Patricia Aguilar

Professor James Starkey

Fall16_POLS001_73033
01 October 2016
Memorandum
To: The Smith Campaign
CC: Presidential Candidate Smith
From: Patricia Aguilar the Campaign Consultant
Date: October 02, 2016
Re: Analysis and Final Recommendations
This memo is to inform the Smith Campaign on my analysis on the 2016 and recommendations
of the2020 Presidential Election. I will be writing to you about the research I did on what made
Clinton and Trump so successful. I will include in this memo my analysis on the Clinton and
Trump media campaign tactics. I will also write about my analysis on the demographics and
political structure of two swing states. The two swing states I chose were Florida and Colorado. I
will also include final recommendations I found upon my research from my analysis.
Analysis on Campaign Media and Tactics
The 2016 Presidential Election has been the most talked about in History. It has been the most
talked about not because of who the candidates are, but because they used the media to their
advantage and for every issue. Media was used in a very different way than before. Media was
mainly dominated by social media websites and what was trending. The use of a (#) made it
easier to spread the news faster than regular television streaming. The best tactic used was social
media. Social media Is an online outlet that enables you to hear and express opinion on both
sides. The side of the candidates and the audience. It makes it clearer on who is on whos side
instead of spending unnecessary money of extensive survey research that most of the time is not
accurate. I recommend the main media to use should be social media websites like the ones as
follows: Facebook, Tweeter, You Tube, LinkedIn, Pinterest, Google Plus, Tumblr, Instagram,
Reddit, VK, Flickr, and Vine. Each of the social sites mentioned has over a million plus audience
a day.
Trump was very active on Tweeter. Tweeter and Facebook are the main social media websites to
focus on along with getting familiar with a hashtag (#). You Tube would be my second
recommendation. You Tube you can stream every commercial in favor of your campaign.
YouTube is where most of my research would lead to. When advertising it is important to target
every age group affecting the voter. Target their emotions on where they stand and where you
stand with them on the important issues. Trump and Clinton used those tactics against each other
to their favor. The music in the background along with a good narrator that matches the theme of
your advertisement is very effective.

Analysis of the Statistics of the 2 swing States

It is important you are well informed on the swing states they play an important role on the
Presidential elections. A presidential candidate needs to get over half of the Electoral College
votes in order to win the Presidency. I focused on two swings states for my analysis, Florida and
Colorado. Florida has an income Median Household of $47,212. The percentage below poverty
level was 16.5%. The types of household and income are Families: $57,176, Married-Couple
Families: $68,782, and the non-family households: $30,319. The education in Florida is:
Secondary Education: 86.5% and Post-Secondary Education: 26.9%. Ethnicity and Race is State
Wide Percentages of Ethnic Groups: White: 75.0%, Black or African American: 16.0%,
American Indian and Native Alaskan: 0.4%, Asian: 2.4%, Native Hawaiian or Other Pacific
Islander: .1%, Hispanic or Latino (of any race): 22.5%, Two or More Races: 2.5%, Other Races:
3.6%, Age and Gender voting population by generation is Male: 20-34: 19.8%, 35-54: 27.0%,
55-69: 17.5%, 70+: 11.4%, Female: 20-34: 18.4%, 35-54: 26.4%, 55-69: 18.9%,70+: 14.0%.
Colorado the other state that I chose the income was Median Household Income: $59,448
Percentage Below Poverty Level: 12.0%, Types of Households and Income: Families: $73,817,
Married-Couple Families: $85,888, Non-Family households: $37,046. The education in Colorado
was Secondary Education: 90.4% Post-Secondary Education: 37.5%. The Ethnicity and Race
was State Wide Percentages of Ethnic Groups: White: 81.3%, Black or African American: 4.0%,
American Indian and Native Alaskan: 1.1%, Asian: 2.8%, Native Hawaiian or Other Pacific
Islander: .1%, Hispanic or Latino (of any race): 20.7%, Two or More Races: 3.4%
8) Other Races: 7.2%. The Age and Gender voting population by generation is o Male:20-34:
22.6%, 35-54: 27.9%,55-69: 16.0%, 70+: 6.6%,Female: 20-34: 21.1%, 35-54: 27.5%, 55-69:
16.9%, 70+: 8.7%. Focus on the swing states and do your homework you want to target every
demographic in the swing states.
Summary Analysis on the Trump and Clinton Media Campaign
I analyzed an article from The Washington Post on Trump and Clintons way of dealing with the
media. The article Discusses how the two candidates are taking somewhat of a drastic approach
each with the media for their campaigns. Trump makes accusations of corruption on Clintons
side. Many people behind Trump who are republican criticize trump, because his approach
should be more conservative like most republicans. The article further discusses how trump has
taken an extreme approach in his campaign with the media gaining him attention. Trump has
gained positive and negative attention, but plenty of attention from his extreme approaches in the
media for his campaign. Trump is being described as someone having media tactics against
Clinton. Trump periodically gives the media like NBC, ABC, Fox News and MSNBC,
interviews. One of trumps main strategies was his willingness to do phone interviews during the
primary season. The article compares to how Clinton rarely gives interviews, although she stated
that she would become more available. The most interesting fact about the article was, that
regardless of trumps tactics against Clinton through the media, Clinton is the leading Democratic
candidate.

Final Thoughts
Do not hesitate to use tactics against the other candidate the audience likes to be entertain and
that can bring in voters too. I hope you study the tactics and analysis I provided for you. Do not
delay on the final recommendations if they worked before they will work again. Remember
social media is more effective than regular media. It takes work and I believe you can do it. I
wish you luck and extend my full support. I believe in your success.

Works Cited
U.S. Bureau of the Census. Colorado. ONLINE. 2016. Census Bureau. Available:
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF [25
September 2016].
U.S. Bureau of the Census. Income Areas Florida. ONLINE. 2016. Census Bureau. Available:
http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF [25
September 2016].
Farhi, Paul. "Clinton, Trump Take Contrasting Approaches to Dealing with Media (Posted 201605-04 21:20:08)." The Washington Post, May 04, 2016. https://login.ezp.pasadena.edu/login?
url=http://search.proquest.com/docview/1786763676?accountid=28371
Top 15 Most Popular Social Networking Sites. Article. eBizMBA The eBusiness Guide.
September 2016. http://www.ebizmba.com/articles/social-networking-websites