Subject: Re: make MC mean something again
From: Dan Schwerin <[email-masked]>
To: Joel Benenson <[email-masked]>, David Binder <[email-masked]>, Huma Abedin <[email-masked]>, Robby Mook <[email-masked]>, Jim Margolis <[email-masked]>, Mandy Grunwald <[email-masked]>, Jake Sullivan <[email-masked]>, Jennifer Palmieri <[email-masked]>, Kristina Schake <[email-masked]>, John Anzalone <[email-masked]>, "[email-masked]" <[email-masked]>, Lissa Muscatine <[email-masked]>, Will Gudelunas <[email-masked]>, Katie Connolly <[email-masked]>, John Podesta <john.podest
Date: Wed, 20 May 2015 18:59:49 -0400

Mandy and I edited the "Home Base" language to include a riff on what being
middle class is supposed to mean.  The idea would be to give this to her to
play with in New Hampshire and see if it works any better.  Edits and
suggestions welcome.
Thanks
Dan

On Wed, May 20, 2015 at 5:56 PM, Joel Benenson <[email-masked]> wrote:

>  Just to be sure, I went back over our millenials poll, and while I know
> you saw some reservations in your groups about the phrase, our data (1200
> completes, BG states) pretty conclusively demonstrates that our middle
> class messaging resonates.
>
>
>
> We tested 22 different statements related to the message architecture, and
> three of the top five were focused on the middle class.
>
>
>
> -           “Making sure that as America's economy improves, working and
> middle-class families also see rewards and opportunities increase” – 48%
> very convincing reason to vote for HRC / 82% total convincing (This was the
> best testing message overall.)
>
> -          “Creating opportunities so that working and middle-class
> Americans can get ahead.” – 44% very convincing / 79% total convincing
>
> -          “Making sure that being middle class in America means something
> again.” – 41% very convincing / 77% total convincing
>
>
>
> We also asked “For you personally, does the phrase middle class mostly
> sound like...” and 61% said “what you are happy to be now” and 24% said
> “what you hope to be in the future”. Just 8% said “not something you would
> want to be”.
>
>
>
> Of course we need to fill out the details for what being middle class
> means and we should continue to monitor responses to it in both quant and
> qual, but I see no reason to be nervous about it right now.
>
>
>
> Thanks,
>
> Joel
>
> Joel Benenson
> Benenson Strategy Group
>
> On May 20, 2015, at 4:18 PM, David Binder <[email-masked]> wrote:
>
>   Yes, agree that all research has indicated that people feel middle
> class has lost its meaning, and good that we are now talking about everyday
> Americans rather than middle class Americans.  I’m just suggesting that as
> a focal point for the speech, some voters may already have moved past or
> tuned out the specific term “middle class.”  They just may not think in
> terms of returning to what the middle class used to be.
>
>
>
> But this is just food for thought, and I agree with our end point of
> working to provide everyday Americans with a stable, secure, productive
> future.
>
>
>
>
>
> *From:* Joel Benenson [mailto:[email-masked] <[email-masked]>]
> *Sent:* Wednesday, May 20, 2015 3:55 PM
> *To:* David Binder; Huma Abedin; [email-masked]; Robby Mook; Jim
> Margolis; Mandy Grunwald; Jake Sullivan; Dan Schwerin; Jennifer Palmieri;
> Kristina Schake; John Anzalone; [email-masked]; Lissa
> Muscatine; Will Gudelunas
> *Subject:* RE: make MC mean something again
>
>
>
> David,
>
> I understand the points you’re making.  And we can sure explore more. But
> Middle Class, in all the qual we’ve done also points the much larger
> problem that people feel that middle class has lost its meaning and it’s
> why we should be vigilant about not using the term “middle class” as a
> moniker for all Americans or everyday Americans.  If they’re pain point is
> that being middle class has lost the meaning it once had then that is a
> significant problem to fix, isn’t it?
>
>
>
> *From:* David Binder [mailto:[email-masked] <[email-masked]>]
>
> *Sent:* Wednesday, May 20, 2015 3:38 PM
> *To:* Huma Abedin; [email-masked]; Robby Mook; Joel Benenson;
> Jim Margolis; Mandy Grunwald; Jake Sullivan; Dan Schwerin; Jennifer
> Palmieri; Kristina Schake; John Anzalone; [email-masked]; Lissa
> Muscatine; Will Gudelunas
> *Subject:* make MC mean something again
>
>
>
> Just wanted to share some quick thoughts on reaction to this morning’s
> call, especially with regard to the discussion over “Make the Middle Class
> Mean Something Again.”
>
>
>
> I am in totally agreement with the plan to fill out the phrase with
> specific examples to see if that creates a stronger reaction in the
> discussions that the Secretary is having with voters, activists, and
> donors.  I actually think that will help a lot and will provide us a clear
> answer on whether that phrase should be a focal point of the speech.
>
>
>
> I do have some slight concerns about the phrase from the work that we’ve
> done.  For HRC, we’ve only tested that phrase in the millennial groups we
> did in Iowa, and found some push back.  The Secretary mentioned today in
> the call that the phrase had worked in our polls and focus groups, but
> among the Iowa millennials we talked to, many did not react positively
> because they’ve already decided that middle class is not something they
> strive for, or because they felt the phrase had been overused by
> politicians seeking their vote.  I know this is just the millennials, but
> even in mainstream swing voter groups, we frequently hear that they are
> tiring of hear politicians talk so much about the middle class, as it has
> become trite.   I’m not arguing against its inclusion, because I know the
> quantitative work has found that the phrase works, but did want to point
> out that we have heard some reluctance to the phrase.
>
>
>
> As I’m said I’m all on board for seeing how the phrase plays when we punch
> it up with the details of making middle class mean you have a secure
> retirement, that you can afford to send your kids to college, that you will
> have your health care needs met, that you can go on a vacation, and build a
> little nest egg for your family, etc.     That may make all the
> difference.  But I did want to point out that, at least in some of our
> experience in the qualitative, there has sometimes been more hesitancy than
> enthusiasm for that standalone phrase.
>
>