for President, Inc, 2012)" and "At Stake
(American Crossroads, 2012)" He uses the approach to use images of Obama in clips where
Obama looks very disappointed and this can influence an attack and influence the people of how
much he failed the first 4 years of Presidency. He uses a famous star like Clint Eastwood to talk
bad about Obama with a music tone in the background sounding like in desperate need for a
better president like Romney and talks about how Romney can make changes faster than Obama.
The tone of music when spoken about Romney changes in pitch to a uplifting sound and can
trick a much influential tone on Romney to change the emotion towards Romney sounding that
he is the way of changes. These tactics are all great in using towards your ads and can change
emotions on people including visuals of where the brain captures a glimpse of rewarding words
in your campaign ads. In my analysis to why Obama took the lead is that In the ads Obama was
more wording he's words towards us as if he was talking to us and Romneys failure was to bash
about Obama and not use the seconds in the ads to explain what he would do to change America
and what are the future plans, instead he used he's seconds or minutes worth of ad to talk bad
about Barrack Obama.
Through my next research, I analyzed the demographics and political structure of two swing
states which is North Carolina and Nevada. North Carolina has a total population of 9,535,483
people living in the state. According to my research, I found that there is 68.5% in White people,
68.5% Black or African American people, and other races are in the low percentages for example
Hispanic or Latino is at 8.4% of the population. This state has a median household income of
$46,693 with a 17.6% percentage below poverty level. The secondary and post secondary
education is 85.4%. The age and gender voting population are 20-34 male 952,954 female
955,212, 35-54 male 1,319,467 female 1,376,330, 55-69 male 285,244 female 315,478, and 70+
male 335,831 female 495,224. The statistics shows that this state is mostly populated by the
ethnicity of White as dominant and Blacks or African American with a less than $50,000
household income. It also shows the most dominant male female voters in the state are ages
between 35-54 following second the younger generation of ages between 20-34 years old in
addition overall ages there are more female voters across the age span. According to the book
"The Struggle for Democracy" by Greenberg page ch.5.4 topic "Gender" talks about in the 2012
election unmarried women increased in being democrats which are more likely to vote on
Democratic candidates. The section states, "Women tend to be more opposed to violence,

whether by criminals or by the state. More women over the years have opposed capital
punishment and the use of military force abroad and favored arms control and peace agreements.
Knowing this Candidate Smith, this shows the state can have more of a democratic vote since
more population of the women in this state are voters and can be a democratic or republican
state.
In Nevada with a total population of 2,700,551 people the median household income is $52,205
with a 15.6% below poverty level. A secondary and post secondary education of 84.9%. This
state is also most dominant of White population with a 66.2%, 8.1 Black or African American,
26.5% Hispanic or Latino and 7.2% Asian as the 4th highest of all other race. In this state age
and gender voting population ages 20-34 male 952,954 female 955,212 35-54, male 1,319,467
female 1,376,330, 55-69 male 755,177 female 813,382, and ages 70+ male 335,831 and female
495,224. This state shows a dominant white state with a household income of over $50,000 a
good education rate and ages 35-54 are the most dominant voters following the younger
generation of ages 20-34 and again showing women are the most dominant voters across all ages.
The recommended action here is to use social media and ads in these states since there is a big
voting population in the younger ages which social media can influence them and get the
message across since they spent more time in social media for 2016. Continue to use video ads
since ages 35-54 also use social media and can also watch ads on television or the internet
because the internet is the generation for 2016 and you can persuade the viewers with the tactics
I mentioned above.
My final researched is my summary on the article "8 Big Social Media Takeaways from the 2012
Election Campaign" the author Alex Kantrowitz, explains not only the face to face is the most
effective core of the election campaign but also how the social media became an important role
in the 2012 election campaign. This article states that "Twitter was the most valuable tool in the
2012 election" because it acts as a "megaphone" that can talk to tens of thousands of people in a
matter of hours." From what I learned about this article is that in large populated states like
North Carolina and Nevada face to face contact may not be effective since there is too many
people living in these states. I recommend using social media and advertising strongly in these
states but to use face to face for the elderly population since that generation did not live the new
generation of social media. Develop a face to face team and immediately have them go only to
the elderly housings.
I know this is a lot of research I've conducted but I am stating to you true research and can
change the Presidential Election to your advantage using the tools I have provided and valuable
information. I will be glad to discuss more on my recommendations in more detail with you and
follow through on any decisions you make. In ending Mr. Smith, your 2016 Presidential
Campaign can have the upper hand using the extensive information I have conducted and am
willing help in other strategies to your campaign Mr. Smith. Thank you for your time.

Attached Sources:
Community Facts. United States Census Bureau. n.d.Web. 5 Apr. 2016.
Community Facts. United States Census Bureau. n.d.Web. 5 Apr. 2016.