Subject: Re: 3314 Mark Test Results FIN
From: Cheryl Mills <[email-masked]>
To: Robby Mook <[email-masked]>
Cc: John Podesta <[email-masked]>
Date: Tue, 24 Feb 2015 13:43:47 -0500

i was trying to figure out what the objective benchmark was that one tries
to be higher than - do we have that kind of data on how bho's tested or
what the normal brand benchmark test is as starting point?

cdm

On Tue, Feb 24, 2015 at 1:16 PM, Robby Mook <[email-masked]> wrote:

> It's a bit confusing...the chart shows the percentage of people who gave a
> high score (6 or 7).  So for example, 60% gave a 6 or 7 on “keep the
> country moving forward”.  Does that answer the question?
> One that worries me, for example, is only 50% are saying that for "makes
> me feel more positively".  These are dems, so you'd hope it would be
> higher.
> Like I said, it's fine, but I think we should give one last crack at other
> options.
>
> On Tue, Feb 24, 2015 at 12:58 PM, Cheryl Mills <[email-masked]>
> wrote:
>
>>  Yes – what I thought was weird is that the numbers were high but the
>> description was not so I couldn’t figure that out.
>>
>>
>>
>> cdm
>>
>>
>>
>> *From:* Robby Mook [mailto:[email-masked]]
>> *Sent:* Tuesday, February 24, 2015 12:58 PM
>> *To:* Cheryl Mills
>> *Cc:* Cheryl Mills; John Podesta
>> *Subject:* Re: 3314 Mark Test Results FIN
>>
>>
>>
>> From the Benenson memo:
>>
>>
>>
>> ➢ That said, the mark doesn’t wow these voters. For an audience of core
>> supporters, the enthusiasm is somewhat muted and we don’t appear to be
>> generating the excitement or a sense of a fresh, new candidacy we had hoped
>> for.
>>
>> ✓ Based on our experience, we would expect the mark to achieve a 20- to
>> 25-point higher top-two box (NET 6-7) response on attributes, given that
>> this audience is already on our side, and wanting to cheer HRC on.
>>
>>
>>
>> ➢ The bottom line is that we believe the mark will be a safe, relatively
>> risk-free choice. It’s unlikely to be a source of discontent or ridicule,
>> but by the same token it is unlikely to inspire a strong, enthusiastic
>> response.
>>
>>
>>
>>
>> On Feb 24, 2015, at 12:43 PM, Cheryl Mills <[email-masked]>
>> wrote:
>>
>>  What was the excitement deficit?
>>
>>
>>
>> The summary of testing I saw looked pretty good
>>
>>
>>
>> cdm
>>
>>
>>
>> On Tue, Feb 24, 2015 at 11:43 AM, Robby Mook <[email-masked]>
>> wrote:
>>
>> Madame Secretary, Cheryl, John,
>>
>> As I've discussed with some of you separately, we felt like we needed to
>> get some other options on the table before choosing a final mark.  I feel
>> very confident that the one we have from Pentagram is a very safe and will
>> do the work we need, but the testing showed an enthusiasm deficit. We also
>> felt generally in our guts that it didn't have the "wow" factor we want.
>> To be clear, we may never find a "wow" option, which is why we shouldn't
>> feel that the Pentagram option is sub-par.  That said, we decided we owe
>> ourselves some other options and are going to task three other firms with
>> getting us some new designs over the next few days.  If we see something we
>> like, we can choose to test it against the Pentagram mark or just move
>> forward.
>>
>> I spoke with Wendy about this plan this morning and doesn't think it's
>> the right way to go, but was willing to proceed.  I wanted to flag this in
>> case she reaches out.
>>
>> She and Teddy will be supervising the incoming creative from the other
>> firms.  She is also going to drill down with Benenson on the data we
>> received since she thinks there needs to be further context on the
>> enthusiasm measure.
>>
>> So--that's the plan!  Let me know if you have any questions or want to
>> discuss.
>>
>> Thanks,
>>
>> Robby
>>
>>
>>
>> ---------- Forwarded message ----------
>> From: *Katie Connolly* <[email-masked]>
>> Date: Mon, Feb 23, 2015 at 8:07 PM
>> Subject: 3314 Mark Test Results FIN
>> To: Robby Mook <[email-masked]>, Jim Margolis <
>> [email-masked]>, Mandy Grunwald <[email-masked]>, "Teddy Goff (
>> [email-masked])" <[email-masked]>, "[email-masked]" <
>> [email-masked]>
>> Cc: Joel Benenson <[email-masked]>
>>
>>   Evening all,
>>
>>
>>
>> Please find attached a memo outlining the results of the mark test. Let
>> us know if you have any questions. Joel is on a flight for the next few
>> hours, but I’ll do my best to answer them.
>>
>>
>>
>> Thanks,
>>
>> Katie
>>
>>
>>
>>
>>
>>
>>
>>
>>
>> *Katie Connolly*
>>
>> Vice President
>>
>>
>>
>> *Benenson Strategy Group*
>>
>> 1901 Pennsylvania Ave | 10th Floor
>>
>> Washington DC, 20006
>>
>> O: 202-688-1771
>>
>> C: 202-299-4599
>>
>> *www.bsgco.com <http://www.bsgco.com/>*
>>
>>
>>
>> **
>>
>>
>>
>>
>>
>>
>>
>>
>>
>>
>