Driving the Democratic NarrativeIdeas for the 2016 Democratic National Convention

MAY 2016

Content

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Poster. A fold-out poster can be distributed to put the new narrative into the hands of all convention attendees. When folded, it will take the form of a user-friendly booklet featuring messages about Who We Are & What We Believe and Our Principles. When unfolded, the booklet will transform into a poster featuring inspiring images, DNC branding and the For All tagline, which people can hang on a wall to provide constant reinforcement of this defining idea behind what it means to be a Democrat.

CONTENT

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CONTENT

Bumper Sticker. To highlight the central idea of the new narrative, we suggest producing a bumper sticker featuring the For All tagline and distributing it to convention attendees.

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Communications Toolkit. We will provide professional Democratic communicators—including staff members for the campaign committees and state parties—with a 16-page manual featuring research, language and tools they can use to put the messages to use in their daily work. The toolkit will include core narrative content, as well as strategic guidance for crafting messages on issues, Winning Words, contrasts with Republicans and strategic stories that bring to life Democratic accomplishments from history and today.

CONTENT

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Message Resource Center. To put the narrative content into the hands of all those who need it—and make it easy for them to put the narrative into practice—we can build a password-protected platform for Democratic communicators to access the language, data and research insights from the narrative project and craft research-based messages. The resource center would be optimized for both desktop and mobile use, to meet the needs of operatives in the office or on the go.

CONTENT

CONTENT

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Inspirational Video. An inspiring video can introduce the new narrative at the convention, and remind everyone watching that Democrats are united by a core set of values and principles. This video could then be hosted on the DNC’s website and used in training and grassroots engagement across the country.

Engagement

ENGAGEMENT

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Interactive Booth. To promote the new narrative to convention goers, we can create a message booth with two interactive kiosks that people can use to take photos of themselves holding a For All whiteboard with their own message on it and automatically share them with their social media channels—providing increased visibility for the new narrative online. The booth can be staffed by Hattaway Communications employees to pass out message materials, encourage people to post pictures and answer questions about the new narrative.

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ENGAGEMENT

Speech Coordination. To help formally introduce the new narrative to the Democratic family, our team can work with the DNC’s speechwriting team to integrate language from the narrative into the Chair’s convention speech.

At the convention itself, a Hattaway team member could work with the speech operations team to provide input and integrate language from the narrative into speeches as they go through vetting.

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ENGAGEMENT

Convention Briefings. We can produce a brief presentation to introduce convention attendees to the new narrative and provide them with message materials. We can offer these short briefings to interested state delegations, surrogates, donors, caucuses and others at the convention.

Pre-Convention Briefings. To help the DNC and DNCC teams incorporate the narrative into their work, we can conduct pre-convention briefings with all DNC staff, key DNCC staff and any contracted speechwriters. These sessions can include in-depth discussion about the new content and related research, as well as interactive exercises to help people practice putting the language to use.

Budget

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DELIVERABLE COST

CONTENT Poster 30,000

Bumper Sticker 7,000

Communications Toolkit 25,000

Message Resource Center 150,000

Inspirational Video 85,000

ENGAGEMENT Interactive Booth 20,000

Speech Coordination 15,000

Pre-Convention Briefings 5,000

Convention Briefings 8,000

Travel Expenses 21,000

BUDGET