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Oath of Office, 1/20/77
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148863
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Oath of Office, 1/20/77
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Records of the Office of the Staff Secretary
1976 Campaign Transition File
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Presidential inaugurations
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1977
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1970 Campaign
Folder Citation: Collection: Office of Staff Secretary; Series: 1976 Campaign Transition File;
Folder: 1970 Campaign; Container 2
To See Complete Finding Aid:
http://www.jimmycarterlibrary.gov/library/findingaids/Staff_Secretary.pdf
WITHDRAWAL SHEET (PRESIDENTIAL LIBRARIES)
FORM OF
DOCUMENT
CORRESPONDENTS OR TITLE
DATE
RESTRICTION
Report
"Jimmy Carter vs. Hal Suit," 18 pp.
n 3/10/95
ca. 1970
C
Letter
Rafshoon to Carter, 2 PP
Re: Campaign for Governor
746 alo
3/4/70
C
FILE LOCATION
Carter Presidential Papers, Staff Offices, Office of Staff Secretary, Pre-Presidential
Handwriting & Transition File, 1970 Campaign
RESTRICTION CODES
(A) Closed by Executive Order 12356 governing access to national security information.
(B) Closed by statute or by the agency which originated the document.
(C) Closed in accordance with restrictions contained in the donor's deed of gift.
NATIONAL ARCHIVES AND RECORDS ADMINISTRATION
NA FORM 1429 (6-85)
GERALD RAFSHOON ADVERTISING, inc.
1422 West Peachtree Street, N.W. / Atlanta, Georgia 30309
Area Code 404/892-3581
March 4, 1970
Mr. Jimmy Carter
1 Woodland Drive
Plains, Georgia
Dear Jimmy:
Here are some random thoughts that I have been saving up to talk to you
about and I feel they can best be expressed on paper.
Let me say that I was upset by Bill Shipp's column today quoting me. He
called me to discuss this question as regards to Sanders and I was really
trying to put down Sanders. I wasn't trying to get publicity. I don't
think it hurt us but I would rather it had not run.
I do think there is validity in accusing Sanders of using pollution as
an issue to obscure some more cogent points that can be raised against
him. You might try to work in a phrase when discussing Sanders pollution
stands about "pollution of the political atmosphere."
I did not like your answer to the question about Maddox not being able
to run. Your saying "Iexpect his followers to vote for me" does not auto-
matically get those people, but it does turn-off a lot of your moderate
to liberal support. It is like saying "Hi, look at me I'm a conservative."
We have often said that we cannot label you, and your making an overt
pitch like this does not ring true. I still think that you have a good
chance of picking up a lot of Maddox and a lot of conservative votes with-
out talking about Lester Maddox. Your silence in not criticizing him seems
to me to be enough. Let's face it Jimmy, he ain't gonna endorse you and
I can't believe that he won't have somebody in the race even Virginia,
or Mallon Sharpe or someone of that stripe. DON'T ALIENATE THE SUBURBAN
TYPE WHO IS GOING TO VOTE FOR YOU BECAUSE OF YOUR LOOKS AND IMAGE THAT
COMES OVER ON TV. If you do this you don't need me to spend a lot of your
money on television.
Believe me, I'm not being idealistic and I'm not an offended liberal, I
just have a feeling that you are obscuring your image at times when you
talk about "me and Lester."
I think we must start attacking Carl Sanders soon and from the beginning
of your campaign. The feeling I get from people is "sure I don't like Carl
Sanders, sure he's a phony, etc., but who is the alternative? Jimmy Carter.
Can he beat Carl Sanders, Can he tear down Carl Sanders"? Let's start
doing it and let's talk about something like - you don't solve conservation
problems by junckets to Cumberland Island.
March 4, 1970
Page Two
Jimmy Carter
I wasn't happy with the underground Atlanta party. No need to discuss
the fact that the room was wrong and you should be in places where they
can see you. However, some of your answers were too long and too un-
glamorous. We need short, succinct answers. Especially on something
like busing or on Carl Sanders. Call it demagogic if you will but it
works. For example, when asked about Lynch and the Kennedy's, something
like this would have worked. "That's right, I have supporters who worked
for John Kennedy. I also have supporters who worked for George Wallace,
Herman Talmadge, Ellis Arnold, Lester Maddox, Rodney Cook, Sam Massell,
and isn't that what Georgia is all about." This is the kind of response
that gets applause and really shuts up the questioner. Of course, you
and I can wince at the corniness but look at the most popular television
shows, (I know you don't but I do and so do the rest of us average
Georgians).
I few weeks ago we agreed to delay production of things like the brochure,
buttons, etc., in order to have money for the television show. For reasons
of visibility, I think we should get cracking on these things now before
others get ahead of us.
If you want to get together and discuss some of this, we can do it any
time this week. I might suggest Saturday when you are in Atlanta.
Regards.
Sincerely,
Jenny Gerald M. Rafshoon
GMR/maw
C C : Mr. Bill Lynch
Mr. Charles Kirbo
Anchives
J
PRESERVATION PURPOSES
ELECTROSTATIC REPRODUCTION MADE FOR
GERALD RAFSHOON ADVERTISING, inc.
1422 West Peachtree Street, N.W.
Atlanta, Georgia 30309/Area Code 404/892-3581
CONFIDENTIAL
JIMMY CARTER
vs.
HAL SUIT
The "Politician" VS. the "Amateur"
OR
The "Amateur" vs. the "Politician"
Which is which?
OR
Jimmy Carter vs. "Son of Sanders"
DETERMINED TO BE AN ADMINISTRATIVE
MARKING BY MIE
DATE 1/6/88
GENERAL
Hooray! Hallelujah! Cheers! Wediditwediditwedidit!
O.K., we beat Carl Sanders
now let's get back to work. We have exactly
41 days to finish the job and beat Hal Suit and the Republican Party. We
can do it
we will do it
but it's not going to be the piece of cake we
might think. We have wounds to salve
positions to make
liabilities to
nullify
and advantages to take. And furthermore, we do not want to just
beat Suit
we want to beat him big. It's important to Jimmy Carter's legis-
lative program
his future
and the future of the Democratic Party.
Let's not forget we have been at this for a long time. Some people at it
for over four years. We are a little tired
and when you are tired you make
mistakes. I think we ran a brilliant campaign
the best one in modern
Georgia politics. And even then, we made some mistakes. We must be very
careful not to make mistakes in the next 41 days. The time period is too
short. Suit is very new and not so tired and he can capitalize on our errors.
In some respects, we are in the same position as Sanders was in against us
or at least, Suit can try to put us in that position. However, we plan to
pre-empt him immediately.
In my opinion, several things should be of great concern to us. First, the
Jimmy Carter, poor peanut farmer approach is beginning to wear thin - es-
pecially after the bruising run-off. It will not hold up through the General
Election. This part of Jimmy's image is now well established and with a little
care and feeding it will sustain itself. If we continue the heavy handed theme
overtly, I think the public will get a quick belly full.
The humble poor man approach was our grab toward establishing a populist appeal
-2-
for Jimmy. It worked because we were provided with the right opponent. It
seems that it will not work in the General Election. Hal Suit is a poor man.
We also worked the ins-vs-the-outs very well. This also will not work against
Suit: he is more "out" then we are.
In retrospect, I do not believe the conservatism of Jimmy Carter was a vital
issue. We did manage to emerge as a non-liberal, but the main issue of the
campaign was personality. Again, we were provided with the right opponent.
On a personality basis, Jimmy is worn a little thin from exposure, Suit isn't.
However, give a little exposure to Suit and he will wear out quickly. He is
not too bright.
Suit is a good TV performer Jimmy Carter is a better one. Yes, gentlemen,
with all his professionalism, Suit is a second-rater on TV if he were any
good he'd have gone to NBC years ago. Jimmy, on the other hand, is the bright-
est face to come along on TV this year. He has the charisma that today's
audience empathises with. So let's not worry about TV and Suit's TV image.
On TV we beat the hell out of Carl
we can do the same to Hal.
To sum up, the poor farmer bit has been milked; the conservatism bit will hold
up, but we can't move Jimmy any further to the right and we are running against
a Republican; we cannot wage an anti-campaign against a one-legged war veteran
who has probably never done anything wrong.
So, what do we do?
As I see it, we have four choices:
1. Continue our present campaign, changing only the names.
2. Run a Democrat VS. Republican campaign; (this should only be
done by the party.)
-3-
3. Run a high road, image, Carl Sanders Campaign.
4. Run an up-dated version of the first campaign, capitalizing
on the good things we established and building momentum by
adding new dimensions and more depth.
It is pretty obvious that #4 is the only way to go. Our first campaign went
a little astray from the original plans. We started out to capture the tempo
of the times through a rebirth of populism. Now the issues of poor vs. rich,
in vs. out, honest vs. dishonest are parts of the populist dogma. But they
are just surface issues - they are symptomatic of much deeper concerns on the
part of the people. They began to work for us early in the campaign and we
wisely continued to drive them home again. And they worked. There was very
little need for anything else. Now we need to build on top of them through
a deeper use of populist doctrine and appeal.
Populism, I think, can best be described as "unperverted" liberalism. When
FDR originally came to power, he was a populist
not a liberal. He was
for a better share of the good life for all
two chickens in every pot -
government by the people
social security
welfare
economic prosperity
tax reform and relief. Only when we add in big
government, interventionism and integration do we create the dogma known as
liberalism.
There are a few more important points about populism when viewed at the state
level
in addition to all the above. Chief among these are home rule and
full participation in government and political parties.
In order to fully explore the concerns of the people through a deeper involve-
ment in the "populist" approach, Jimmy must do the following things and we must
capitalize on them in our advertising and campaign execution:
1. He must get (as he himself has suggested) even "closer to the
people". He must, of course, continue his present style of
campaigning. Ours must not become a centralized, organized
power structure oriented approach
it must continue
(or at least appear to continue) as a campaign of and by the
people. In order to compliment Jimmy's style and deepen his
ties, we must never be caught in deceit, collusion, evasion,
or overt "political" actions. I suggest that there are cer-
tain people in this state that Jimmy never meet with or talk
to even in groups. I am talking about recognized politicos on
every level, extremists of any ilk, fat cats and elite types.
In short, he should be insulated from everyone but the people,
the inner circle of managers and true volunteer workers. Let
other people make the deals, hear the pork-barrel begging,
put together the packages and whip the party into shape.
2. In order to carry out the above theme even further, Jimmy
must tone done his cuteness and get a little more sincere.
His grin is going to wear thin and when he is too cute he
is - to a certain extent - being a little dishonest. Flippancy
is not very attractive. I suggest that he start the campaign
off on the most honest basis possible: a meeting with Hal
Suit and some responsible third parties to reach agreements
on the arrangement of one or two major debates on statewide
hook-up, via TV and radio.
The debates should not be face to face appearances between
just the two candidates. There will be very little differences
on most issues and there will be very few (or should be very
few) clashes on personality. This means that the emphasis
should be on the substances of stances - the "how" of the
situations - rather than just on the positions themselves.
I suggest an hour long affair each time utilizing a moder-
ator and a team of reporters. The first half hour could be
devoted to statements, rebuttals and closing statements by
the candidates on a broad range of pre-determined issues.
The second half should be devoted to quizzing by the newsmen
-5-
on the issues covered with freedom of exchange by the
candidates. Subject matter for each debate should be limited
to a pre-determined number of subjects, all major issues to
be covered sometime in the debates. Jimmy must be prepared
for these debates under guidance. This means a supervised
briefing the night before the debate, a late sleep followed
by a day of light private exercise, rest and contemplation,
followed by a final briefing before the appearance. Some-
time the week before each debate, we should definitely spend
a session with Dr. Taylor.
I am absolutely convinced that we must debate, that we must
suggest it first (the morning after the run-off will not be
too soon) and that we must prepare and execute, in a pro-
fessional manner. Hal Suit is an experienced TV man but we
can equal him as a performer. Hal, on the other hand, will
absolutely wilt before Jimmy's expertise, knowledge of
problems and practical solutions.
Now I know that issues are not supposed to be important. And
I know that our stances on issues will probably not vary much
as far as who's for what and who's against what. But a
thorough examination of the issues before the public will
deepen Jimmy's image and charisma. He will no longer be a
country boy fighting the rich and powerful, but a poor country
boy fighting the rich and powerful who is also one helluva
smart man.
Hal Suit is a lightweight. We can't call him one, but we can
sure as hell make him one by direct comparison.
3. Jimmy needs to expand his thoughts on basic populist appeal
issues into solid proposals. He has refused to do this to
date, witness the platform. Now he has a mandate from
400,000 Georgians and he should begin to formulate his legis-
lative package NOW. He needs to begin issuing position and
implementation papers on vital populists issues like TAX REFORM
to relieve the burden on ad valorem taxpayers; educational
-6-
programs and reforms to insure the ability of every Georgian
to have his independence; welfare reform to insure that every
able bodied man is required and prepared to earn a living;
state aid to cities to launch an all out war on crime, drug
abuse, slums and pollution; streamlining state government so
as to minimize waste in operation and reduce taxes overall;
reforms to insure honesty and integrity on the part of the
elected and appointed officials (this is critical to the
extension of Jimmy's populist philosophy); measures to
bring state government closer to the people; reforms in
jurisdiction to return as much home rule to cities and
counties as possible.
All these things home-in directly on the biggest concerns of
all Georgians and they are waiting for their messiah to tell
them HOW he is going to do it. The question is - who will do
this for Jimmy?
4. We can utilize Democrat vs. Republican in a very real way.
It is time for Jimmy to put out a position paper on his
plan for re-vitalizing, re-organizing and opening up the
Democratic party of Georgia. This means he must NOW enter
proposals for the presidential primary concept, announce his
conventions, suggest methods of grievance for average Georgians
through conventional party machinery, call for registration
by party, announcing his intentions of working for change in
the national party by working aggressively within the system.
5. Just as we paid "minimum dues" to the seg vote in the primary,
Jimmy must now begin to pay at least minimum dues to the black
community. We have 400,000 registered black voters and we need
at least a 50% turnout and solid support in order to get the
mandate he needs. And I don't mean we need to keep fooling
around with worthless black leaders that want to hang on Jimmy's
coattails and do no work. We need a George Booker and we need
him fast. And Jimmy needs to take his populist campaign tech-
nique into the streets.
-7-
6. We must begin now to get both the top echelons and the rank-
and-file union people behind us
with money and professionals.
Now I know we got the rank and file for the most part
but
these people have been drifting to the Republican for some time.
I look for big trouble in South Atlanta, Clayton, Cobb, DeKalb,
and more from politicians like Fletcher Thompson and Ben Blackburn.
Let's not fool ourselves into thinking we are solid with LABOR.
We are not.
7. We must not dismiss advertising as maybe a necessary adjunct
to the campaign. We will need a good coordinated advertising
campaign
well timed
well executed. Our advertising
campaign was o.k. in the primary, but we had a distinct advan-
tage because Sanders' campaign was so bad. His creative platform
was awful
his media plan was atrocious
his execution was
ill-fated.
On the other hand, I look for Suit and the Republicans to run
a fairly good advertising campaign. They should be able to
spend around $200,000 and get some good professional help from
Republicans in Washington. And they will have advertising people
who are almost as good as ours. In addition, they will have the
benefit of studying both the Sanders and Carter media buys and
will be able to discern what we did, will do, and what they
must do. so, it is vitally important that the fund raising
be ten times better than last time, and that the advertising
recommended in the following pages be executed. Again, as I
said two years ago in our primary proposal, the fat has been
cut and it is a lean campaign aimed at doing the job
the
difference here is WE MUST DO THIS MUCH to make the impression
we need to make.
ADVERTISING PLAN
There is strong reason to believe that Hal Suit and the Republicans
will absolutely ape the techniques that we used in the primary. It
worked. They will be able to get the professional help they'll need.
They should be able to get some good money. Some of the Atlanta power
structure will be with them.
after all, those guys are basically
Republican types and they are probably scared to death of Jimmy Carter.
So, we must have a better advertising campaign than Suit. We have a
better product.
Our advertising MUST stand out. It will be hard for several reasons.
1. The Fall season is the BIG advertising season. TV will be
saturated with both commercial advertisers AND politicians.
2. Our general technique of voice over and film, coupled with
the heavy announcer is worn-out. It has been the vogue in
political advertising for several years now, and too many
other candidates in the current campaign are using it. On
Atlanta TV alone, I look for a heavy campaign from Andy Young,
Fletcher Thompson, and Ben Blackburn.
plus Hal Suit.
3. Our totally unsubtle copy and pictures (which were RIGHT for
the primary campaign) are also worn out. In my judgment, we
are approaching a point of diminishing return in believability.
When the other candidates (Sanders, George T., Tommy Irwin,
Mike Padgett, Johnny Caldwell) heard and saw our pitch, they
all picked up on it and used it-- poorly-- but they saturated
the market. Everybody emerged for the little man, everybody
grew up working for a living, everybody had roots in Georgia.
As far as pure technique goes, here are our changes.
1. We definitely need a fresh voice, not one that is soft, but
one that is more persuasive and more confidence-inspiring.
2. I think there is definitely room for more Jimmy Carter directly
on camera with him talking.
shot extremely close and with
good camera movement. Jimmy is a great performer, talks better
now and exudes all the qualities we are trying to sell. It will
mean that Jimmy must be more available to the agency and not
allowed to get worn out before going on camera.
3. There is no reason we cannot use a combination of film - vo -
in studio - Jimmy talking for relief.
especially in sixty
second spots. There are so many possibilities: flashbacks,
stop dissolves of film over Jimmy's talking countenance to
illustrate his commitments to certain things, chroma key of
film with Jimmy talking and reflecting and so many more.
4. We made little use of music and special sound effects in our
primary spots. We can add a new dimension here.
5. I definitely think everything should be done on videotape. The
effects available are so vast and being able to see the finished
product and make changes is fantastic. Also, both the picture
and audio quality are so lifelike.
Our major goal in advertising should be to show that Jimmy Carter
is the candidate of substance.
and that he and he alone has the
qualities needed to guide Georgia into the future. We should never
forget to feed and nourish the image he has established (man of the
people, populist, poor farmer, man from the outside, special friend
of the working man). But in so many instances this image can be
maintained by simply showing Jimmy in the right atmosphere with the
right people with the right smile and the right responses. It need
not continue to be driven home in a heavy handed manner.
Phase One - Oct. 11 - 20
In order to begin to establish Jimmy as a candidate of substance, I
believe we should do a five minute show on his platform. While he
has a platform, it has never been widely disseminated. With effective
use of props, visual aids, chroma key, etc.-- Jimmy can carry a stand-
up 5 minute show outlining his platform in unforgettable color. These
should be shown several times on every TV station in the state in prime
time starting three weeks prior to the election. The TV commercials
to be used in phase one should be unveiled in the show, similar to
the way we did it in the 30 minute show. They can be used to illustrate
what he is talking about at that juncture of the show (maybe three
twenties in and around the show, the balance unveiled on the same week).
The commercials for phase one will be a combination of film in some
spots (especially the three to be used in the show) and separate spots
with Jimmy talking on camera. Every spot should be used to state a
platform position, a vital proposal for reform, or a solid campaign
promise. The sixties should be used for lengthy issues or those
that particularly appeal to women (for daytime consumption), the
shorter spots for less complicated issues. I see two sixties and
three twenties for this phase. This first 1 1/2 weeks should establish
Jimmy as a man of solid substance as well as image.
Phase Two - Oct. 2 - Nov. 2
I think we should do 60s, 20s and 10s here (to establish momentum
through frequency) and that the spots should be past-present-future
in nature. Using film of the campaign-- picking the most memorable
stuff from the TV-- we can work in the thread of "Four years ago, this
man began fighting to shape the future of Georgia
...
through the
valley of death he travelled, slaying all the dragons along the way,
until one day (enter rays of sunlight and springtime music) all the
dragons were gone. Now this man stands ready to lead the state of
Georgia to unparalleled heights of greatness and you hold the key,
etc., etc. We close out on an image note
reweaving the thread
of the populist beginnings into the populist future.
At the present time, there is absolutely no place in our campaign for
an anti-appeal (except anti-establishment). However, the nasty minds
of the agency are always standing by if needed. Only the names need
to be changed to protect the innocent.
The above advertising platform talked mostly about TV. The other
media follow the same general thread.
MEDIA PLAN AND BUDGET
1. Television
We plan to run the same type of television schedules we had in the
primary. 60, 20, and 10-second spots. Some of these will be in prime
time, naturally, but we will also buy the fringe shows, late night movies,
daytime soap operas, and quiz shows. This was the same programming that
reached the Carter voter - middle to lower socio-economic level. There is
also a possibility of five-minute shows. To be discussed later.
There will be NO 15 or 30 minute programs. The fall season (with new
shows) is the worst time to pre-empt programming.
Television rates are more expensive in the Fall because of competition
and programming. We will have to buy fixed position spots rather than
pre-emptible spots.
TV campaign to start Sunday, October 11th, and run through November 2nd -
23 days.
COST: $125,000
To be supplemented by Democratic Party advertising.
2. Billboards
A 100% showing statewide, 800 billboards. These will go up October 1st.
COST: $ 39,245
-2-
3. Radio
Radio will be handled by local headquarters with the following exceptions:
Atlanta and Ethnic radio.
a. Atlanta: We recommend a two week schedule starting October 21st.
This will be aimed at reinforcing our TV sell and at getting out
a large vote. We feel that this will be needed in Atlanta where
we may have to play catch-up politics. In addition, radio here
will be used to give Jimmy more urban acceptance without impair-
ing his rural image.
COST: $ 20,250
b. Ethnic: Two weeks, October 21 November 3rd, statewide,
including Atlanta.
COST: $ 8,500
Radio advertising will be supplemented by Democratic Party radio advertising.
4. Newspaper
In keeping with the tradition of the Carter Campaign, good media principles,
and the Rafshoon theory of newspaper ineffectiveness, our recommended news-
paper budget is zero. However, newspaper mats and slicks will be provided
to local organizations.
5. Ethnic Newspaper
Special ads to be designed and placed by the agency.
COST: $ 2,500
To be supplemented by Democratic Party advertising.
-3-
6. Television, Radio, and Newspaper Production
EST. COST: $ 16,000
7. Collateral Material
a. 20,000 Buttons
$ 800
b. 30,000 Posters
2,785
C. 300,000 Brochures
5,645
d. 50,000 Bumper Stickers
1,753
e. 1,000 Billboards
6,985
f. Production of above
1,500
TOTAL COLLATERAL COST: $ 19,468
8. Survey
To be paid by Democratic Party.
TOTAL = $230,963
MISCELLANEOUS
A few miscellaneous thoughts came to mind after finishing the
above. I think they should be implemented in the general elections.
1. Direct Mail:
Our direct mail campaign was not very effective.
In fact, no direct mail campaign in the primary was good.
Sanders had the biggest -- it failed. Bentley had a
very professional one -- it failed. The point is that
direct mail -- except when you have an unusual situation--
is not a very potent medium in politics as compared with
media advertising. The point I want to make is that
until we can afford the aforementioned advertising
budget, direct mail should be held in abeyance. Had we
had the money spent in direct mail supplies for addition-
al radio and TV in Atlanta, perhaps a run-off would not
have occurred. In the primary we wasted so much valuable
money on direct mail supplies and the content of our
direct mail campaign was mediocre at best. The final
letter we sent out (some 7 or 8 paragraphs) had to have
a .00002 percent readership.
I suggest that in any direct mail activities we do this
time, that the agency supervise the creative part of it.
Or even better, we use the services of Grizzard Adver-
tising to handle what we have. Of course, we need to
utilize our own people for direct mail so they have
something to do. BUT LET'S MAKE SURE THESE PEOPLE ARE
VOLUNTEERS.
2. Press Relations:
We need to insulate Jimmy from the press more. Not
the people, but the press. Somebody needs to travel
with the press that covers Jimmy on the road. Jimmy
should not have an entourage. The scene of him and
Jody trodding the lonely roads (or with Captain Mid-
night Rabhan in the air) is rather appealing. Add a
retinue of newsmen and you have Richard Nixon. But
the care and feeding of the press is necessary. Let's
have Bill Pope travel with the press to take care of
their needs and allow Jimmy to move on when necessary
and Pope work with newsmen to get their stories filed.
This would mean hiring another press man or woman to
stay in Atlanta. Maybe Parks Rusk can do it. Or per-
haps we can get somebody like Remer Tyson or Bob Coram
for a month; they' 11 be available.
3. We need more speech texts
This suggestion is a carry-over from the past. It
will probably be suggested again in 4 years.