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Campaign 1984 (3)
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Campaign 1984 (3)
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Records of the White House Office of the Deputy Chief of Staff (Reagan Administration)
Michael Deaver's Political Files
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Ronald Reagan Presidential Library
Digital Library Collections
This is a PDF of a folder from our textual collections.
Collection: Deaver, Michael: Files
Folder Title: Campaign 1984 (3)
Box: 67
To see more digitized collections
visit: https://reaganlibrary.gov/archives/digital-library
To see all Ronald Reagan Presidential Library inventories visit:
https://reaganlibrary.gov/document-collection
Contact a reference archivist at: [email protected]
Citation Guidelines: https://reaganlibrary.gov/citing
National Archives Catalogue: https://catalog.archives.gov/
aigust
Debate going oct
THE WHITE house
Coyne Seaga memo South carolina Texthles
WASHINGTON
guel 16-17
July 16, Jues 1984
Hill
NOTE FOR MICHAEL K. DEAVER
all PM 60P
what
what feels?
Bush on vacation wa
SUBJECT: FOLLOW-UP RE BAKER-DEAVER-DARMAN- SPENCER
MEETING OF 7/16/84
Per our conversation, the following notes what the four
of us tentatively sketched out:
sucher
for 3orb
Barb
July 24
: evening press conference with kick-off
of campaign-against-the-House
("CATHOUSE")
over
July 25
:
day trip to N.J. (CATHOUSE)
July 26-27
: trip to Georgia and Texas (CATHOUSE)
Hy.
July 28
:
California/Olympics/ranch as planned
August 20-22:
"3 days to Dallas" " Ohio, Illinois
(blue collar events) ; Iowa/Missouri
(farm/fair events)
August 22-24: Convention
August 24
:
Chicago for VFW
August 27-31:
Thoughtful high aging tech/R&D; speeches families; on education; soft crime; NR on Drug
September 3 : Anaheim campaign kick-off speech
September 4 : American Legion speech (Salt Lake)
September 6 : televised economic speech (anniversary
of Sept. 9, 1980)
Later in
September: UNGA speech
We will begin developing speeches. Please keep me posted
on actual schedule. Thanks.
Dick
Richard G. Darman
JAB
III
RGD - 7/16/84
PLAN
I.
GENERAL GOMMENTS
The key strategic concept is to dominate the issues.
This is highly desirable; clearly worth affirming and
trying to do. But note:
(a) it will only be feasible if we are both lucky and
highly disciplined;
(b) its value, beyond controlling the agenda, depends
importantly on choosing the right issues for the
right constituencies in the right way at the right
time. (The plan does not provide the rationale on
these points -- it is presumably available orally.)
Beyond "dominating the issues," the strategy emphasizes:
(a) using the umbrella theme of "leadership";
(b) reminding re Carter-Mondale;
(c) being believable, upbeat, but not overoptimistic;
(d) establishing vision;
(e) emphasizing benefits to the entire country;
(f) building a coalition around 1980 -- with extra
support from the 18-24 group and from suburban
ticket-splitters -- but with a key constituency of
"middle income working people."
Elements (a) through (e) seem right, even if now part
of the conventional widsom; (f) would seem to merit
discussion with the planners -- in light of data, and
in relation to the issues. (It is not entirely clear
which constituency groups are to get emphasis when; and
it is not clear how the issue strategy relates to the
constituency strategy -- especialy re the young and
ticket-splitters.)
II. MISCELLANEOUS PARTICULARS (IN ORDER OF APPEARANCE IN TEXT)
(1) Is a "new offensive of balanced budget amendment"
(p. 3) intended to go beyond the Truman-style attack on
Congress? In the short-term it is probably best to
emphasize the bottled-up "House" (not Congress) more
than the balanced budget -- and to have the balanced
budget amendment be just one among several examples (as
proposed). We should not focus on the Senate --
because the Senate would embarrass us by failing to
act, or worse, getting bogged down on a host of
troublesome amendments. We should probably not now
focus exclusively on the balanced budget because it
unnecessarily raises the defict issue without credibly
dealing with it. (Note: The timing of the President's
involvement in the anti-House push would better be
before he goes to the ranch. There will be no credible
telephoning to be done from the ranch.)
-2-
(2) Does the plan mean to suggest that mutual assured
destruction is not a deterrent and that deterrence is
not the key to survival until "star wars" is here (next
century). If so, this is a major change in the
Administration's position (p. 3). (This needs to be
drafted with care.)
Prepared tor Peace
(3) "Peace through strength" is a good slogan, even if
hackneyed. What do we think of adding -- with care --
the thought that weakness is a threat to peace.
(4) What specifically is meant under the international
trade heading (p. 4) ? The plan recommends greater use
of Bill Brock. Much of what he recommends is
unpopular in key states (free trade). Much of the rest
Compunical
is inconsistent with the President's current program
(he favors raising taxes to close the deficit -- and
sounds like Feldstein in discussing deficits, interest
High
rates, the dollar, etc.). Note: It is probably better
to highlight trade potential with artful use of symbols
(visiting export industries and high tech plants) than
it is to count on substantive policy declarations.
(5) The "secondary themes" idea is important -- but must be
done right.
--
The subjects need to be consistent with the
objective of seeming thoughtful and
forward-looking. The selection on page 5 is much
more traditionalist -- and needs to be
complemented with a more forward orientation.
--
In the same way, the subjects need to be made
consistent with the constituency analysis.
(What's here, for example, for ticket-splitters
and younger voters? Don't we have an opportunity
also with olders that should lead us to do
something on aging?)
--
Doesn't the whole thing have to come as one tight,
well-ordered block, rather than two fragmented
pieces (back-up p. 3) ?
(6) What exactly is intended to be done with respect to
each of the areas of "innoculation" (p. 5)? Yes, these
are areas of vulnerability. But: The earlier Spencer
plan emphasized a wholly different -- less defensive --
set of topics for innoculation. That seemed right.
What happened to that? It had the virtue of going on
the offensive.
(Note: The Spencer innoculation emphasized that
"Democrats have hurt national security: hurt the poor;
hurt peace and freedom; and hurt families.)
-3-
(7) The farmer-blue-collar emphasis of convention week
seems right. Might want to add high tech, too.
(back-up p. 2).
(8) The September 9 speech is too thin with just these two
economic initiatives (the tax one being abstract, the
budget one being old by then). This requires further
discussion.
(9) The "Peace through strength" section needs more work.
UNGA speech is good idea -- content is, of course, key.
Vienna idea may not be workable. "World trade" notions
still seem to be just that. (See comments above.)
Darman tour idea should be revisited. (Even though it
may seem risky, it's entirely consistent with the
dominate-the-agenda concept.)
(10) Overall: In light of the Ferraro nomination -- and
whatever sophisticated polling analysis we may get on
this -- it seems worth considering whether we might
have some special opportunities: Could an early and
strong blue-collar, industrial state blitz really put
this thing away? Is there a serious chance to get back
older voters? If we got these (and the South and West)
under good control early, could we then go for a big
win by seeking to cut into the yuppies?
organ
Ofinding Triber Bill?
EXECUTIVE SUMMARY
2) borring money chroply more about
We need to establish the framework to guide campaign and
Administration planning for the next four months. The most
loaning
cheaper
important element of the entire campaign is what the
her? ?
President and Administration do and say. The campaign can
soften or amplify Administration statements and actions, but
Sys bill or
cannot change the direction they establish. White House,
Tax package)
Administration, and campaign actions need to be closely
coordinated. This is particularly important as our
advertising begins.
We are suggesting that issue-cycles be developed now to
control the agenda of the campaign. An issue-cycle is a
predetermined period in the campaign when all resources
are concentrated on the same themes. This allows the
President and campaign to have a major impact on public
perception of the issues as we prolonged exposure. The
Balanced- Budget Thip
cycles we propose are timed around events which present
opportunities, and allow us to avoid ad-hoc planning.
The plan is flexible and subject to change, but establishes
a framework for considered and deliberate modification. We
propose the following major cycles:
Attack on congressional inaction, particularly
concerning economic issues
Agriculture and industrial stops building toward
the convention
In-depth speeches on secondary issues with a
strong future orientation
Campaign kick-off and a two-week period concentrating
on economic accomplishments and major economic
initiatives for the second term
Foreign policy and world peace with an international
trade and competitiveness dimension building toward
the debates
A second series of in-depth speeches during the time
of the debates
Attached is an overview of the themes and issues, a preliminary
calendar of the issue-cycles, and summaries of the themes and
concept for each cycle.
Working
Weakness pager
to date
PROPOSED PLAN TO REELECT THE PRESIDENT
a
an
I. OBJECTIVE
3
Issue plan when that -
Our primary goal is to expand our current lead and inhibit
strugths
Mondale's ability to draw Democratic-leaners back to the
ticket. This can be accomplished by dominating the issues
and depriving Mondale of the opportunity to establish his
realing worls Things.
campaign agenda. Our mode must be offensive rather than
cauchg
defensive, as we work to solidify our lead.
Ber adting campuign &WH t all
II. CAMPAIGN STRATEGY
We need to establish the over-arching themes required in a
national election. It is relatively clear what we will say
start
to a variety of groups, but we have not determined the
sume div.m issue
overall theme we want delivered to the electorate as a whole.
name
There needs to be a central message to our campaign. This
election will be decided on the major issues of the economy,
peace, and the President's personal qualities, particularly
his leadership and competence.
The umbrella theme will be leadership. The President has
fundamentally changed the direction of the country, particularly
the economy, in a manner that has produced good results and
will continue to do so. We must:
Remind voters of the problems of the late 1970s and
the Carter-Mondale record
Cite the President's accomplishments in a believable
way
-- use facts without ignoring remaining problems
-- don't overstate successes or deny existence of
continuing problems
Establish the President's vision of the future and
the direction he will take and priorities for a
second term.
We must maintain that our program has helped the entire country
and that everyone has shared and will continue to share in our
economic successes, not just particular constituencies.
-1-
Page two
The tone of the campaign should be upbeat, but not so confidently
optimistic that we are vulnerable to the charge we believe things
are better than facts warrant. The future vision the President
establishes should include challenges, but reaffirm our faith in
the country's ability to progress and meet those challenges.
Our base of support from 1980 is still available to us. We can
expect to improve our support from two groups, younger voters
between the ages of 18 and 24 and suburban ticket-splitters.
Our key constituency, however, remains middle-income working
people. Farmers, middle-income people, and small business
owners should be the focus of our efforts throughout the
campaign.
III. MONDALE
Mondale's attack will center on the fairness issue and charges
that we have helped the well-off at the expense of the average
working person. In addition to fairness, Mondale's attacks will
include Social Security, excessive defense spending, whether
the world is a safer place, disengagement, and now, obviously,
women.
We can also learn from Hart's example during the primaries. Hart
held a substantial lead and momentum favored him over Mondale.
But Hart allowed himself to be sidetracked by Mondale's negative
attacks. Once Hart was on the defensive, Mondale was able to
effectively control the agenda and the outcome. We must be
constantly aware of the temptation to respond to Mondale's
negative attacks, and refrain from Hart's mistake at all costs.
Once we are on the defensive, Mondale can set the tone and
themes of the campaign and detract from our lead.
Mondale can be prevented from setting the agenda if we aggressively
control the campaign by establishing issue-cycles for the
remaining months. In each cycle, presidential activity will be
supported by campaign media, Administration and campaign
surrogates, Administration actions, and the activities of the
First Lady and Vice President.
We must use the obvious Mondale vulnerabilities throughout
the campaign. They include:
0 Affiliation with Carter
Combined consistent liberal records of Mondale and
Ferraro
His lack of leadership qualities.
-2-
Page three
IV. ISSUES
Economy:
When voters make their presidential choice based on economic
issues the President is strongly favored. In addition to
being the most important set of issues, and the area where the
President has had the greatest success, there is an added
psychological benefit to economic issues. They convey optimism
because of our success, and a positive dimension for the campaign
as opposed to other issues where we deal primarily with problems.
The campaign needs to remind people of how bad the state of the
economy was four years ago, cite our accomplishments and success
with particular emphasis on low inflation and job creation, and
acknowledge how far we still have to go economically. We should
establish that a second term would include deficit reduction,
further spending reductions with an emphasis on eliminating
waste and fraud, and a drive for a balanced budget amendment.
We should also establish the need for tax simplification, sound
money, and improvement in our competitive position in the world
economy on a long-term basis.
In contrasting the President's leadership to the Carter-Mondale
record, we should seek opportunities to identify the President
with symbols of our future and a growing economy. Young entrepreneurs,
start-up industries, high-technology, and the comeback of basic
industries should be highlighted.
Traditional values such as the importance of education in training
the workforce of tomorrow should be tied to strengthening
America's competitive edge. We need to pay particular attention
to American strengths over Japan in innovation, corporate research
and development strategies, and pioneering new fields such as
bio-engineering in agiculture and medicine.
Because middle-income working people and theur children are our
key constituency, we must emphasize that our economic future
will be brighter for average working people. We should also say
that all our citizens will benefit, including minorities and
the disadvantaged, and those in traditional industries. This should
be focused through two major economic initiatives for the
second term:
o A new offensive on the balanced budget amendment
Announcement of a major tax reform and simplification
Don't use
in the second term, by establishing our criteria and
the need for reform but without specific details.
these
under
-3-
Page four
Foreign Affairs:
Three dimensions of our policy require emphasis, but the first
and most important is the President's commitment to world peace
and desire for reduced international tension. This manifests
itself primarily in the arms control issue, but also in terms
of the overall issue of relations with the Soviet Union.
Our issues framework needs to show that the President is
sincere about wanting to make the world a safer place through
arms reduction, a change in the philosophy of deterrence from
mutual destruction to mutual survival, and by reaching agreement
with the Soviets without sacrificing U.S. interests. His
repetition of these themes and the record of arms reduction
proposals rather than a single major address will convince the
media and the public of the President's personal involvement
and concern.
The second dimension we must emphasize is national defense and
our fundamental commitment to peace through strength. We should
not backtrack on spending what is necessary to keep that
commitment, pointing out that we spend only half the percentage of
GNP the the Kennedy Administration did and are at about the levels
of defense spending recommended by Carter-Mondale. But we must also
emphasize that we are committed to preventing waste and fraud
in defense spending and that the Pentagon and Department of Defense
have not escaped the President's desire to cut waste and fraud.
The final dimension is a bridge to the future and our economic
strong points: international trade and competition. In this
regard, Bill Brock has been underutilized as a spokesman.
When people make their presidential choice based on foreign
policy issues, we do not do as well as when their decision is
based on our handling of the economy. This is primarily because
foreign policy issues deal with problems. This is not to say,
however, that a foreign policy problem that presents an opportunity
for success should be avoided.
Secondary Issues:
In addition to the economy and foreign policy, there is a cluster
of secondary issues that appeals to traditional American strengths
and a social foundation to meet the challenges of the future. It
would be helpful during the campaign to take one or two periods
of several days each for the President to deliver in-depth,
thoughtful speeches dealing with the substance of these issues.
The tone of the speeches should be educational rather than
rhetorical, and he should demonstrate a mastery of the subject
matter and intellectual depth. The advantage is that he not only
communicates concern on the issues but also portrays his knowledge.
-4-
Page five
Among the subjects we recommend are:
O Education -- quality and reform should continue
to receive presidential attention, particularly the
connection between quality education, the basics, and
economic competitiveness.
Higher education should also receive attention. We should
show our commitment to student financial assistance. Higher
education costs are a major concern of middle-income
families. For many of our target voters, the most important
goal is to send their children to college.
o Crime -- "Soft" crime issues such as drug abuse,
particularly as it effects the young and schools, child abuse
and exploitation, and crimes against women should be
featured.
O Waste and Fraud -- Waste and fraud in government spending
still ranks highest in intensity of nineteen major issues.
O Agriculture -- We should show awareness of the changing
nature of American agriculture, export markets,
agri-business, family farms, etc.
O Family Issues -- Family stability, breakdown, importance
as a mediating institution, etc.
V.
INNOCULATION
AGNIC
)
The Future
There are five major issues we need to innoculate against:
O Fairness --. The fairness issue cuts against us because of
the perception that our policies favor the wealthy over
working people, and favor defense spending over domestic
priorities.
O Social Security -- The importance of innoculating against
charges of benefit reductions cannot be overstated.
O Nervousness -- The use or avoidance of the use of force in
a world crisis.
O Disengagement -- This is the opposition's way to lead into
the age issue and must be countered with a man-in-charge
image. It is important that the decision to present him as
fully engaged not be seen as a staff decision.
O Deficit and Interest Rates -- This is the opposition's
means to undermine confidence in the recovery, and may be
successful to the extent that they succeed in linking these
issues to negative results such as joblessness.
CONGRESSIONAL INACTION
Communications Objective: Focus attention on unfinished economic
legislation pending in Congress. A list of potential bills is
appended, but we recommend concentrating on the balanced budget
proson
keep
amendment, enterprise zones, spousal IRAs, and job retraining.
Sub Minimum wage
money
Duration: July 23 - Aug. 11
issues.
Concept: Congressional Democrats will use the session following
the Democratic convention to attack the President. Our best
defense is a vigorous offense.
SOP
On July 23, the President attends a bipartisan Hill leadership
only
meeting convened by Howard Baker and Bob Michels. The tone is
confrontational as the President takes the Democratic House to
task for inaction on important legislation.
On July 25, the President delivers a five-minute televised speech
following up on the importance of the legislation and excoriating
the Democrats for rhetoric without substantive action. If they
cared about the country as much as they claimed during the
convention, they would pass the bottlenecked legislation.
In the week of July 29, the President summons Vice President Bush
to California and gives him specific instructions to follow the
fight over deadlocked legislation, demonstrating his engagement
and personal commitment to the bills.
During this week and the week of Aug. 5, the President personally
calls selected committee leaders to lobby for passage of the
legislation.
The cycle ends with the Sept. aug. 11 radio address summarizing the
results, lessons learned about the Democrats, and the cost of
a do-nothing Congress.
-1-
HOUSE REPUBLICAN CONFERENCE
Legislative Agenda for the Remainder of the 98th Congress
1.
ECONOMIC POLICY
1. Individual Appropriation Bills
2. Line Item Veto, Impoundment
3. Balanced Budget
4. Monetary Reform
5. Regulatory Reform
11.
JOBS AND EMPLOYMENT OPPORTUNITY
1. High Technology Initiatives
2. Enterprise Zones
3. Job Retraining
1
4. Summer Youth Jobs Incentive
111. HOME AND FAMILIES
1. Day Care Tax Credit
2. Spousal IRA
1
3. Equal Access and School Prayer
4. Fair Housing Act
IV. EDUCATION
1. Head Start Program
2. Tuition Tax Credits
V.
CITIZEN AND COMMUNITY SAFETY
1. Omnibus Crime Legislation
2. Drug Trafficking and Abuse
3. Hazardous Waste Disposal
VI. REPRESENTATIVE GOVERNMENT
1. Legislative Branch Reform
CONVENTION WEEK
Communications Objective: During the three days to Dallas and
at the VFW convention immediately following, the President
establishes the economic successes and future challenges he will
campaign on, but withholds major initiatives until the campaign
kick-off.
Duration: Aug. 19 - Aug. 24
Concept: The President uses his travel to Dallas to shore up
agricultural support in the midwest, combining industrial and
farm stops that emphasize the economic recovery.
On Aug. 19, he begins with an industrial stop at a steel plant
or blue-collar enterprise in Ohio and continues with a downstate
farm stop.
On Aug. 20, he continues with an industrial stop in Illinois
and a downstate farm event.
On Aug. 21, he concludes the three days to Dallas with a day of
farm events in Iowa or Missouri, demonstrating his understanding
and commitment to agricultural concerns.
On Aug. 24, the President uses the VFW speech to discuss future
economic challenges, world peace, and the country's ability
to compete internationally for the rest of the decade and beyond.
-2-
SECONDARY ISSUES
Communications Objective: Demonstrate depth of understanding
through a series of speeches on secondary issues on difficult
subjects. The tone of the speeches is educational rather than
rhetorical.
Duration: Aug. 26 - Sept. Sept2 31; Oct. 4 - Oct. 9
Concept: We suggest two possible periods for a series of
speeches around the country centering on future-oriented
topics such as education and economic competitiveness,
soft crime, agriculture, family, children and the future,
youth drug abuse, and America's ability to compete in a
world economy.
Events must be selected or created for these speeches,
although the Sept. 31 American Legion Convention in
Salt Lake City presents one forum and gets the President
to Santa Barbara for the weekend before the campaign kick-off.
-3-
CAMPAIGN KICK-OFF
Communications Objective: Launch the major economic themes
of the campaign, establish the President's vision of the
future, and announce the economic initiatives of the second
term.
Duration: Sept. 3 - Sept. 15
Concept: The President begins the campaign on the strength of
the economic recovery, his vision of our economic future for
the remainder of the decade and century against the background
of the challenges we face, and announces that the balanced
budget amendment and tax simplification and reform will be
major initiatives of his second term.
On Sept. 3, the President kicks-off the campaign with a morning
mass GOP rally at Anaheim Stadium, beginning his last campaign
from his home state. The tone of the speech is shirt-sleeves
and rousing, establishing the reasons for his candidacy and
how far the country has come since 1980. He continues the
Event.
kick-off after departing El Toro en route a midwestern state
and industrial stop, saying he is carrying the campaign to
the heartland.
On Sept. 9, a half-hour televised speech on the anniversary of
his 1980 Reaganomics speech announces his agenda for the second
larmed
term, including reducing the deficit, spending reductions, peace
through strength, fighting waste and fraud, and two major
economic initiatives: the balanced budget amendment and tax
simplification ( but withold specific details until after the
election )
He continues to campaign on economic issues until the opening
of the General Assembly of the United Nations.
where
-4-
DEBATES, SECONDARY ISSUES
Communications Objectives: Between the debates, the President
demonstrates depth of understanding through speechs on
secondary issues which also communicate his concern.
Duration: Oct. 4 - Oct. 9
Concept: Return to the secondary issues outlined above during
this period such as quality of education, family issues,
agriculture and bio-engineering, America's lead in research
and development and innovation over Japan, and soft crime.
The speeches demonstrate depth of understanding, innoculate
against disengagement, and correct any misimpression from
the first debate.
-6-
1 of 2
Week of:
7/22-7/28 7/29-8/4 8/5-8/11 8/12-8/18 8/19-8/25 8/26-9/1 9/2-9/8 9/9-9/15 9/16-9/22
Secondary Major
Econ.
Issue:
Congressional inaction
None
Convention
Peace
Issues
Themes
Initiatives
Activities
8/27 AFGE
9/3 Lab.
7/29 NGA
8/6 Pop.
8/20
8/29 APA
Day
National/
Con.
AFT conv.
7/30 ABA
International
and Urban
9/17 CPI/
League
8/20 Hous
9/7 unem
Non-political
7/24
8/7 Knights
Housing
starts,
stats
CPI
8/3
of Colum.
8/27
starts
CPI
Congress
Unem.stat.
reconvene
9/5
7/23
8/11 recess
reconvene
recon.
Admin.
actions
CYCLE
CYCLE
CYCLE
CYCLE
CYCLE
CYCLE
9/9 30 min
speech on
9/18 U.N.
RR sched.
7/23
Ranch:
Ranch:
8/12
8/19,
Hold for
9/3 Calif
annivers.
Gen. Ass.
Hill lead.
calls to
close
indus/ag
secondary
k/off
of
RR calls
cttee.
Olympics
stops in
issues
w/Mdwest
Reaganomics
7/25
VP to
leaders
OH/MO/IA
speeches
indus.
9/?
w/major
5 min.
ranch re:
8/13
IL en
stop
Send off
econ. init.
speech
Hill
Medalists
route TX
8/31, AM
for Vienna
8/11 radio
Legion
team to
8/22 Con.
9/11 MOH
7/28
Calls to
address
8/15
en route
close
Humphrey
Olympics
Hill
closes
return
Calif.
cycle
8/24 VFW
cttee
cycle on
Wash.
campaign
7/28
inter.
Econ. events
leaders
Congress
kick-off
radio on
econ.
w/future
9/7 econ
Congress
8/4 radio
and peace
CYCLE
orientation
event
on Hill
w/future
progress
outlook
9/8
CYCLE
9/1 Ranch
radio
on major
themes
2 of 2
Week of:
9/23-9/29 9/30-10/6 10/7-10/13 10/14-10/20
Peace/
Issue:
Domestic
Foreign
Intl.Trade
Debate
Debate
Activities
National/
9/30 Pol-
International
lution
conference
10/2 Auto
Assn.
Non-political
9/28 Shuttle
10/1 FY
10/17 Business
launch
Women's Assn.
begins
Congress
10/5 unem.
10/4 ten.
Admin.
recess
actions
Secondary
issues
RR schedule
CYCLE
10/2 or
10/10
HOLD
10/3
Shift from
Foreign
Policy
peace to
Domestic
economic
debate/
dimension
policy
debate
CYCLE
of foreign
affairs/
CYCLE
trade/
Shift back
competition
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THE WHITE HOUSE
WASHINGTON
May 4, 1984
till +
MEMORANDUM FOR WILLIAM SITTMANN
FROM:
MARGARET TUTWILER
MOT
SUBJECT:
COMPARABLE WORTH MAILING
Per your request, I've checked with Maureen Reagan's office to
see if they have done a mailing on comparable worth. Mary Joy
Jameson in Maureen's office says they have not.
Michele Davis indicated that such a mailing has not been done by
Reagan-Bush '84 either.
CC: Michael K. Deaver
THE WHITE HOUSE
WASHINGTON
April 2, 1984
MEMORANDUM FOR JAMES A. BAKER, III
MICHAEL K. DEAVER
FROM:
MARGARET TUTWILER MDT
SUBJECT:
BACKGROUND FOR TOMORROW'S 3:00 PM MEETING
Tomorrow at 3:00 pm you will be meeting with the leadership of
the RNC, NRSC, NRCC and Reagan-Bush '84 to discuss their
respective needs regarding letters under the President's
signature and Presidential appearances.
A primary purpose of the meeting is to reiterate that 1984 is the
President's campaign year. The White House provided all support
possible to congressional candidates during the 1982 midterm
elections. Similarly in 1983, the White House agreed to
Presidential appearances on behalf of six incumbent Senators;
each request was either fulfilled or withdrawn by the requesting
Senator.
In preparation for this meeting, attached please find:
draft agenda for 4/3/84 meeting at 3:00 pm
(Attachment A).
list of letters which have been approved under the
President's signature since 10/17/83 (Attachment B) ;
list of problems with NRSC fundraising mailings
(Attachment C) ;
list of events which have been done since 10/17/83 or
are committed to being done in coming months for RNC,
NRSC and NRCC (Attachment D) ;
copy of 1982 Rollins' memo on approval guidelines for
fundraising letters (Attachment E) ;
Please let me know if there is any additional information you
might need.
DRAFT AGENDA
Tuesday, April 3, 1984 ---- 3:00 pm
Room 175 EOB
Discuss past problems with operating outside of the
approval process for fundraising letters under the
President's signature
Review approval process for fundraising letters under
the President's signature:
-
prior White House approval on the text of the
President's letter and of the package which
will accompany it
-
prior approval of the blue-lines of the letter and
package by the White House Counsel's Office (for
disclaimer, return address, type of seal used,
etc.)
-
prior approval of mailing schedule and number of
pieces to be mailed
-
approval for a letter signed by the President is
valid for 30 days
-
mailings which refer to the President or his
programs are also subject to this approval process
Discuss pending requests each Committee will have for
letters under the President's signature
-
fundraising solicitations
-
endorsement letters for incumbent/challenger
House/Senate candidates
-
miscellaneous others (thank-you's after
Senate-House Dinner, pub notes, etc.)
DRAFT AGENDA (Con't.)
Discuss pending requests each Committee will have for
Presidential appearances
-
major donors
-
state GOP organizations
Note: The President will not be campaigning for
individual candidates per se. When a Reagan-Bush '84
event is scheduled, every effort will be made to
include the respective candidates in the region.
THE WHITE HOUSE
WASHINGTON
4/16/84
TO: MICHAEL DEAVER
JAB reviewed his copy of the
attached this afternoon.
Thought you might want a copy
of his decisions on these
requests.
MDT
file
MARGARET D. TUTWILER
Office of James A. Baker III
456-6797
THE WHITE HOUSE
WASHINGTON
April 16, 1984
MEMORANDUM FOR JAMES A. BAKER, III
MICHAEL K. DEAVER
FROM:
MARGARET TUTWILER mot
SUBJECT:
REQUESTS FROM THE REPUBLICAN NATIONAL COMMITTEE
Below is a list of requests which the Republican National
Committee's Finance Division will have between now and the 1985
Inauguration.
This list has been submitted by the RNC as a follow-up to the
April 3rd meeting you had with the leadership of RNC, NRSC, NRCC
and Reagan-Bush '84.
1.
Post-Convention Mailing to RNC Contributor File over
President Reagan's Signature.
Mailing Date:
August 23, 1984
Copy Approval By:
early July
Quantity:
1.8 million
Description:
Mailgram-type notice to all past and
present RNC contributors requesting
additional support for the RNC during
the final days of the campaign. This
will be similar to the highly successful
1980 Post-Convention mailing which was
signed by the President.
Projected Income:
$3 million
JAB
Approve
Disapprove
2.
Post-Convention Presidential Trust Reception Hosted by the
President and Mrs. Reagan at the White House.
Date:
Mid-September
Purpose:
To show appreciation for the financial
commitment of those individuals who have
contributed to the RNC's Presidential
Trust - the $6.9 million fund for the
Presidential campaign during the general
election.
Approve
Disapprove
JABE
3.
1985 First Renewal Mailing to RNC Contributor File over
President Reagan's Signature.
Mailing Date:
December 3, 1984
Copy Approval By:
Early October
Quantity:
1.8 million
Description:
Renewal of RNC Sustaining and Campaigner
Memberships for 1985.
Projected Income:
$6.5 million
Approve
JAB
Disapprove
4. 1985 Inauguration Reception for Presidential Trust Members.
Date:
During the week of the 1985
Inauguration.
Description:
RNC is requesting a special reception
with the President for Presidential
Trust members. While RNC cannot assign
a specific fundraising goal to this
event, they hope that the meeting will
be viewed as a benefit to those $10,000
donors who provide the funding for the
Presidential Trust account.
TOOFAR in ADUANCE To CONSIDER PER JAB -
Approve
Disapprove
THE WHITE HOUSE
WASHINGTON
April 16, 1984
MEMORANDUM FOR JAMES A. BAKER, III
MICHAEL K. DEAVER
FROM:
MARGARET TUTWILER
MDT
SUBJECT:
REQUESTS FROM THE REPUBLICAN NATIONAL COMMITTEE
Below is a list of requests which the Republican National
Committee's Finance Division will have between now and the 1985
Inauguration.
This list has been submitted by the RNC as a follow-up to the
April 3rd meeting you had with the leadership of RNC, NRSC, NRCC
and Reagan-Bush '84.
1.
Post-Convention Mailing to RNC Contributor File over
President Reagan's Signature.
Mailing Date:
August 23, 1984
Copy Approval By:
early July
Quantity:
1.8 million
Description:
Mailgram-type notice to all past and
present RNC contributors requesting
additional support for the RNC during
the final days of the campaign. This
will be similar to the highly successful
1980 Post-Convention mailing which was
signed by the President.
Projected Income:
$3 million
Approve
Disapprove
2.
Post-Convention Presidential Trust Reception Hosted by the
President and Mrs. Reagan at the White House.
Date:
Mid-September
Purpose:
To show appreciation for the financial
commitment of those individuals who have
contributed to the RNC's Presidential
Trust - the $6.9 million fund for the
Presidential campaign during the general
election.
Approve
Disapprove
3.
1985 First Renewal Mailing to RNC Contributor File over
President Reagan's Signature.
Mailing Date:
December 3, 1984
Copy Approval By:
Early October
Quantity:
1.8 million
Description:
Renewal of RNC Sustaining and Campaigner
Memberships for 1985.
Projected Income:
$6.5 million
Approve
Disapprove
4.
1985 Inauguration Reception for Presidential Trust Members.
Date:
During the week of the 1985
Inauguration.
Description:
RNC is requesting a special reception
with the President for Presidential
Trust members. While RNC cannot assign
a specific fundraising goal to this
event, they hope that the meeting will
be viewed as a benefit to those $10,000
donors who provide the funding for the
Presidential Trust account.
Approve
Disapprove
REAGAN-BUSH
'84
The President's Authorized Campaign Committee
MEMORANDUM
4/9/84
TO:
Mike Deaver
FROM: Jim Lake
Here is our proposed final version
of the media paper we have prepared for
our meeting tomorrow. Please let me
know if you have any comments.
fie here
rec'd 4/9-4:25 4/9 pm
g
440 First Street N.W., Washington, D.C. 20001 (202) 383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
REAGAN-BUSH '84
The President's Authorized Campaign Committee
REAGAN-BUSH '84 INITIAL MEDIA FLIGHT
OBJECTIVES
- Generate initial awareness of the campaign
- Establish an unbrella theme to carry the campaign through the
convention
- Revitalize the President's perceptual standing with voters
following the vigorous anti-Reagan onslaught of the Democratic
primaries
- Project the reality of strong, confident, successful leadership
that assures hope for the future as a contrast to the Democratic
debate
THEMES
- Leadership. Reagan is a highly trusted, strong leader. His
leadership has induced considerable positive change.
- Competence. Reagan gets things done, as evidenced by the economic
recovery and control of inflation.
- Future Vision. Reagan's changes have given rise to a new era of
opportunity for America's future. Administration accomplishments
in quality education, expanding economy, and controlling inflation
are issues which bridge the past and the future.
- Traditional Values. Reagan has re-established and reinforced
traditional values which offer stability and security.
- Caring. Reagan is caring and concerned about people and has
drawn strength from his populist appeal.
TONE
- Focus attention on the past to anchor the scope and benefit of
the changes Reagan has made and project that change into the
future, essentially answering the question "are you better off
today than you were four years ago?", while postulating, "things
can get even better with continued Reagan leadership."
- The spots should be generally positive in tone, drawing upon
some of the first term's accomplishments and emphasizing that
the President's leadership has made, and will continue to make,
440 First Street N.W., Washington, D.C. 20001 383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
REAGAN-BUSH
'84
The President's Authorized Campaign Committee
Media Flight, p. 2
a vital difference.
- The tone should also build on the feelings of optimism and con-
fidence in ourselves, our leaders, and our country.
TIMING
The emphasis on leadership will work best in the period between the
President's China trip in late April and his June summit meeting in
Europe. Therefore, the optimum time for a first flight is the ten-
day period just before the Memorial Day weekend. The period has the
advantages of:
- Intensity of audience interest in political messages is higher
during this period than it will be in June or July because of the
proximity to the attention given to the Democratic primary contest.
- A divided opposition still in contention for the nomination will
provide us with a unique opportunity to present our positive
message of presidential leadership in stark contrast to their
bickering and pointless debate. This contrast can and should be
achieved indirectly, with no specific reference to the Democratic
contest.
- Media coverage in late April and early May will be dominated by
the Normandy event and the June summit meeting in London. These
events will generate substantial print and electronic media
coverage fitting neatly under our umbrella theme of leadership,
and thus reinforce our primary objective.
TARGETS
- In general, our target is the slightly upscale voter.
- We need to softly target the blue collar, catholic and middle-aged
voters.
- If cost permits, we may want to supplement the television campaign
with radio spots aimed at hispanics in California and Texas and
younger voters (under 35).
440 First Street N.W., Washington, D.C. 20001 (202) 383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
REAGAN-BUSH
The President's Authorized Campaign Committee
Media Flight, p. 2
a vital difference.
- The tone should also build on the feelings of optimism and con-
fidence in ourselves, our leaders, and our country.
TIMING
The emphasis on leadership will work best in the period between the
President's China trip in late April and his June summit meeting in
Europe. Therefore, the optimum time for a first flight is the ten-
day period just before the Memorial Day weekend. The period has the
advantages of:
- Intensity of audience interest in political messages is higher
during this period than it will be in June or July because of the
proximity to the attention given to the Democratic primary contest.
- A divided opposition still in contention for the nomination will
provide us with a unique opportunity to present our positive
message of presidential leadership in stark contrast to their
bickering and pointless debate. This contrast can and should be
achieved indirectly, with no specific reference to the Democratic
contest.
- Media coverage in late April and early May will be dominated by
the Normandy event and the June summit meeting in London. These
events will generate substantial print and electronic media
coverage fitting neatly under our umbrella theme of leadership,
and thus reinforce our primary objective.
TARGETS
- In general, our target is the slightly upscale voter.
- We need to softly target the blue collar, catholic and middle-aged
voters.
- If cost permits, we may want to supplement the television campaign
with radio spots aimed at hispanics in California and Texas and
younger voters (under 35). Cost should permit this.
We should do this. (addition per Baker 4/9 7pm)
440 First Street N.W., Washington, D.C. 20001 (202)383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
RGD -- 4/10/84
A few comments on the "themes paper"
for the "initial media flight"
In general, the paper seems unobjectionable. But a few
qualifying points may be of value:
(1) "Objectives"
The first objective -- generating "awareness of the
campaign" -- seems unnecessary, ill-placed (in terms of implicit
emphasis), and possibly counterproductive. People will be aware
enough of the campaign. Why explicitly try to increase
awareness? Aren't we better off being Presidential, and just
concentrating on getting across the ideas that America is better,
the future is brighter, etc. -- all implicitly (or explicitly)
because RR is President?
(2) "Themes"
Re "Leadership": Fine. But it seems too self-serving
(uncharacteristically so) and too self-centered to focus this
directly on Reagan. In the State of the Union, we used "America
is back.' In the CSIS speech, we used "American leadership is
back." Aren't we better off emphasizing points directly about
America -- trusting either that the tie to RR's personal
leadership is obvious, or that it can be subtly made to show
through?
Re "Future Vision": Fine. But shouldn't we spice this
up a bit -- as we have when we've tied our economic program to a
"new industrial renaissance," a society "bursting with
opportunity," etc. And shouldn't we add our emphases on space,
high tech, etc. -- i.e., things with which the President can be
associated visually that are themselves futuristic?
Re "Traditional Values": Again, fine. But we have been
trying to link this theme with the future at the same time as it
looks to the past. The idea is to avoid seeming too "nostalgic"
or "outdated" -- and rather to emphasize that traditional values
are a sound foundation for the building of a strong, vital,
dynamic, creative, constructive future.
Re "Caring": Again, fine. But the explanatory sentence
seems garbled. What exactly is meant by the alleged connection
between "caring" and "concerned about people," on the one hand,
and "populist appeal" on the other? We want both themes --
caring and populism -- but, as ordinarily understood, these are
rather different concepts.
-2-
(3) Tone
Re "optimism": Yes. But mightn't we make this a theme
in its own right -- contrasting it, as we have been, with the
days of "gloom" and "doomsaying" that we've been saying should be
gone for good?
(4) Targets
I trust someone knows what is meant by "the slightly
upscale voter" -- and how this relates to the other targets
noted.
As a matter of curiosity, what do we mean by
"middle-aged" (why not state the age range?) -- and why have we
decided to focus on this age range?
REAGAN-BUSH '84
The President's Authorized Campaign Committee
MEMORANDUM
TO:
Michael K. Deaver/Michael A. McManus
THROUGH: Edward J. Rollins
FROM:
Jim Lake
DATE:
April 5, 1984
RE:
First Flight of Media Campaign
Attached is a draft memo based on the meeting
yesterday afternoon for you comments. We've agreed to have
a final draft ready for use on Tuesday when Mike McManus,
Roger Ailes, Dick Wirthlin, Doug Watts and I will be in
New York for an all day meeting with Jim Travis and all
three of the creative teams.
440 First Street N.W., Washington, D.C. 20001 (202) 383-1984
Paid for by Reagan-Bush '84: Paul Laxalt, Chairman; Angela M. Buchanan Jackson, Treasurer
DRAFT jr
4/5/84
MEMORANDUM TO
:
FROM
:
SUBJECT
: FIRST FLIGHT OF MEDIA CAMPAIGN
This memorandum outlines the suggested themes and tone, timing,
targets, and length of spots for the first flight of the media
campaign.
THEMES AND TONE
Within the limits of its duration and cost, the first flight
should achieve the following objectives:
Establish an umbrella theme to carry the campaign
through the August convention
Present an image of presidential leadership
Reinforce feelings of confidence and optimism
Subliminally suggest a solid record and vision
of the future.
A. Umbrella Theme
The three creative teams have the assignment of establishing
an over-arching theme of presidential leadership to set the
tone for the campaign through the Republican National
Convention.
The tone should be soft-sell, building on feelings of
optimism and confidence, and carrying over this renewal
of faith to the President's leadership. It should emphasize
the President as a trusted, competent, caring leader who
gets things done and has set the country in the right
direction.
The spots should be institutional in tone, emphasizing that
the President's leadership has made, and will continue to
make, a vital difference.
B. Presidential Leadership
Younger voters have no living experience of a successful
presidency. They have seen four failed presidencies in a
row before Ronald Reagan. Successful presidential leadership
-1-
Page 2
THEMES AND TONE
is a new experience to them, and one that needs to be
reinforced.
The following are essential elements for emphasis:
O The President is S strong, trusted leader
o He has a clear vision of the future
He has brought about change through more
responsive and responsible government
His leadership has set the country in the
right direction.
The spots should connote positive elements of the
President's record (outlined below) and innoculate
against the charge that the President is not in control
through visual images and symbols, as with the President
at work in a darkened study, or projecting his competence
through his stride, and on the fairness issue by emphasizing
populist images and a cross-section of the electorate.
C. Reinforce Confidence and Optimism
The electorate knows that things are different today; they
sense positive change and confidence and optimism are on
the rebound. The economy has recovered; inflation is under
control; we have more faith in ourselves and our institutions.
The first flight should in effect hold up a mirror to the
voters, and let them know that the reason they feel better
about themselves is the President's leadership.
President Reagan has made the vital difference; he will
continue to make a difference.
D. President's Record and Vision of the Future
The electorate credits the President with economic recovery,
control of inflation, and leadership on quality education.
Education and economic recovery are issues which bridge the
past and future.
Subthemes of traditional values -- family, neighborhood,
work, peace and freedom -- should be cast in a populist
light. In emphasizing the accomplishments subliminally,
we should move away from economic elitism and large
institutions, concentrating on ordinary working people and
small business.
Page 3
THEMES AND TONE
These subthemes innoculate against the fairness issue and
play to the President's populist strength.
TIMING
The emphasis on leadership will work best in the period
between the President's China trip in late April and his
June summit meeting in Europe.
The optimum time is the ten-day period just before the
Memorial Day weekend. This period has the advantages of:
o Intensity of audience interest in political
messages because of the proximity to the primary
contest
A divided, bickering opposition with the
Democrats still in contention for the nomination
Reinforcement of the leadership image from
the China trip and the opportunity to set the
tone for the London summit
Sufficient time for the Republican National
Committee to continue to innoculate against
opposition themes before the Democratic convention
in July.
A. Intensity of Audience Interest
The ten day cycle before and after a primary contest is
the optimum time to reach voter interest in political
issues through the media.
Although the size of the listening audience in June will
be approximately as large as the late May audience, it
listens with an appreciably lower level of interest. The
first flight should take advantage of the heightened
interest during the final stages of the Democratic primary
race.
Page 4
TIMING
B. A Divided Opposition
By June, a clear Democratic frontrunner will have emerged
and the opposition will be closing on the issues. By
launching the first flight in May, we also have the
advantage of painting a stark contrast between presidential
leadership and a divided opposition.
This contrast can be achieved indirectly. There should be
no direct reference to the Democrats. The themes and tone
of our media will provide sufficient contrast.
C. Reinforcement of Foreign Trip Coverage
In late April and early May, media coverage will be dominated
by the President's China trip. Immediately following the
first flight, coverage will again be dominated by the Normandy
event and June summit meeting in London.
The first flight of the media campaign will generate substantial
non-paid coverage in the print and electronic media. With the
umbrella theme of presidential leadership, both our media and
the coverage it receives will reinforce the dominant coverage
over an eight-week period.
D. Innoculation
Mondale's attack themes have remained consistent throughout
the Hart challenge. Mondale continues to emphasize:
o Fairness
o A just society
0 The button issue
The timing of the first flight allows us to incorporate some
innoculation, but it also allows sufficient time for the
Republican National Committee to innoculate before the July
Democratic convention.
SCHEDULING IMPLICATIONS
Any taping involving the President will have to be scheduled
before April 19 if the first flight is to go out before
Memorial Day. As soon as production schedules are established,
time should be committed on the President's schedule to allow
for taping before the China trip.
Page 5
TARGETS
TARGETS:
In general, our target is the slightly upscale voter, with
a strong populist emphasis.
Other target groups include:
Farm-belt
Blue-collar
Catholics
Independents
Hispanics
Under-35s
The characteristics of these voter groups will be elaborated
in briefings for the Tuesday group.
LENGTH OF SPOTS
Thirty and sixty second spots only.
Using the guidelines given above, the creative teams should
devise a variety of approaches to the umbrella theme with
thirty and sixty second messages.
# # #