Memorandum

To: Candidate Smith, Presidential Candidate

From: Axel Wirawan, Campaign Consultant
Date: 3rd March 2016
Re: Advise on the upcoming 2016 Presidential Election

In correlation to the upcoming 2016 Presidential Elections, there are a few factors
that should be taken into account. With the analysis of the 2012 Presidential
Elections, I will be laying out some key points to take note of in getting ready for the
upcoming elections.

Importance of Swing States

Swing states such as Ohio and North Carolina are key states that should be paid close
attention to, instead of Oregon and Alabama, which are Safe States for the Democrats
and Republicans respectively. Swing States should be the main focus as some states
such as Florida have a high number of electoral votes. Speaking of states with electoral
votes, the Census will not affect this coming Presidential Election because the next
upcoming evaluation would be in 2020. However, please do take note of the bigger
states such as California and Texas which holds 55 and 38 electoral votes respectively.
Nonetheless, I shall be focusing on the two Swing States that I feel will be critical in this
upcoming Election Campaign, Ohio and North Carolina.

2012 Presidential Election known to be the Media Campaign

Before analyzing how to approach the Swing States of Ohio and North Carolina, let us
investigate further on the previous Presidential Election. As evident from the countless
advertisements posted online regarding the Campaign in 2012, it is no wonder that it
was known to be the Media Campaign. The clear winner of the two candidates was
obviously Obama and this is because he invested almost ten times more than what
Romney did, with a alarming sum of US$ 47 million. Although the amount of money
invested is important, it is the quality of the advertisement that truly counts, and Obama
had executed this well too. His advertisements engage the audience and makes them
feel more inclusive. By thanking his supporters for supporting him, voters would more
likely vote for him as it shows that he really dedicates to the people. By also including
the vision you have for the country, it gives the audience a better understanding of what
you will be trying to achieve after becoming the leader of United States. Make sure to
include clips and images of your involvement in the community to build trust in the
community, as well as to show people how involved you are. This gives voters
something more to hold on to rather than just the words said during debates and
promises you make. Adding religion and racial based subjects can be dangerous but
critical. By saying the right things, there will be a higher chance of people voting for you
but making one wrong comment would spark controversy and potentially harming your
reputation. America consisting of more Christians than any other religion, it will be the
safest to put in some good words about God if you truly mean them. This is evidently
effective when Obama occasionally put in some remarks of God and praying in the
ending of most of his speeches. Especially with the fact that In God We Trust is
Americas official motto, it would show patriotism and believe in the countrys motto.
This concludes my analysis of the 2012 Presidential Campaign, moving on to the major
factors to approach Swing States, Ohio and North Carolina.

Recommended Approach towards Ohio and North Carolina According to

Statistics

Ohio and North Carolina are relatively small states, but every vote counts. In relation to
the 2012 Campaign, Ohio had voted for the Democrats while North Carolina voted for
the Republicans and I feel that the key factor to attract these two states is the
investment in the media campaign. The population in both states are mostly in the age
range of 35 to 54 and this is the age group that tend to get hooked up to the internet
and relatively involved in the politics of the country. With the median age of 39 years old
and 37 years old for Ohio and North Carolina respectively, it is evident that the
population is rather young. It is an aging population though and it is critical to input a
new healthcare system that would cater the needs for the future of this states. Creating
a new plan or improving the existing Obama Care to reduce the number of people
rather paying for fines than for the plan itself. With North Carolina being quite a
multiracial country, with over 40% being non-white, it is important to be inclusive of the
minority groups while not forgetting the majority. Ohios population mostly consists of
whites, with 80% strong, we must not forget to cater to the interests of these people as
they are pretty much the determining factor of whether we get the states votes or not.

Making families relevant is also a key point to make across to the people. About 65% of
households in Ohio are occupied with families and by creating plans that would benefit
those with families will secure a better chance in winning the votes of those in Ohio.
Furthermore, by improving the education system, whether to make it more affordable or
more accessible, majority will favor it. This is because everyone would want to get a
better future either for their children or themselves. Knowing that the graduation rate for
high school for Ohio and North Carolina are 89% and 85% respectively, only 26% of the
89% and 28.4% out of the 85% achieved a bachelors degree or higher. By making it
more affordable, it would open more doors for opportunities and a better standard of
living in the long run.
 Ohio Population North Carolina Population

5% 12%
12%
20%

68%
83%

White African Americans White African Americans

Others Others

Creating schemes that would cater to the less fortunate would also certainly impact your
campaign. The population that suffers from poverty is 15.8% for Ohio, and 17.4% for
North Carolina, its pretty high considering the population size. Not to mention, the
numbers are only getting higher by the years.

In conclusion, keeping the people relevant and making them feel included in your
schemes for the country will get you votes. By communicating with them through media,
the fastest way to connect with them, you would be able to find out what they prefer in
their leader. Please do let me know if you need my assistance as I look forward to your
perspectives and I hope to be able to get you a step closer into the White House. Thank
you.

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U.S. Census Bureau, Population Areas. 2011-2015 American Community Survey 5-Year
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https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
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https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
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U.S. Census Bureau, Population and Ethnicity Areas. 2010 Census

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[27 March 2017]

U.S. Census Bureau, Income and Poverty Areas. 2010-2014 American Community
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