Subject: Re: Tempo
From: [email-masked]
To: [email-masked]
Cc: [email-masked]
Date: Thu, 31 Dec 2015 17:50:17 -0500

John:
 
Following up yesterday's phone conversation, here is a short summary of my recommendations:
 
1.  Of course, the campaign understands the process of realignment once the initial division into preference groups take place.  Because it is unlikely that O'Malley will be viable in many precincts, you will want their delegates to move to Clinton.  This means during debates or at other opportunities, the candidate should be nice to him.  It also means on caucus night, Clinton supporters should be nice to O'Malley delegates.  As you mentioned, this does not mean that if he throws elbows, fire can't be returned.  But the better his supporters feel about Clinton, the more opportunity there is to increase the percentage of Clinton delegates.
 
2.  Start planning now for how you want the Iowa result be to written.  The winning percentage is not as important as how the press writes about it.  I used the example of the press creating Gary Hart, even though he received only 16% of the vote in the 1984 process.  Keep in mind that is really a four person race, the three candidates plus those who decide to go undecided.  Obviously, without giving away the expectation of victory, there is only going to be (assuming a medium showing) 85% to 90% of the delegates who are going to be choosing a candidate among the three.  Perception of the result here may be more important than reality of the final numbers.
 
3.  I didn't mention in our phone conversation, but I would like to see a greater emphasis on income inequality, but I will defer to your polling data on that issue as well as the amount of media buys.  My impression is that you are at an adequate level, but if the internals tell you otherwise, so be it.  Personally, I feel that for a while in December, Sanders was having a bit of a gain, but I  feel that tide has risen as high as it is going.
 
4.  Most importantly, I want serious consideration be given to your last add.
 
As I explained, most candidates, as expected, praise us for our interest, our knowledge, the importance and the meaning of the process, some even tell us we are better looking than those in Minnesota (but, hell, we know that) but no one ever thanks us.  One of the remarkable attributes of the Clinton campaign this time, as opposed to the last one, is how well she had blended in with us.  She seems more comfortable with us, less regal and someone we wouldn't mind having as a neighbor.  This is what, when the undertaking started, she promised to do and she has done it.
 
The ad should be simply shots of her in Iowa (or even of Iowa without her), red barns, corn fields, college campus, main street square of a small courthouse town, and her walking in a parade, sitting in coffee shop, talking in a living room and the Secretary should say, " I have talked with and listened to you in your cafes, your living rooms, even at your kitchen tables.  You have shared your hopes and dreams, your worries, sadly, a tragedy or two.
 
"Because of your kindness and generosity, I think I am a better person, a better candidate and I believe I will be a better President because part of you will always be with me.  But as I leave, I want to say one thing:  Thank you, thank you Iowa."
 
I suggest this from an Iowa perspective because there are people here who participate because they honestly believe they have a role in selecting the next President.  A few even think that they and their work elected President Carter.  Whether mistaken or not, their effort should be acknowledged.
 
Some cautionary notes:  Make sure the pictures are from Iowa, a few campaigns have made the mistake of just grabbing farm footage from another state.  Iowans know the difference.  Secondly,  remember, though, that Iowa is more than farms (in fact most farmers will be going to the Republican caucus).  The tone should be conversational, like someone thanking a neighbor for shoveling the walk or bringing in the groceries.   Lastly, use close to the language I have used.  It needs to sound Iowan.
 
5.  If you decide to use the ad, let me know, find a spot somewhere with a significant crowd a couple of days before it runs and I will introduce her and lay the ground work for it.  This is not a request, but an offer you can freely refuse.
 
John, I don't mean to be a mother-in-law telling you where to set the silverware for super.  I am available if needed, but otherwise, thanks for considering my thoughts.
 
 Dave