Subject: RE: Background TPs - Dorothy
From: David Binder <[email-masked]>
To: "Margolis, Jim" <[email-masked]>, Oren Shur <[email-masked]>, Jennifer Palmieri <[email-masked]>, Robby Mook <[email-masked]>, Brian Fallon <[email-masked]>, Christina Reynolds <[email-masked]>, Mandy Grunwald <[email-masked]>, Joel Benenson <[email-masked]>, John Anzalone <[email-masked]>, John Podesta <[email-masked]>, Tony Carrk <[email-masked]>
Cc: "Kaye, Anson" <[email-masked]>, "Rimel, John" <[email-masked]>
Date: Sun, 2 Aug 2015 08:46:31 -0700

Just recalling reaction to the ad tests in the groups, we found voters responding positively to three types of information on HRC:  background/motivation, accomplishments, and the fight for you moving forward.   The first two laid the foundation for voters to belief in the third.  Pre-releasing the first two together may have more impact than a consecutive release.

From: Margolis, Jim [mailto:[email-masked]]
Sent: Saturday, August 01, 2015 7:19 PM
To: Oren Shur; Jennifer Palmieri; Robby Mook; Brian Fallon; Christina Reynolds; Mandy Grunwald; Joel Benenson; David Binder; John Anzalone; John Podesta; Tony Carrk
Cc: Kaye, Anson; Rimel, John
Subject: RE: Background TPs - Dorothy

You all do it the way you want, but i think we're missing something just pre-releasing Dorothy.  That's an important piece of her story, but what SHE did -- the fights of her life -- are equally important.  I would give them both spots and fill in the broader story.  1.  Her mom's struggle and it's impact on her/how it shaped her.  2.  Here's what she's done, a lifelong commitment to children, families, etc.
________________________________
From: Oren Shur [[email-masked]]
Sent: Saturday, August 01, 2015 6:59 PM
To: Jennifer Palmieri; Robby Mook; Brian Fallon; Christina Reynolds; Mandy Grunwald; Margolis, Jim; Joel Benenson; David Binder; John Anzalone; John Podesta; Tony Carrk
Cc: Kaye, Anson; Rimel, John
Subject: Background TPs - Dorothy
Team – I’ll let the press staff elaborate, but the current plan is to give Dorothy to some select IA and NH news outlets tomorrow evening.  Once those stories run, the campaign will confirm the spot to the Beltway press and then release them both Dorothy and Families Strong on Monday am.  Did I get that right press team?

Here are some draft background points – just for Dorothy – will need a new batch for Sunday am, but please weigh in with thoughts edits?

Internal Talking Points – Ad Launch “Dorothy”
For Sunday, Aug 2 2015

•         This week, the Clinton campaign will begin taking its case directly to the people of Iowa and New Hampshire with its first TV ad of the campaign.

•         The .60 second ad, titled, “Dorothy”, features Hillary Clinton talking about the woman who motivated her to dedicate her life to fighting for everyday families – and that’s her mother Dorothy.  Hillary’s mom had a very difficult childhood, but she taught Hillary that it’s not about what life throws at you – it’s about what you do with it.  Hillary has always been a champion for people who got knocked down but refused to get knocked out.

•         We felt it was important to begin communicating directly to voters in August because it’s likely to be the last time that the airwaves in Iowa and New Hampshire aren’t totally cluttered with ads by Republican candidates and their Super PACs.  It’s a unique window for Hillary Clinton to cut through and take her message to voters.

•         The ad will air in Iowa and New Hampshire and tomorrow (Monday), we’ll be placing a six-figure buy in each state.   (If asked: In Iowa, it will air in Cedar Rapids and Des Moines. In NH, it will air on WMUR in Manchester, Boston cable TV and in the Burlington market).
Are you airing TV ads because of bad poll numbers?

Since day one, this campaign has been about taking Hillary’s message of being a fighter for families directly to the people of Iowa/New Hampshire.  And because the Republican Super PACs haven’t totally clogged the airwaves yet, we believe this is a good time for that message to cut through. Plus, the latest round of polling – both in the primary and the general – showed HRC to be in very strong position, leading all Republican candidates.
Is this a soft touchy feely ad designed to deal with her trust deficit?

Everyday families in America know they can count on Hillary Clinton to fight for them, and this ad is about taking that message directly to the people of Iowa/New Hampshire.
How long will the ad air for?

We’re not going to comment on the length of the buy or the strategy of future ad buys.
This ad clearly seems to be targeting women – is that true?
This ad is about Hillary Clinton’s values and why she dedicated her life to fighting for families. And when Hillary talks about her mother on the campaign trail, the men in the crowds are nodding their heads right along with the women. It’s about fighting for families – and getting back up again after you’ve been knocked down.
How much are you spending?

It’s a six-figure buy and covers the largest media markets in both states.

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