1. Identifying Key Groups
We knew early on that a few key demographic groups would be necessary to a victory.
WOMEN: We did not need to win women, but we did need to close the gender gap.
—We conducted women-focused survey research to assess attitudes and develop messaging.
BLACKS: Donald Trump performed better than most Republicans had with Black voters; we needed to maintain and improve on those gains.
—We built Black-only models to find voters who would agree with us on key issues.
HISPANICS & ASIANS: While smaller percentages of the overall electorate, we needed to improve on past Republican margins with all minority segments.
—We focused grassroots efforts and executed paid-media efforts in voters’ native languages.