Re: Fwd: Email 1 of 2 (BACKGROUND FOR JP)

From:john.podesta@gmail.com To: cheryl.mills@gmail.com Date: 2014-12-12 18:07 Subject: Re: Fwd: Email 1 of 2 (BACKGROUND FOR JP)

Are we meeting her Sunday am? On Dec 12, 2014 6:20 AM, "Cheryl Mills" <cheryl.mills@gmail.com> wrote: > John > > Below were Wendy's thoughts on the polling list memo Robby prepared. > > In particularly in asking her how she would do branding, I asked if she > could ride any polling that was done by team - she asked the nature of that > polling before she could opine and I shared his polling list memo ($2.1M) > one. > > cdm > > Begin forwarded message: > > *From:* Wendy Clark <hellowendyclark@me.com> > *Date:* December 9, 2014 at 11:53:21 AM EST > *To:* Cheryl Mills <cheryl.mills@gmail.com> > *Subject:* *Email 1 of 2* > > Cheryl, > > I wanted to give you immediate reaction to the polling and research > materials you sent yesterday. > > --------- > > At a high-level, I believe the plan that Robby has outlined is robust and > appropriate to an ongoing polling approach. Additionally, I believe it can > have utility from a brand positioning and tracking perspective. I see the > quantitative polling piece as an ongoing tracker that will allow us to > understand results on key imagery metrics that will inform ongoing work. > > That said, there are particular aspects I have questions around. > > 1. While I believe in the mix of online and telephone surveying, I > question how representative the home phone population are to our necessary > target reach. Additionally, we should think hard about polling calls to > mobile phones, not sure how socially acceptable that is. As a point of > reference, Coke's continuous tracking survey fielded 365 days a year is all > handled online. As a point of input I have asked a friend at AT&T for home > phone penetration and attrition numbers so we can better consider. > > 2. I think the ongoing online discussion boards are a great idea. I have > this in place and use it often with a firm called Communispace -- I had > mentioned this when we spoke. I'd be interested in understanding the > recommended firm for this and having a dialog around the methodology. > > 3. For the qualitative groups, I would really like to engage/lead these, > the methodology, the desired outcomes, the firm that would lead, etc. These > will be material to brand positioning and there's a great opportunity to > not duplicate efforts. > > 4. I'd also seek involvement in the engagement of an analytics firm. The > materials indicate Blue Labs. I'm familiar with Bluefin Labs which is an > exceptional analytics firm. Not sure if this is the same. More broadly, > among our analytics deliverables we should be able to tie the movement in > key attributes/imagery to likelihood to vote. This is a key need of the > analytics model which can then be tracked continuously through the polling. > > 5. I recognize that sub groupings will follow this initial push out. That > said, understanding multicultural voters -- unacculturated, acculturated > and bi-cultural Hispanics, African Americans and multicultural Millennials > as a starting point -- will be important. Also other clusters are certain > to materialize -- women/Moms, community activists, youth/millennial, etc. > We will want this understanding post exploratory to truly inform > actions/content once a campaign is underway. > > 6. The media consultant at GMMB appears to be an earned media expert (vs > paid). Would want to confirm this. I am familiar with GMMB with my work > with the American Beverage Association, they've done a good job there. On > paid media I would want to leverage a general market media firm. > > 7. On the handful of mentions RE branding and design (website, etc) I > agree with the input -- eg branding's role. That said we'll want to lift > the role of branding to overarch all decisions and outputs under the > moniker of Everything Communicates. So being on-brand will be critical and > a starting point for everything we do and execute. > > 8. On the production of any materials logo/mark, exploratory or > announcement videos, website development and all associated content, I > would want to lead these aspects. I believe the exploratory materials will > be judged as the equivalent of announcement materials. They must set the > tone, create momentum, be shareworthy... I could keep going. They're really > important. $45k for videos is a bit tight in my mind, but again, we can be > creative on this. > > 9. A final thought on research and measurement. As a basis we need to be > asking all of these questions against "the ideal leader" and then in > reference to our candidate. The qualitative learning on the ideal candidate > and our candidate starting point informs the ongoing imagery that the > polling would track which informs our messaging and content adjustments in > realtime. > > 10. Ok, I lied, now a real final thought. One area of exploratory research > we need is to understand the role and importance of a movement. Change was > a movement and BO became the leader of that movement. On our discovery we > need to probe for this in terms of what the ideal candidate represents and > the learnings around voters mood, desires, actions wanted, etc. and then > spend time thinking about the packaging of the position and whether it > can/should be a movement. Movements are important and welcomed by > Millennials particularly. There is something for us to truly understand and > potentially leverage in a big way, IF the data supports. This also helps to > deflect the negativity toward her versus the movement. It's an interesting > strategy but again has to be authentically true of her/her agenda. > > I really look forward to engaging directly with Robby. I believe we are > complementary in talent set and can create a win/win approach (and outcome) > together. I like/support his thinking in these documents. > > I owe you email 2 on the communication/cadence for me here that I know > will inform the timing of my meeting with Robby. > > Working on that shortly. > > Thanks. Wendy > > > > >