Frameworks, Pt. 5

To recap Part 3, Donald Trump's tactical approach to consolidating and energizing his base is to manufacture outrage. In Part 4, we discussed the contrasting strategic approach of the Hillary Clinton campaign. How, then, is Hillary Clinton attempting to carry out her 'all things to all people' strategy?

Where Trump needs to build toward an electoral majority from a solid base on the extreme right wing, Clinton needs to stake out a broad segment of the general electorate from a center-left position. To do this, her campaign is seeking to expand her coalition by moving both leftward toward the Sanders base of the Democratic party and allied independents and rightward toward the middle in order to capture a broad majority.

As we've seen, Trump's is a bit of a blunderbuss maneuver—earned media, tweets, gigantic rallies (all empowered by his ratings manipulating outrageous "bullshit"). Clinton's tactical approach is the tried-and-true use of data-driven messaging, or micro-targeting.

If the Clinton campaign wants to appeal to a certain demographic that relies heavily on social media (Facebook, Twitter, Instagram, Snapchat, &c.) they employ celebrities and commenters the users of these platforms like/follow/&c. To appeal to serious policy types, she and her influential surrogates publish policy papers and statements in important journals and magazines and newspaper editorial pages. To target informed members of the boomer generation who get most of their information from cable television, her campaign distributes talking points and deploys winsome, attractive talkers to significant programs and talk shows. To appeal to traditional Democrats, the campaign brings out party bigwigs to rallies, fund-raisers, television and radio programs to extol her policies and virtues. She holds private fund-raisers for wealthy donors. She gives talks to a wide range of interest groups. She holds campaign rallies in key precincts and swing districts (something the Trump campaign has yet to master!). Moreover, the campaign and its allies are using traditional, professionally-created ads to reach specific low-information populations through the television and radio programming they consume. And, lastly, the campaign is deploying many professionals and many more volunteers to battleground areas they believe they can win in order to get out the vote—the so-called ground game.

This is the traditional data-driven path to electoral victory we are used to seeing in U.S. elections. It is expensive and involves an enormous amount of energy and resources. It also requires precise data and precision targeting of resources. The Clinton campaign has drawn on and updated Obama's wildly and unexpectedly successful 2008 campaign playbook. It is a very professional operation which seems to have learned key lessons from it previous mistakes and failures.

The essential message of the campaign, as we've indicated, is that Hillary Clinton has the knowledge, experience, and competence required for the job of the presidency. Again, in contrast to Trump's wildly outlandish and, frankly, amateurish claims, her message—agree or disagree—is precise, consistent, and focused.

She has been the wife of a President, a U.S. Senator, and the Secretary of State—all of which count as relevant experiences. It is certainly appropriate to take exception to any of her specific policy proposals or to debate the merits of her specific prior actions or performance in government or out (and that's not what this series of posts is about). Only one of those prior roles, however, specifically and directly relates to her 'all things to all people' strategic claim: her experience as Senator. And there are really only two data points worth considering in this regard.

Clinton was first elected Senator from the State of New York in 2000 by a 55-43% vote. She served for 6 years and ran for re-election in 2006, winning by a 67-31% electoral landslide. That's an enormous 12% increase in popularity after serving for 6 years, with a population sample size of 19 million and during which time New York had a Republican Governor, George Pataki (1995-2005).

Can she be all things to all people? No. But she proved to the people of New York that she could increase her popularity and outreach to a very broad spectrum of a diverse electorate.

The Clinton organization knows who the targets of her campaign should be, and they are aggressively messaging them. They seem to be willing to write off the 10% or so of the Bernie Sanders supporters who will never vote for her in order to appeal to the broad moderate middle of the electorate. They know, too, they can never win over the staunch, near-extremist base of support for Donald Trump. But between those two constituencies there is a lot of room to maneuver, and that's where they've chosen to set their sites and target their message.