Subject: RE: Draft Message Box
From: Christina Reynolds <[email-masked]>
To: Robby Mook <[email-masked]>, John Podesta <[email-masked]>
Cc: Dan Schwerin <[email-masked]>, Oren Shur <[email-masked]>, Jennifer Palmieri <[email-masked]>, Jake Sullivan <[email-masked]>, Kristina Schake <[email-masked]>, Teddy Goff <[email-masked]>
Date: Sun, 5 Jul 2015 23:21:29 -0400

Is this final? Once we feel good about it, we’ll redo the bio/accomps and
general surrogate TPs to reflect this a little more.

Also, given the RNC’s announcement that they’ll go after her record as
Secretary of State this week, do we want to consider beefing that up in the
record section?

*From:* Robby Mook [mailto:[email-masked]]
*Sent:* Friday, July 3, 2015 7:09 PM
*To:* John Podesta
*Cc:* Dan Schwerin; Oren Shur; Jennifer Palmieri; Christina Reynolds; Jake
Sullivan; Kristina Schake; Teddy Goff
*Subject:* Re: Draft Message Box

This is definitely primary...and specifically IA and NH since we don't have
other polling.

On Jul 3, 2015, at 6:35 PM, John Podesta <[email-masked]> wrote:

This may be an Iowa Nh doc but if broader shouldn't we have AA Latinos in
the strength box.

On Friday, July 3, 2015, Dan Schwerin <[email-masked]> wrote:

Here are some more edits. See how I tried to deal with "knocked down,"
going back to a theme from announcement speech that we'd kinda neglected

On Fri, Jul 3, 2015 at 5:58 PM, Robby Mook <[email-masked]
<javascript:_e(%7B%7D,'cvml',[email-masked]');>> wrote:

All very helpful thanks.

1 and 2 make sense.

Agree on NH being counties and CDs--not MM.

I agree on "getting knocked down".  I want it but should it be part of
accomplishments for the reason you explained?

On Jul 3, 2015, at 5:48 PM, Oren Shur <[email-masked]
<javascript:_e(%7B%7D,'cvml',[email-masked]');>> wrote:

Sorry – ignore last email, refer to this one (cleaned two little things
up):

1.       In terms of the media markets in NH, it’s difficult to say (since
80-ish% is Boston market), but more of our targets live in CD1 than CD2
(and that’s different than the population distribution).  Would make sense
to focus there on population centers, Rockingham Co, etc.  Ideologically, a
bigger percentage of undecideds are moderate (45%) than liberal (36%) –
room for growth there, particularly with moderate men.  Also younger women
as target.

For IOWA, based on recent survey, should be Cedar Rapids media market and
that entire Central-East region (Waterloo east to Dubuque, down south to
Davenport and Iowa City).  These are labor-heavy areas where we have room
to grow – labor rallies could be a natural type of event in this region.
(Of course we’ll confirm this and know more with modeling).  And confirmed
with Anzo that the demos we laid out as targets are correct by him.

2.       On the section about the phases and themes, think we should label
them consistent with the “get ahead” broader thematic?  Also, I know I’m
kind of a broken record here – but I’d suggest making the contrast message
a key part of the thematic phases you lay out – (or maybe that’s inferred?)

3.       In the message box, under Values, you highlighted “get knocked
down” and mentioned it seemed a bit random – but I think there are several
ways she weaves it in nicely: when she joined the President’s cabinet after
defeating her, when she fought for children’s health care after the bigger
battle didn’t succeed. (Channeling implicitly the toughness that voters
associate with her for her tenacity and resilience in dealing with more
personal matters … and the fact that she’s back at it, running for
president again …) So I’d suggest leaving it. channels toughness and badass.

*From:* Robby Mook [mailto:[email-masked]
<javascript:_e(%7B%7D,'cvml',[email-masked]');>]
*Sent:* Friday, July 3, 2015 4:25 PM
*To:* Jennifer Palmieri
*Cc:* John Podesta; Dan Schwerin; Christina Reynolds; Jake Sullivan;
Kristina Schake; Oren Shur; Teddy Goff
*Subject:* Re: Draft Message Box

Ok, I did a few things:

1. On the message box, I did some formatting to tighten it.  Some of it was
reading like a list of things, rather than a framework.  I highlighted
where I did anything significant.  Dan, please make sure I didn't de-HRC
the language.  I also added a little language at the top of each section to
show how it related to the central box.

2. I added this into the larger document (and have attached as a PDF for
people who may have issues with the formatting).  Oren, can you run the
targeting by anzo again?

3. I added a theory on how we can have a "rudder" for scheduling.
Essentially, we break the schedule up into phases that are anchored by
policy, but we we deliberately design to reinforce character traits.  I'm
not married to it at all, but this is the sort of framework I'm hoping we
can finalize next weekend.

Can folks give a look...if we're good, we ship it off.

On Fri, Jul 3, 2015 at 12:35 PM, Jennifer Palmieri <
[email-masked]
<javascript:_e(%7B%7D,'cvml',[email-masked]');>> wrote:

Hey - you know what this sounds like??

Hillary Clinton!

So exciting!

I would put "clean" before "energy" and add climate to one of the
challenges we could harness American power to combat.

Sent from my iPhone

On Jul 3, 2015, at 11:47 AM, John Podesta <[email-masked]
<javascript:_e(%7B%7D,'cvml',[email-masked]');>> wrote:

Add clean before energy? Is that enough on climate?

On Friday, July 3, 2015, Dan Schwerin <[email-masked]
<javascript:_e(%7B%7D,'cvml',[email-masked]');>> wrote:

Here's a revised message box based on our discussion last night.

On Thu, Jul 2, 2015 at 5:37 PM, Kate Offerdahl <
[email-masked]
<javascript:_e(%7B%7D,'cvml',[email-masked]');>> wrote:

Dear all,

Attached is the draft message box to discuss on the 7pm call.

Many thanks!
Kate