Hillary Millecam Romney Campaign

Situation Analysis Dependent on which poll you read, Mitt Romney is behind between 2 to 12 % in Michigan, his home state. There is a Michigan primary is in a week on the 28 th. The sense is that if he loses his home state, it will not only be embarrassing but also put an end to his candidacy. Some potential obstacles include the following: Romney adamantly opposed the bailout for GM and Chrysler. Companies have shown largest profits ever, pre-bailout GM was significantly smaller. Mitt Romney opposed the 81 billion given to GM, he said to let the market work it out and to let them fail if it happens. GM is the biggest industry in Michigan, lots of jobs, Romney is glad that it still worked out, but there are still many lost jobs still because hundreds of dealerships closed down. Another issue is that Santorum is more conservative than Romney, and Santorum is leading in Republican primaries because the registered Republicans prefer more conservative nominees. Those who oppose him say he is not conservative enough. Conservative is defined as the most-unlike President Obama in ideology and philosophy. Santorum is now close to Romney in the polls to beat Obama, but Romney has a better electability. Core problem If Romney does not win the Michigan republican primary, then he will lose his consideration as candidate for the Republican Party for the 2012 elections. Goal The Romney presidential campaign committees goal is to get Mitt to win the republican primary in Michigan on February 28. Objectives Increase Romneys poll approval with registered Republican voters so that he is ahead of Santorum by 4% by February 28. Earn endorsement from 20% to 60% of auto-industry workers in Michigan by the Arizona debate on February 22. Get 40 to 55 percent of voters to vote for Romney in Michigan Republican primaries on Election Day. Key Publics and Messages Michigan Auto-Industry workers. Members in the auto industry are concerned with keeping their jobs so that they can take care of themselves and their families, they are concerned about job security and having government leaders who care about their jobs and well-being so that they can stay secure in their homes in Michigan. We will communicate to auto-industry workers that Romney will help the auto industry be successful by cutting corporal taxes, give companies more incentives to give family insurance

Hillary Millecam Romney Campaign plans to these employees, and that Romney has helped companies succeed and produce great income in the past and will help auto industries succeed now. Undecided Republican Primary Voters in Michigan. Undecided voters are concerned with making a good choice of candidate, they are also concerned with who to vote for and how their vote will make a difference, they want a trustworthy, reliable candidate who aligns with their ideology, they care about making a difference in the community but they dont want to make a large amount of effort in candidate research. We will communicate to this party that their vote does make a difference, especially in this primary, and that Romney is the candidate they should vote for because his conservative ideology has proven great success with companies and with government. Registered Republican Party Members in Michigan. Registered Republican voters are concerned with having a candidate who aligns with their ideology, somebody who they can trust to follow their agenda for politics, have a candidate who will keep low-federal government regulation, somebody who cares about companies and the free-market succeeding, and have conservative approaches to government. We will communicate to this party that that Romney is the candidate they should vote for because his conservative ideology has proven great success with companies and with government and he will do things that make conservative members happy and secure. Strategies and Tactics Michigan Auto-Industry workers. Through the use of interpersonal communication, conferences, and third-party endorsement, auto-industry workers will support Romney as a good candidate for president and therefore either endorse or vote for him in the next primary election. We will use face-to-face interaction with auto unions, administrative managers of auto industries, and Romney conferences with the employees to discuss their personal concerns with Romneys candidacy. Other methods include company newsletters with supervisor endorsement, informational advertisements by dealerships. Undecided Republican Primary Voters in Michigan. Through the use of mass media, social media, faceto-face interaction, and local advertisements, we will not only have voters feel informed about Romney as a candidate, but convince them to go to the polls because their vote will make a difference. Tactics include online information about Romney, mail pamphlets, freeway advertisements, TV and radio advertisements, news media report, and information to articles on Facebook and Twitter. Registered Republican Party Members in Michigan. Through the use of mass media, news media, and third-party endorsement, Republicans will see that Romney is a better candidate than Santorum and vote for Romney in the primary polls. Methods to communicate to this public include press releases, local news interviews, third-party endorsement at Arizona debates, and television advertisements with auto-industry worker endorsements. Tactics include news coverage, TV advertisements, face-to-face interaction at primary debate, information on websites and social media.