Subject: RE: Signage
From: David Binder <[email-masked]>
To: Kristina Schake <[email-masked]>, Navin Nayak <[email-masked]>, Teddy Goff <[email-masked]>
Cc: Rich Davis <[email-masked]>, Mandy Grunwald <[email-masked]>, John Podesta <[email-masked]>, Robby Mook <[email-masked]>, "Margolis, Jim" <[email-masked]>, Joel Benenson <[email-masked]>, David Dixon <[email-masked]>, Jennifer Palmieri <[email-masked]>, Alex Hornbrook <[email-masked]>, John Anzalone <[email-masked]>
Date: Tue, 29 Dec 2015 15:48:12 -0800

And I like the first of the two of Navin’s as well.  I thought Safe America, Strong Economy worked when we showed it to groups, tieing together priorities with our strengths.

From: Kristina Schake [mailto:[email-masked]]
Sent: Tuesday, December 29, 2015 6:43 PM
To: Navin Nayak <[email-masked]>; Teddy Goff <[email-masked]>
Cc: Rich Davis <[email-masked]>; Mandy Grunwald <[email-masked]>; John Podesta <[email-masked]>; Robby Mook <[email-masked]>; Margolis, Jim <[email-masked]>; David Binder <[email-masked]>; Joel Benenson <[email-masked]>; David Dixon <[email-masked]>; Jennifer Palmieri <[email-masked]>; Alex Hornbrook <[email-masked]>; John Anzalone <[email-masked]>
Subject: Re: Signage

+ Teddy.  Robby's take is that if we don't feel strongly about anything new as we group we should stick with what we have.  Speak now or forever hold your peace.  Thoughts on what Navin suggested?

On Tue, Dec 29, 2015 at 6:13 PM, Navin Nayak <[email-masked]<mailto:[email-masked]>> wrote:
a couple of ideas that are less about her and more to her vision and implicitly try to get at the stakes:

Safe America, Strong Economy

Securing the Future

On Tue, Dec 29, 2015 at 5:48 PM, Kristina Schake <[email-masked]<mailto:[email-masked]>> wrote:
Thanks Rich.  We have to finalize it tonight if we are going to have new signage in January.  If you have ideas please send.

On Tue, Dec 29, 2015 at 5:45 PM, Rich Davis <[email-masked]<mailto:[email-masked]>> wrote:
I’m still mulling/experimenting with how to do “stakes” in abbreviated form.  I worry these two, while on-message, lack the galvanizing urgency required for the endgame (especially versus a “Join the Revolution” pitch happening on the other side).  We have message to communicate, stakes to raise, and urgency to convey.  In a perfect world, this endgame slogan would help our side with the emotive contrasts likely to evolve between now and February – Fresh v. Stale, Electric v. Static, Exciting v. Ho-Hum, etc.  Anyway, still scribbling in the hopes something like that might emerge…

From: Kristina Schake [mailto:[email-masked]<mailto:[email-masked]>]
Sent: Tuesday, December 29, 2015 5:36 PM
To: Mandy Grunwald <[email-masked]<mailto:[email-masked]>>; John Podesta <[email-masked]<mailto:[email-masked]>>; Robby Mook <[email-masked]<mailto:[email-masked]>>
Cc: Margolis, Jim <[email-masked]<mailto:[email-masked]>>; David Binder <[email-masked]<mailto:[email-masked]>>; Joel Benenson <[email-masked]<mailto:[email-masked]>>; Navin Nayak <[email-masked]<mailto:[email-masked]>>; Rich Davis <[email-masked]<mailto:[email-masked]>>; David Dixon <[email-masked]<mailto:[email-masked]>>; Jennifer Palmieri <[email-masked]<mailto:[email-masked]>>; Alex Hornbrook <[email-masked]<mailto:[email-masked]>>; John Anzalone <[email-masked]<mailto:[email-masked]>>
Subject: Re: Signage

Ran these by John who asked if either of these would work.  Copying John and Robby in.

Results
Progressive who gets things done (too long but is there a way to capture that)

On Tue, Dec 29, 2015 at 4:40 PM, Mandy Grunwald <[email-masked]<mailto:[email-masked]>> wrote:
I'm for anything without "fight"...anything in our zone, not Sanders.

Mandy Grunwald
Grunwald Communications
202 973-9400<tel:202%20973-9400>

On Dec 29, 2015, at 3:22 PM, Margolis, Jim <[email-masked]<mailto:[email-masked]>> wrote:
I'll think about stakes... But Making a difference is really a yawner.
Wouldn't change to that

Jim Margolis
Sent from my iPhone.
Please excuse typos.

On Dec 29, 2015, at 3:01 PM, Kristina Schake <[email-masked]<mailto:[email-masked]>> wrote:
I ran it by Robby who said he likes it but thinks if we are going to change our branding his strong preference would be to hit on our most important message imperative about the stakes.   I'm not sure how we do that in a tagline.  He asked if this group could you think about that.  If we cannot hit on that do people have strong feelings about changing to Making a Difference for You, or stick with what we have?  We don't have to change, but felt that Fighting for You wasn't right anymore and we wanted to signal a change for the closing stretch.

On Tue, Dec 29, 2015 at 2:50 PM, Mandy Grunwald <[email-masked]<mailto:[email-masked]>> wrote:

Just talking to Joel.  We throw out there:

MAKING A DIFFERENCE.

or

MAKING A DIFFERENCE FOR YOU.
Mandy Grunwald
Grunwald Communications
202 973-9400<tel:202%20973-9400>

-----Original Message-----
From: David Binder <[email-masked]<mailto:[email-masked]>>
To: Kristina Schake <[email-masked]<mailto:[email-masked]>>
Cc: Joel Benenson <[email-masked]<mailto:[email-masked]>>; Jim Margolis <[email-masked]<mailto:[email-masked]>>; Mandy Grunwald <[email-masked]<mailto:[email-masked]>>; Navin Nayak <[email-masked]<mailto:[email-masked]>>; rich <[email-masked]<mailto:[email-masked]>>; David <[email-masked]<mailto:[email-masked]>>; Jennifer Palmieri <[email-masked]<mailto:[email-masked]>>; Alex Hornbrook <[email-masked]<mailto:[email-masked]>>; John Anzalone <[email-masked]<mailto:[email-masked]>>
Sent: Tue, Dec 29, 2015 2:26 pm
Subject: Re: Signage
One other option to throw out there:  Getting it done for you.

Sent from mobile device

On Dec 29, 2015, at 11:14 AM, Kristina Schake <[email-masked]<mailto:[email-masked]>> wrote:
Any other feedback on this.  Binder was more in favor of the first one - Our fights, are her fights.  Any other input?

On Tue, Dec 29, 2015 at 1:14 PM, Joel Benenson <[email-masked]<mailto:[email-masked]>> wrote:
I like Jim's changes

Sent from my iPhone

On Dec 29, 2015, at 11:07 AM, Margolis, Jim <[email-masked]<mailto:[email-masked]>> wrote:
I’m also for the two Joel picked out.
For signage, though, it should be
Our fights, are her fights
and
She’s got what it takes or Hillary’s got what it takes

From: Joel Benenson <[email-masked]<mailto:[email-masked]>>
Date: Tuesday, December 29, 2015 at 12:55 PM
To: Kristina Schake <[email-masked]<mailto:[email-masked]>>
Cc: Mandy Grunwald <[email-masked]<mailto:[email-masked]>>, GMMB GMMB <[email-masked]<mailto:[email-masked]>>, Navin Nayak <[email-masked]<mailto:[email-masked]>>, Rich Davis <[email-masked]<mailto:[email-masked]>>, David Dixon <[email-masked]<mailto:[email-masked]>>, Jennifer Palmieri <[email-masked]<mailto:[email-masked]>>, Alex Hornbrook <[email-masked]<mailto:[email-masked]>>, John Anzalone <[email-masked]<mailto:[email-masked]>>, David Binder <[email-masked]<mailto:[email-masked]>>
Subject: Re: Signage

Several options.  As you know I have never liked "It's your time"

Your fights are her fights

Getting it Done
Gets the job done
Has what it takes
She's got what it takes

My two favorites and I think we can use both:

Your fights are her fights

She's got what it takes

These both go to her strengths and are completely on our message.

Joel

Sent from my iPhone

On Dec 29, 2015, at 7:59 AM, Kristina Schake <[email-masked]<mailto:[email-masked]>> wrote:
We have been talking internally about changing our events signs in January to better reflect the latest research and signal a change to our closing argument.  Right now we are using Fighting for Us.  The only two other suggestions we have here are Join the Fight and It's Your Time​ to put the focus on voters, but realize neither really captures our message.

If we are going to change the signs we need to finalize the new language by cob today to start production.  I thought we would start this conversation and brainstorming via email, but if we want to get on the phone at some point today too that works.

First, do you think we should change?  Second, ideas on what the new sign should say?  Once we have your input we'll loop in Robby, John and Huma to make a final decision.  Thanks.

--

Kristina Schake | Communications
Hillary for America

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Hillary for America

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Kristina Schake | Communications
Hillary for America

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Kristina Schake | Communications
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Kristina Schake | Communications
Hillary for America

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Kristina Schake | Communications
Hillary for America

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