1. John McCain 90 Day Strategy

2. The Day After Kerry Got the Nomination The RNC and the Bush campaign spent a combined total of 85 million in 18 states on radio and TV ads attacking Kerry over 90 days. New York Times, 6/20/04

3. Messaging on Kerry: Weird, Waffling, and Weak Liberal Flip-Flopper Weak on Defense

4. We hope to spend 39 million over 90 days. After McCain Gets the Nomination

5. Same as Bush No Econ, All Iraq Special Interests Messaging on McCain: Not Who He Says He Is

6. John McCain is the Same as Bush… “I don’t think Americans are concerned If we’re [in Iraq] for 100 years or 1,000 years or 10,000 years.” John McCain on Face the Nation, 1/6/08 “We’ve got to make these tax cuts permanent.” John McCain on Meet The Press, 1/27/08 “’The issue of economics is not something I’ve understood as well as I should,’ McCain said. ‘I’ve got Greenspan’s book.’” Boston Globe, 12/18/07

7. “Honest. Does what he says. Real change, smaller government. Less taxes. Fix social security.” David D., Las Vegas, NV, 2/7/08 Here’s what they said in focus groups: “He speaks with great credibility. When he speaks, you do not doubt his word. You might not agree with him, but you know its from the heart.” Man, Cincinnati, OH, 2/6/08 “Hero. Years of service to the nation. Will work with Democrats. Not too far right. Strong on security.” Becky L., Las Vegas, NV, 2/7/08 “Stands up for what he strongly believes in. Not too far right. Not blindly religious. Military man but also compassionate.” David H., Las Vegas, NV, 2/7/08 …But the Public Likes McCain.

8. Now, I am going to read you another list of words and phrases which people use to describe political figures. For each word or phrase, please tell me whether it describes Republican John McCain very well, well, not too well, or not well at all. Positive Attributes Negative Attributes Battleground Survey fielded February 13-19, 2007 – Greenberg, Quinlan, and Rosner 1,202 likely voters in ten battleground states: CO, FL, IA, MO, NV, NH, NM, OH, VA, WI People Like John McCain in Polls

9. Our Strategy Define McCain with connection to Bush. Set a narrative for McCain’s character and policies. Keep the GOP on the defensive. Keep Bush on the ballot for this election. Maintain control of frame for war in Iraq.

10. Layered Media Surround voters with reinforcing communications. Broadcas t Cable Radio Print Internet Phones

11. Web-Testing TV Ads We recruited 1,600 people… …to watch our ads on the internet… …and tell us what they thought. Each ad had 200 “first views” and was watched a total of 600 times. We analyzed the degree of agreement and persuasion viewers reported for each ad. Web-testing has been used since 2004 and is now on the cutting edge of survey research.

12. Our “McSame” Ad Really Worked. Our ads performed better than ads tested in 2004 and 2006. Most ads shifted viewers’ perception of McCain to the negative. “McSame” and the two ads featuring an Iraq War Veteran, Rose Forrest, were especially persuasive.

13. Testing our Ads in a Media Market On the Air in Erie, Pennsylvania We identified Erie, PA, as a target media market… …we ran cable, TV, radio, and internet ads, and made phone calls… …we polled people in Erie.… …then we polled Erie again to see the effect our ads had on people.

14. 90 Days in Ohio Targeted Systems Cleveland Columbus Charleston Lima Parkersburg Toledo Youngstown Zanesville

15. 90 Days in New Mexico Targeted Systems Albuquerque El Paso (cable/radio) Amarillo (cable/radio)

16. 90 Days in Colorado Targeted Systems Denver Colorado Springs Grand Junction

17. 90 Days in Wisconsin Targeted Systems Milwaukee Madison La Crosse Green Bay Wausau

18. 90 Days in Iowa Targeted Systems Des Moines Cedar Rapids Sioux City

19. 90 Days in Minnesota Targeted Systems Minneapolis Rochester

20. 90 Days in Nevada Targeted Systems Las Vegas Reno

21. Sample State Media Spending Four Initial Targets—One Week StateBroadcast TVCableRadioInternetState Total Ohio$468,601$299,286$13,463$5,500$783,850 Wisconsin$296,400$116,172$42,833$4,500$457,905 New Mexico$113,540$75,342$22,013$3,500$213,395 Colorado$300,777$94,865$73,228$5,250$471,370 Total$1,179,318$585,666$151,536$18,750$1,926,520

22. Total Spending over 90 Days State90 Day Total Ohio$9,406,200 Wisconsin$5,494,860 New Mexico$2,560,740 Colorado$5,656,440 Nevada$5,494,860 Iowa$5,656,440 Minnesota$2,091,000 Earned Media Campaign $2,672,000 Total$38,754,395

23. Links to Ads "McSame as Bush" http://www.vimeo.com/715457 http://www.vimeo.com/715457 "Rose-Priorities" http://www.vimeo.com/715388 http://www.vimeo.com/715388 "Photocopy" http://www.vimeo.com/715407 http://www.vimeo.com/715407 "Dating" http://www.vimeo.com/715367 http://www.vimeo.com/715367 "Recession" http://www.vimeo.com/715452 http://www.vimeo.com/715452 Password: 2008win