From: Alexander Gomez
To: Jenna Brayton | Cameron Brenchley | Chelsea Mears | Suzanne Zurn
Date: November 27, 2016
RE: PMGT 6452—Digital Strategy: Digital Persuasion Campaign Plan
The main purpose of this digital persuasion campaign is to continue keeping Senator Bernie Sanders policies relevant among the mainstream population. Sanders ran a campaign that looked to check the power of big banks, lobbyists, and corruption in politics while pushing for socioeconomic reforms that would support the strengthening of the middle class through educational incentives. The targeting of disillusioned or disenfranchised progressive-conservatives in light of their decision to sway the presidential vote in favor of a republican win for presidency is paramount to ensuring a successful persuasion campaign which continuously promotes Sanders’ policy initiatives.
Furthermore, the use of social media, digital media, and television can be used to ensure that a strong ad campaign that accentuates Sanders’ presidential campaign accomplishments as well as his close association with both conservatives and progressives in congress in order to pass legislation conducive to his political platforms will be utilized to keep the Sanders momentum going. Ultimately, the facilitating of a potential 2020 presidential run would be at the background of all attempts to revitalize Sanders policy drives by associating current cooperative attempts to pass congressional legislation with his ability to lead.
Tools and Tactics
A link to a Bernie Sanders site will greatly facilitate the transition of information from one form to another. Whether on television, on the radio, online, or by telephone, a direct communication of this site will allow an audience to research Sanders’ initiatives while allowing a more direct connection to the senator and his legislative goals. Political memes on social media such as Facebook could help to introduce his policies to a broader audience. These memes could specifically coincide with topics associated with his presidential run such as:
|· Minimum Wage Increases||· Health Care Reform|
|· Free College Tuition||· Affordable Housing|
|· Women’s Rights||· Combating Climate Change|
|· Racial Injustice||· Expanding Social Security|
|· LGBT Rights||· Wall Street Reform|
|· Getting Big Money Out of Politics||· How Bernie Pays for His Proposals|
The overall campaign should begin in the spring of 2017 after the Presidential inauguration so as to not tarnish or associate Sanders with the current animosity being felt by a majority of Americans regarding the Donald Trump Presidential win. In doing so, it will allow Sanders to create a fresh start post-presidential –inauguration with policies being outlined that could very well debate, persuade, and debase any current Trump legislative proposals up to that time.
From the Spring of 2017 until the Spring of 2019, digital ad campaigns that compare or juxtapose Sanders initial plans when he was a presidential candidate with those of current President Donald Trump could help to disassociate voters loyal to Trump in 2016 but dissatisfied with Trumps policies leading up to the Presidential race of 2020.
Digital Imagery, Channeling, Persuasion, & Messaging
Consistency will be essential to a successful persuasion campaign so that viewers/voters can find it easy to understand and look back on Sanders’ previous approaches to policies that favor middle class values over elitist corruption. Video of previous speeches, current interviews, current successful legislative effort up to that time and additional collaborative efforts between Republicans and Democrats would help to showcase is ability as a statesman through his diplomatic approach to problem resolution. Furthermore, channeling of dissatisfaction associated with a Trump presidency and messaging geared to the disenfranchised, the marginalized, the ostracized, and the discriminated will help to persuade a wider audience to better persuade people in favor of a Sanders’ 2020 presidential run.
Assessing Successful Milestones 2017-2019
Targeted data mining should begin by the fall of 2017 to assess any weakness within Donald Trump’s Presidency. Direct speech turnout as well as direct polling and surveys would help to better understand the public’s attitude towards Trump. Decisions regarding the course of the digital persuasion campaign will then be assessed according to the results of such data mining to better allocate resources relevant to the data analytics, the utilization of information technology, constituent resourcing, data resourcing, references, and information integrity. Ultimately, it would be best to create milestones where decisions are made relevant to the outcome of such data mining. The primary goal of the persuasion aspect of the ad campaign is to ensure that all information is presented accurately, concisely, and (in terms of video or television) very succinctly. Trump has now been confirmed to use generalizations in his approach to deflect his opponents. Although not advisable at the beginning of the persuasion campaign, as the campaign progresses, generalizations regarding his presidency could assist in winning over his supporters who may have grown dissatisfied. It would be strongly advisable to proverbially fight “fire with fire” and use Donald Trump’s own words against him in the future in order to showcase his dishonesty or chicanery regarding any approaches to political “business as usual.”
Digital Media Campaign Platform Apparatus and Platform
Social Media and Television will be the primary platform apparatus used. Videos and links to promote Sanders and alienate Trump can be uploaded to Social Sites such as Twitter or Facebook to begin the process of garnering an audience as early as February of 2017. By the fall of 2017, email campaigns could follow with attached links to video sites. By the end of 2018 or early 2019, television ads exposing Trumps un-kept campaign promises or legislative failures which include defunct international policies could greatly assist in winning over Trump loyalists to Sanders’ political initiatives.
Using imagery through political memes with split screen pictures of both Trump and Sanders while outlining Sanders successes and Trumps failures would also help in winning over Trump supporters. Any potential weakness or disastrous outcome regarding Trump’s time in the Oval Office should be emphasized to show his inability to lead while promoting the eventuality of a Sanders run for president in 2020. For this particular persuasive ad campaign, it will be necessary for Sanders to use the “I told you so” approach to debating with Trump supporters as it has been surveyed that many of these supporters are easily influenced by rhetoric or suggestive language rather than direct information or factual advice/evidence in a generalized sense.
Final Synopsis Leading up to the Presidential Race of 2020
The main goal is to allow the frustrations of potential former Trump supporters to be vented in such a manner as to create constructive criticism against Trump nearing the 2020 Presidential race by creating doubt on his mandate to lead. Trump used such rhetoric to gain his voter base that won him the presidency in 2016 against his opponent Secretary of State Hillary Clinton and it will be through such similar rhetoric that a successful persuasion ad campaign could assist Sanders in winning over Trumps conservative support. Coupled with his already loyal progressive base, such a successful turnover could lead to a possible Sanders Presidential win in 2020.