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National Service Communications Strategy Memo by Prince/Dreyer
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Eli Segal's Files
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FOIA Number: 2013-0661-F
FOIA
MARKER
This is not a textual record. This is used as an
administrative marker by the William J. Clinton
Presidential Library Staff.
Collection/Record Group:
Clinton Presidential Records
Subgroup/Office of Origin:
National Service
Series/Staff Member:
Eli Segal
Subseries:
OA/ID Number:
1295
FolderID:
Folder Title:
National Service Communications Strategy Memo by Prince/Dreyer
Stack:
Row:
Section:
Shelf:
Position:
S
66
2
8
1
COMMUNICATIONS STRATEGY
NATIONAL SERVICE LAUNCH EVENT
MARCH 1, 1993
Pre-March 1 Activities:
Develop Feature Broadcast Pieces
The following broadcast have expressed interest in developing a
feature segment on national service in general and the
President's plans in particular.
-
PBS: McNeil-Lehrer
-
CNN
-
ABC: American Agenda
-
CBS Sunday Morning
We are working with them to facilitate the segments. McNeil-
Lehrer and CNN, in particular, are interested in running major
pieces on national service in conjunction with the Presidential
announcement on the evening of March 1. In addition we would
like to contact Parade, People, USA Today Weekend, and other
feature print forums to encourage anecdotal features on national
service within the focus of the President's address.
o
Eli and other surrogates for March 1 (2) morning news
programs
We would like to begin booking Eli and other appropriate
surrogates for March 1 (and/or March 2) morning news programs.
o
Embargoed Major Press Background Briefing
Major print press have been clamoring for interviews with Eli and
specifics on the program and policy for three weeks. We
recommend a late Friday afternoon briefing for a select group of
national dailies, wire/syndicates, and key broadcast for late
Friday afternoon embargoed for speech time Monday.
o
President's Saturday Radio Address
We would like to explore avenues to target the President's
Saturday radio address with its focus on national service to a
youth oriented listening audience. For example, reaching
Rockline through a satellite feet and pre-notifying college
newspapers and radio stations through Josh's faxed college
communiques toward the middle of the week.
Page Two
o Talking Points/Surrogates
We are preparing talking points to be used on March 1 by key
surrogates within the context of their press briefings and/or
travels - including such potential spokespersons as Donna
Shalala, Richard Riley, Bruce Babbitt, and the First Lady, Vice
President, and Tipper Gore. In conjunction with Cabinet and
other surrogate staffs, we will pre-arrange regional radio
interviews for March 1 with such surrogates.
o
Sunday New York Times Op-Ed
Robert has written a draft for review and editing to appear in
the NYT on this Sunday in advance of the March 1 event.
March 1: Site yet to be determined
We envision a day with three primary components:
Mid-Morning Service Visit:
A participatory visit to a service site/activity that would be
inter-generation and inter-racial in nature.
University Address:
A major address at a state university before a college audience
with a significant high school audience component. The President
would speak to the greater vision and American ethic of national
service; announce the nature and purpose of the summer program;
discuss as much as possible the legislative/policy variables of
his program; and issues a somewhat interactive "call-to
action/challenge" to young Americans.
MTV Interview:
Immediately following the address the President would spend
approximately 15 minutes with MTV for a taped interview that
would include his introducing two local students -- one high
school and one almost post-college -- who had participated in the
service event that morning as examples of young people making a
difference. He would chat with MTV about the national service
ethic and once again issue the interactive challenge.
Page Three
O Eli Segal College Leadership Briefing
Additionally, we consider the launch event a means to enhance Eli
Segal's recognition and profile. We would like to plan an
briefing event for Eli immediately following the speech with area
student editors and student leaders and som members of the
service community. Obviously, this would work best if the event
is in a major media market.
Other possibilities:
O Hillary Rodam Clinton in Philadelphia:
If possible, the First Lady might also assist in the launch at an
alternative site from the President's such as Philadelphia where
she would participate in a service event that involved child
immunization.
O
Evening news formats:
In addition to possibilities with NcNeil-Lehrer and CNN, we would
like to explore expanded stories for the evening news programs
such as Tom Brokaw's special interview features.
MEMORANDUM
TO:
Eli Segal
CC:
Distribution
FR:
David Dreyer, Jonathan Prince
RE:
National Service Communications Strategy Meeting, 1/25/93
DT:
January 26, 1993
Monday's meeting outlined some broad themes, some potential problems, some items for
research, a potential timeline, and the beginnings of a list of potential
communications mechanisms.
BROAD THEMES
There are two broad aspects of the national service program that were linked to each
other by Bill Clinton during the campaign: service as a national priority and universal
access to higher education.
Universal Access to Higher Education
This is the first target for examination:
1 Does the American public believe the President has committed to providing universal
access?
2 How important is that to them?
3 Is that commitment inextricably linked to national service or would public demand
be satisfied through an alternative means of resolution?
4 At what pace does the public expect the President to move towards universal access?
(students per year, percentage of need...)
Service as a National Priority
You effectively described the broad themes:
Citizenship
Diversity
Self-esteem
National needs.
An interesting corollary to this is the obvious ease with which this message enhances
and underscores the broader contribution theme outlined by Carville.
POTENTIAL PROBLEMS
From a political/communications perspective the first major problem is the depth of
the public's perception that the President has promised to provide universal access
to education through the National Service Trust Fund. As indicated above, this should
be explored through appropriate research.
The second issue for concern is the gap between the universal, nationwide character
of the rhetoric and the current focus on youth as the only targeted group. We need
to explore opportunities - and related payoffs - to every demographic segment of the
population.
Third, is the difficulty in crafting a real program that will produce the diversity
that is a core objective of the philosophical program. There must be a carefully
created balance that provides opportunities attractive to whites in middle-class
suburbs and minorities in inner cities.
Finally, there is a need to communicate to the public that this is not Points of Light,
this is not volunteerism, this is not necessarily a jobs program. We must frame the
core message of the program exactly as we want it framed. I believe that it is
something akin to: Each of us has an obligation to contribute, but nobody is asking
for something for nothing; contributions provide a return on your investment. This
also needs exploration; we need to get a better grasp on current public perception
about what national service means to people, about what they expect from it, what they
want from it, and what they believe the President has promised. That information is
essential to the refinement of the ultimate core message.
RESEARCH
The consensus last night was that, ideally, we would focus group prior to developing
an instrument. Obviously, this must be discussed with the experts.
We have referred previously to the general topics identified thus far as needing
exploration. In quick summation, they deal broadly with:
1 The interconnectedness of universal access to higher education and the national
service program;
2 The extent to which people believe the President has committed to providing
universal access;
3 What form Bill Clinton's national service program currently takes in the national
mindset; and
4 What the most compelling message about national service is.
Additionally, mention was given to:
5 A name. As you have stressed, this is a critical component of the program's
eventual success; it provides a focus and a rallying cry; it has the potential to
become one of the defining characteristics of the President's term. Finally,
6 An examination of youth receptivity to a program directed much more towards post-
high school opportunities and less towards post-college opportunities.
TIMELINE
There was a great deal of discussion over the relative benefits between rapid
introduction of legislation (30 days) or a slower approach (6 months). Although there
was a general consensus that the six month approach was the better one, we will quickly
summarize the arguments for each.
Thirty Days
1 No successful social program in history has been passed gradually; they have all
been essentially rammed through Congress.
2 Immediate passage of legislation gives the program a focus around which to organize
and build gradually.
3 Starting immediately instead of engaging first in a communications campaign helps
to ensure that demand will not quickly exceed supply.
4 If we are going to have a series of difficult battles in the near term (economic
program, health care reform, gays in the military, and SO forth), this provides an
opportunity for an early win.
Six Months
1 Most of the social programs in history have turned into bureaucratic disasters; that
may be the single greatest risk inherent in this program's development (recall the
message behind Eli's pledge to quit if ever the program has more than 100
employees).
2 Holding the legislation out in front as a short-term goal provides a target to shoot
for and an early rationale for a nationwide campaign to build public demand.
3 There is a terrific opportunity in a campaign-style, take this on the road approach
to crafting nationwide support for the program. The six or SO months could be used
to powerful advantage as a component of crafting the President's persona and,
additionally, as a second-track vehicle for the delivery of the Carville
contribution message.
4 There is no compelling need for immediate legislation; we can have a name, a slogan,
a logo, and even a pilot program without it.
5 Hold the win in the can and pop it when we really need it.
COMMUNICATIONS MECHANISMS
In no particular order, a not-exhaustive list of ideas mentioned:
1 A Presidential op-ed in The New York Times, defining the call to service. Perhaps
including a directive from the President to the entire White House staff and the
Cabinet to devote one day a month to service.
2 A national contest to name the service corps.
3 A similar contest, along the lines of Ron Brown's campaign commercial contest .ast
year, to create a public relations campaign.
4 Targeted mailings to college students of the above op-ed.
5 Mailings of a cassette with excerpts from the Inaugural Address and/or the President
talking about service. Include donated music by industry supporters (Michael Stipe,
etc.)
6 Rock-the-Vote town meetings at the University of Michigan, the University of
Washington, and the University of Iowa. Others
7 An Eli Segal and company road show, complete with celebrities.
8 The President of the United States jogging in matching tee shirts with a group of
participants from different, existing programs (City Year, Public Allies).
9 A major Presidential address.
10 President/Congressman joint service projects in districts.
Obviously, this list doesn't begin to scratch the surface of potential communications
tools. The guiding principle of the campaign however should be to make a lot of noise,
to generate excitement, and create a true demand.
We hope this is helpful. At your convenience, we should reconvene the same group or
a sub-set of smaller working groups.
Distribution:
Boorstin
Byrne
Eller
Enright
Gordon
Greenberg
Johnson
Moffett
Seidman
Stephanopoulos
Toback
Waldman
MEMORANDUM
TO:
Eli Segal
CC:
Distribution
FR:
David Dreyer, Jonathan Prince
RE:
National Service Communications Strategy Meeting, 1/25/93
DT:
January 26, 1993
Monday's meeting outlined some broad themes, some potential problems, some items for
research, a potential timeline, and the beginnings of a list of potential
communications mechanisms.
BROAD THEMES
There are two broad aspects of the national service program that were linked to each
other by Bill Clinton during the campaign: service as a national priority and universal
access to higher education.
Universal Access to Higher Education
This is the first target for examination:
1 Does the American public believe the President has committed to providing universal
access?
2 How important is that to them?
3 Is that commitment inextricably linked to national service or would public demand
be satisfied through an alternative means of resolution?
4 At what pace does the public expect the President to move towards universal access?
(students per year, percentage of need...)
Service as a National Priority
You effectively described the broad themes:
Citizenship
Diversity
Self-esteem
National needs.
An interesting corollary to this is the obvious ease with which this message enhances
and underscores the broader contribution theme outlined by Carville.
POTENTIAL PROBLEMS
From a political/communications perspective the first major problem is the depth of
the public's perception that the President has promised to provide universal access
to education through the National Service Trust Fund. As indicated above, this should
be explored through appropriate research.
The second issue for concern is the gap between the universal, nationwide character
of the rhetoric and the current focus on youth as the only targeted group. We need
to explore opportunities - and related payoffs - to every demographic segment of the
population.
Third, is the difficulty in crafting a real program that will produce the diversity
that is a core objective of the philosophical program. There must be a carefully
created balance that provides opportunities attractive to whites in middle-class
suburbs and minorities in inner cities.
Finally, there is a need to communicate to the public that this is not Points of Light,
this is not volunteerism, this is not necessarily a jobs program. We must frame the
core message of the program exactly as we want it framed. I believe that it is
something akin to: Each of us has an obligation to contribute, but nobody is asking
for something for nothing; contributions provide a return on your investment. This
also needs exploration; we need to get a better grasp on current public perception
about what national service means to people, about what they expect from it, what they
want from it, and what they believe the President has promised. That information is
essential to the refinement of the ultimate core message.
RESEARCH
The consensus last night was that, ideally, we would focus group prior to developing
an instrument. Obviously, this must be discussed with the experts.
We have referred previously to the general topics identified thus far as needing
exploration. In quick summation, they deal broadly with:
1 The interconnectedness of universal access to higher education and the national
service program;
2 The extent to which people believe the President has committed to providing
universal access;
3 What form Bill Clinton's national service program currently takes in the national
mindset; and
4 What the most compelling message about national service is.
Additionally, mention was given to:
5 A name. As you have stressed, this is a critical component of the program's
eventual success; it provides a focus and a rallying cry; it has the potential to
become one of the defining characteristics of the President's term. Finally,
6 An examination of youth receptivity to a program directed much more towards post-
high school opportunities and less towards post-college opportunities.
TIMELINE
There was a great deal of discussion over the relative benefits between rapid
introduction of legislation (30 days) or a slower approach (6 months). Although there
was a general consensus that the six month approach was the better one, we will quickly
summarize the arguments for each.
Thirty Days
1 No successful social program in history has been passed gradually; they have all
been essentially rammed through Congress.
2 Immediate passage of legislation gives the program a focus around which to organize
and build gradually.
3 Starting immediately instead of engaging first in a communications campaign helps
to ensure that demand will not quickly exceed supply.
4 If we are going to have a series of difficult battles in the near term (economic
program, health care reform, gays in the military, and so forth), this provides an
opportunity for an early win.
Six Months
1 Most of the social programs in history have turned into bureaucratic disasters; that
may be the single greatest risk inherent in this program's development (recall the
message behind Eli's pledge to quit if ever the program has more than 100
employees).
2 Holding the legislation out in front as a short-term goal provides a target to shoot
for and an early rationale for a nationwide campaign to build public demand.
3 There is a terrific opportunity in a campaign-style, take this on the road approach
to crafting nationwide support for the program. The six or so months could be used
to powerful advantage as a component of crafting the President's persona and,
additionally, as a second-track vehicle for the delivery of the Carville
contribution message.
4 There is no compelling need for immediate legislation; we can have a name, a slogan,
a logo, and even a pilot program without it.
5 Hold the win in the can and pop it when we really need it.
COMMUNICATIONS MECHANISMS
In no particular order, a not-exhaustive list of ideas mentioned:
1 A Presidential op-ed in The New York Times, defining the call to service. Perhaps
including a directive from the President to the entire White House staff and the
Cabinet to devote one day a month to service.
2 A national contest to name the service corps.
3 A similar contest, along the lines of Ron Brown's campaign commercial contest last
year, to create a public relations campaign.
4 Targeted mailings to college students of the above op-ed.
5 Mailings of a cassette with excerpts from the Inaugural Address and/or the President
talking about service. Include donated music by industry supporters (Michael Stipe,
etc.).
6 Rock-the-Vote town meetings at the University of Michigan, the University of
Washington, and the University of Iowa. Others
7 An Eli Segal and company road show, complete with celebrities.
8 The President of the United States jogging in matching tee shirts with a group of
participants from different, existing programs (City Year, Public Allies).
9 A major Presidential address.
10 President/Congressman joint service projects in districts.
Obviously, this list doesn't begin to scratch the surface of potential communications
tools. The guiding principle of the campaign however should be to make a lot of noise,
to generate excitement, and create a true demand.
We hope this is helpful. At your convenience, we should reconvene the same group or
a sub-set of smaller working groups.
Distribution:
Boorstin
Byrne
Eller
Enright
Gordon
Greenberg
Johnson
Moffett
Seidman
Stephanopoulos
Toback
Waldman
MEMORANDUM
TO:
Eli Segal
CC:
Distribution
FR:
David Dreyer, Jonathan Prince
RE:
National Service Communications Strategy Meeting, 1/25/93
DT:
January 26, 1993
Monday's meeting outlined some broad themes, some potential problems, some items for
research, a potential timeline, and the beginnings of a list of potential
communications mechanisms.
BROAD THEMES
There are two broad aspects of the national service program that were linked to each
other by Bill Clinton during the campaign: service as a national priority and universal
access to higher education.
Universal Access to Higher Education
This is the first target for examination:
1 Does the American public believe the President has committed to providing universal
access?
2 How important is that to them?
3 Is that commitment inextricably linked to national service or would public demand
be satisfied through an alternative means of resolution?
4 At what pace does the public expect the President to move towards universal access?
(students per year, percentage of need...)
Service as a National Priority
You effectively described the broad themes:
Citizenship
Diversity
Self-esteem
National needs.
An interesting corollary to this is the obvious ease with which this message enhances
and underscores the broader contribution theme outlined by Carville.
POTENTIAL PROBLEMS
From a political/communications perspective the first major problem is the depth of
the public's perception that the President has promised to provide universal access
to education through the National Service Trust Fund. As indicated above, this should 1
be explored through appropriate research.
The second issue for concern is the gap between the universal, nationwide character
of the rhetoric and the current focus on youth as the only targeted group. We need
to explore opportunities - and related payoffs - to every demographic segment of the
population.
Third, is the difficulty in crafting a real program that will produce the diversity
that is a core objective of the philosophical program. There must be a carefully
created balance that provides opportunities attractive to whites in middle-class
suburbs and minorities in inner cities.
Finally, there is a need to communicate to the public that this is not Points of Light,
this is not volunteerism, this is not necessarily a jobs program. We must frame the
core message of the program exactly as we want it framed. I believe that it is
something akin to: Each of us has an obligation to contribute, but nobody is asking
for something for nothing; contributions provide a return on your investment. This
also needs exploration; we need to get a better grasp on current public perception
about what national service means to people, about what they expect from it, what they
want from it, and what they believe the President has promised. That information is
essential to the refinement of the ultimate core message.
RESEARCH
The consensus last night was that, ideally, we would focus group prior to developing
an instrument. Obviously, this must be discussed with the experts.
We have referred previously to the general topics identified thus far as needing
exploration. In quick summation, they deal broadly with:
1 The interconnectedness of universal access to higher education and the national
service program;
2 The extent to which people believe the President has committed to providing
universal access;
3 What form Bill Clinton's national service program currently takes in the national
mindset; and
4 What the most compelling message about national service is.
Additionally, mention was given to:
5 A name. As you have stressed, this is a critical component of the program's
eventual success; it provides a focus and a rallying cry; it has the potential to
become one of the defining characteristics of the President's term. Finally,
6 An examination of youth receptivity to a program directed much more towards post-
high school opportunities and less towards post-college opportunities.
TIMELINE
There was a great deal of discussion over the relative benefits between rapid
introduction of legislation (30 days) or a slower approach (6 months). Although there
was a general consensus that the six month approach was the better one, we will quickly
summarize the arguments for each.
Thirty Days
1 No successful social program in history has been passed gradually; they have all
been essentially rammed through Congress.
2 Immediate passage of legislation gives the program a focus around which to organize
and build gradually.
3 Starting immediately instead of engaging first in a communications campaign helps
to ensure that demand will not quickly exceed supply.
4 If we are going to have a series of difficult battles in the near term (economic
program, health care reform, gays in the military, and SO forth), this provides an
opportunity for an early win.
Six Months
1 Most of the social programs in history have turned into bureaucratic disasters; that
may be the single greatest risk inherent in this program's development (recall the
message behind Eli's pledge to quit if ever the program has more than 100
employees).
2 Holding the legislation out in front as a short-term goal provides a target to shoot
for and an early rationale for a nationwide campaign to build public demand.
3 There is a terrific opportunity in a campaign-style, take this on the road approach
to crafting nationwide support for the program. The six or so months could be used
to powerful advantage as a component of crafting the President's persona and,
additionally, as a second-track vehicle for the delivery of the Carville
contribution message.
4 There is no compelling need for immediate legislation; we can have a name, a slogan,
a logo, and even a pilot program without it.
5 Hold the win in the can and pop it when we really need it.
COMMUNICATIONS MECHANISMS
In no particular order, a not-exhaustive list of ideas mentioned:
1 A Presidential op-ed in The New York Times, defining the call to service. Perhaps
including a directive from the President to the entire White House staff and the
Cabinet to devote one day a month to service.
2 A national contest to name the service corps.
3 A similar contest, along the lines of Ron Brown's campaign commercial contest last
year, to create a public relations campaign.
4 Targeted mailings to college students of the above op-ed.
5 Mailings of a cassette with excerpts from the Inaugural Address and/or the President
talking about service. Include donated music by industry supporters (Michael Stipe,
etc.).
6 Rock-the-Vote town meetings at the University of Michigan, the University of
Washington, and the University of Iowa. Others
7 An Eli Segal and company road show, complete with celebrities.
8 The President of the United States jogging in matching tee shirts with a group of
participants from different, existing programs (City Year, Public Allies).
9 A major Presidential address.
10 President/Congressman joint service projects in districts.
Obviously, this list doesn't begin to scratch the surface of potential communications
tools. The guiding principle of the campaign however should be to make a lot of noise,
to generate excitement, and create a true demand.
We hope this is helpful. At your convenience, we should reconvene the same group or
a sub-set of smaller working groups.
Distribution:
Boorstin
Byrne
Eller
Enright
Gordon
Greenberg
Johnson
Moffett
Seidman
Stephanopoulos
Toback
Waldman