1. Mercury Public Affairs 137 Fifth Avenue, 3rd Floor New York, NY 10010 212 681-1380 www.mercurypublicaffairs.com The 2008 U.S. Elections A Very Brief Overview, Eleven Trends

2. The Presidential Election Results States won by Bush in 2004 and lost by McCain Indicated by Raw Vote Totals Obama 69,456,897 McCain 59,934,814

3. How Bad Was It? Republicans lost 8 seats (9 depending on the still undecided race in Minnesota) in the US Senate. Assuming Republicans lose the Minnesota Senate Race the Senate will stand at 60 D’s and 40 R’s. Republicans lost 21 seats in the House of Representatives. Currently there are 255 D’s and 175 R’s. Democrats won seven of eleven races for Governor. After the elections 29 states have Democrat Governors and 21 have Republican Governors.

4. Trend #1 – Declining Republican Base

6. Trend #2 -- Obama is Doing Average (Unless you listen to the Media)

7. Obama is Doing Average (Unless you listen to the Media) Trend #2 --

8. Trend #3 – Until Further Notice: It’s the Economy Stupid!

9. Issue Matrix on Election Day 08 Most Important IssueTotalObamaMcCain Economy63%53%44% Iraq 10%59%39% Terrorism9%13%86% Health care9%73%26% Energy Policy7%50%46% Trend #3 – Until Further Notice: It’s the Economy Stupid!

10. Trend #3 – Until Further Notice: It’s the Economy Stupid!

11. Trend #4 – Obama verses It’s the Economy Stupid!

12. Trend #5 – Cheney verses Obama The President’s Gitmo Problem

13. Candidate Campaign Manager Political Polling Fundraising Advertising Coalitions/ Special Groups Comms Research Trend #6 –- The Internet’s Impact on Organization of Campaigns The Obama Campaign invested resources to fully integrate the Internet across all organizational aspects of their effort.

14. Trend #7 – Evolution of Websites Campaign and party websites in 2008 combine social networking, communications, fund-raising and mobilization into a single platform. Websites continue to evolve as political resource force multipliers allowing campaigns to harness more time, money, people, talent and messaging. The evolution of the internet creates unique challenges for campaigns and political party structures – in 2008 the Obama campaign successful used www.barackobama.com to harness additional political resources.www.barackobama.com

15. Trend #8 – The Power of Online Video YouTube and Online video provided campaigns with opportunities to customize video messages in ways never before possible. Campaigns of all sizes are now able to deliver message in ways not possible in the past. Online video allows campaigns to track opponents, capture gaffes, and drive them out into mainstream media.

16. Trend #8 – The Power of Online Video The Most Watched Ad of the 2008 Cycle Never Ran on TV It was produced over the course of a weekend by an Obama Supporter and distributed via YouTube

17. Trend #9 – Voters as Customers A CRM Approach to Data Data Warehouse Email Lists Website Consumer Data Voter ID Voter File Donors In the 2008 campaign data warehousing allowed campaigns to combine contacts and data as never before to build profiles. The most important tool in Barak Obama’s arsenal was his database. Contacts with voters flowed into the database and then back to voters through additional contacts.

18. Trend #10 – Harnessing Social Networks Presence on social networks allows people to show support to their friends Integration takes advantage of the viral element of social networks to expand support

19. Trend #10 – Harnessing Social Networks MyBO profile Provided a campaign based social network for Obama supporters. Managed and tracked supporter activities Directed offline opportunities like GOTV effort Supporters could take ownership of the campaign.

20. Trend #10 – Harnessing Social Networks Same elements… less effective Cluttered Lack of focus Different set of consumers.

21. Trend #11 –- The Tele-Forum The Tele-Forum was a new and innovative technology that allows candidates and party leaders to contact thousands of people simultaneously via the phone. The technology works like a conference call and after the call provides extensive feed back to the campaign. For an example of the Tele-Forum in action go to: http://clientmanager.broadnet.us/m arketing/Cardinal/Cardinal.html http://clientmanager.broadnet.us/m arketing/Cardinal/Cardinal.html