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From: Date: Re: Interested Parties Mike Tate, Democratic Party of Wisconsin March 30, 2012 Strategic Plan to Defeat Scott Walker

Background
In the tumultuous year since Scott Walker dropped what he called the bomb on working Wisconsin families, Walkers extreme agenda has stripped workers of their rights, raised taxes on working families, and wrought economic disaster that has Wisconsin leading the nation in job loss. Scott Walker has become a poster child for right-wing extremists and their powerful corporate allies like Charles and David Koch. However, working families have made a historic stand and fought back. By boldly working together with more than 75 grassroots organizations, we turned in more than 1.9 million signatures to recall Scott Walker, Rebecca Kleefisch, and four right-wing state Senators making this grassroots effort the most participated-in recall in the history of the United States. Today, the Government Accountability Board certified our signatures and set June 5 as the recall election date. This election will be the first major battleground of the 2012 cycle, and what happens in Wisconsin has major implications for the direction of both Wisconsin and our great nation. It is in Wisconsin where we will decide if the halls of power are to be forever hijacked by extreme Tea Party politicians and their powerful special interests or if our democracy is still open to ordinary, hardworking people. How this question is decided will be crucial in the fight for the U.S Senate, the U.S. House, and the White House, as Politico noted on February 14th, President Barack Obamas campaign has mapped out several paths to reelection -- some run through Florida, some through Pennsylvania, some through Ohio. All of them run through Wisconsin. But Scott Walker and his allies arent going down without a fight. Charles and David Koch have gone on record stating that they are committed to spending millions in support of Walker, and the entire national Republican machine is already on the ground in Wisconsin. Theyve invested heavily with television, staff, out-of-state volunteers and dirty tricks. They know the stakes and theyre upping the ante. Scott Walker himself has embarked on an unprecedented, out-of-state fundraising blitz to pay for television ads that mislead the public about his ruinous reign -- raising a record $12 million.
Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

We expect Scott Walker and his right-wing billionaire allies, like David Koch and Bob Perry, to raise and spend more than $70 million before the general election on June 5. Unlike Scott Walker, our campaign has been fueled by tens of thousands of small dollar donors. Since October 10, our online grassroots activists have joined together to raise nearly $1.2 million with an average donation of $23. In total, weve raised more than $2.2 million. We dont have access to nearly unlimited sources of special interest cash like Scott Walker does, but money cant cast a ballot at the polling booth only people can. Unfortunately for Scott Walker, the people of Wisconsin are standing united against him in astounding numbers. In addition to the more than 100,000 generous individuals who have made a donation, more than 263,000 people have signed up to join our campaign with more than 33,000 of them volunteering on the ground in more than 16 field offices across the state. These numbers dont even include those in the database weve created of the more than 1.9 million signatures from Wisconsinites all across our state that volunteers collected to recall Scott Walker, Rebecca Kleefisch, and four right-wing state Senators. Throughout the last year, people like you have shown an incredible amount of strength and determination. You faced intimidation, name-calling, foul behavior, and even threats of violence. Scott Walker and his Koch-backed friends said you would fail. Walker himself belittled you. He even said our people-powered movement was nothing more than a "small minority." But you persevered and kept your promise to the working families who are under an unprecedented assault by the extreme right-wing of the Republican Party. You made history. You recalled Scott Walker. The only way I can properly thank the hundreds of thousands of people, who like you have united to stand up to Scott Walker, is to work with you to deliver the victory you deserve on June 5. Thats why Ive put together our strategy documents from all of our departments and invited grassroots activists from all across Wisconsin and the United States to weigh in on our strategy as a part of our nationwide day of unity on April 4. Please take a moment to review the attached documents, share them with your friends and chip in with a grassroots donation of $5 to defeat Scott Walker on June 5 by visiting http://www.wisdems.org/strategy. I cant wait to hangout with all of you online on April 4 so we can discuss our strategic plan to defeat Scott Walker. Thank you, Mike Tate Chair, Democratic Party of Wisconsin
Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

Table of Contents
BACKGROUND POLLING EXPECTED RECALL VOTER TURNOUT MEDIA AND COMMUNICATIONS ANTI-WALKER EARNED AND PAID MEDIA EFFORTS WOMEN AGAINST WALKER JOHN DOE CRIMINAL CORRUPTION PROBE OF SCOTT WALKER DIGITAL STRATEGY: ONLINE ORGANIZING, FUNDRAISING, ADVERTISING AND SOCIAL MEDIA ONLINE ORGANIZING ONLINE ADVERTISING ONLINE FUNDRAISING SOCIAL MEDIA WEBSITE AND MICROSITES FIELD PROGRAM VOTER REGISTRATION PHOTO ID VOLUNTEER PHOTO ID EDUCATION VOTER PHOTO ID IDENTIFICATION PHOTO ID DATA ENTRY VOTER IDS IMPACT ON THE ELECTORATE VOTER CONTACT PROGRAM CALENDAR OF IMPORTANT RECALL DATES 1 4 4 4 4 5 5 6 6 6 7 7 7 8 8 8 9 9 9 9 10 11

Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

Polling
Polling on Scott Walker and the recall has remained remarkably consistent since he launched his ideological attack on workers and families last year Walker remains the most polarizing governor in the country. Public Policy Polling: Walker approval: 47% Walker disapproval: 52% The same poll also shows that Walkers standing with independents continues to deteriorate. Identifying these independents and turning them out to vote will be crucial to winning the election: Walker Approval Rating by Democrats, Republicans and Independents Base Dem GOP Independent Approve 47% 7% 92% 43% Disapprove 52% 91% 6% 55% In addition, women are also an important demographic that we must turn out to vote in large numbers on June 5 if we are to defeat Scott Walker: Walker Approval Rating by Gender Base Woman Approve 47% 44% Disapprove 52% 54% Man 50% 49%

All of the recent public polls by well- established, non-partisan polling organizations show our potential nominees are either leading Scott Walker or are within the margin of error. This coincides with our internal polls.

Expected Recall Voter Turnout

Expected Turnout: 2.17 million votes Number needed to defeat Walker: 1.1 million votes

Media and Communications

Anti-Walker Earned and Paid Media Efforts
Scott Walker and his allies have spent more than $8 million on misleading television ads, but this obscene spending has not changed his standing with Wisconsin voters. This is largely due to the fact that Wisconsinites have felt the pain of Walkers first year in office and have seen and experienced the disastrous results of his so-called reforms first hand: record job loss, more students and fewer teachers in the classroom, higher taxes, and Wisconsin communities on the decline. Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 4
Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

Scott Walker has no other choice but to flood the airwaves with advertisements that attempt to cover up his failures. A primary between multiple bona fide Democratic candidates will give Walker few good messaging options. He can: a) continue to defend his own failed record; b) spend resources attacking a candidate who may not be his general election opponent; or c) split up his resources and pursue both strategies. None of these paths present the opportunity he needs to turn the election into a choice between two candidates. This election remains wholly a referendum on Scott Walker, and it is our responsibility to keep it that way. Throughout the next phase of the recall, the Democratic Party of Wisconsin will continue our aggressive earned and paid media efforts to keep Scott Walker on the defensive. The most effective anti-Walker message focuses on the fundamental fact that he lied to the people of Wisconsin about what he would do as governor. Other key messages include: Scott Walker and his administration are not working for Wisconsin middle-class families (example: cutting public education by $2.6 billion to pay for more than $2.3 billion in handouts to out-of-state corporations and the super-rich) Scott Walker is solely interested in power grabs for himself and his cronies (examples: redistricting process in which Walkers legislative Republicans signed secrecy oaths) Scott Walker is out-of-touch and too extreme for Wisconsin families (example: Walker supports amending our Wisconsin constitution to ban common forms of birth control and outlaw abortion across the board -- even in cases of rape and incest, or if a woman's life is in danger)

Additionally, our communications and research staff daily engages with Scott Walker and his allies in a rapid response style, calling out hypocrisy, manipulation and outright lies in both traditional and social media. We make frequent use of the thousands of hours of tracking footage we have acquired of Scott Walkers public and private appearances since 2009. Women Against Walker The Democratic Party of Wisconsin has also recently launched a Women Against Walker group to highlight Scott Walkers war on women and families. In addition to exposing Walkers support of the same extreme personhood amendment that was rejected by voters in Mississippi, our Women Against Walker group has worked to inform Wisconsinites about Walkers radical agenda that has defunded Planned Parenthood, kicked thousands of children off Badgercare, and ended comprehensive, age appropriate sex education. John Doe Criminal Corruption Probe of Scott Walker Since the recall effort began, the ongoing criminal investigation of Scott Walkers current and former administration has developed into a full-blown scandal of historic implications that reinforces the image of Scott Walkers administration as being corrupt.
Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

With the creation of a criminal defense fund, the scandal appears to be leading directly towards Scott Walker. According to Wisconsin law, this fund can only be established if Scott Walker is "being investigated, being charged with or has been convicted of a criminal violation. This historic criminal corruption scandal has already led to the arrests of six of Walkers top aides and associates. To inform voters of the ongoing criminal probe, the Democratic Party of Wisconsin has established an interactive micro-site at http://www.WalkerInvestigation.com. This website invites members of the public to join the investigation and crack the case. This site is supported with online advertising, email and social media campaigns. Furthermore, the Democratic Party of Wisconsin ran the first ad of the recall campaign on the scandal; the "Walkergate" ad was met with an overwhelmingly positive response from supporters and political pundits across the country: It's a blistering side-by-side comparison of the arrests of his former aides and the Watergate scandal, with the words "Scott Walker" and "Watergate" merging together on the screen over a series of news clips to become "Walkergate." -- Politico "The Wisconsin Democratic Party is pulling no punches against Republican Gov. Scott Walker right out of the gate with its first TV ad, likening him to Richard Nixon in a rough spot debuting on Monday." -- National Journal This hard-hitting advertisement has been viewed more than 67,000 times on YouTube and was reported on in media markets across Wisconsin.

Digital Strategy: Online Organizing, Fundraising, Advertising and Social Media

Online Organizing The Democratic Party of Wisconsin has invested in an innovative online organizing toolset that has provided us with an unprecedented level of integration between our online efforts and our program. Our current system has allowed us to minimize data silos and rapidly create online campaigns that automatically segment volunteers into their respective volunteer regions, making them available for instant contact by field organizers on the ground. Online Advertising Our online advertising efforts have focused on highly targeted advertisements through Facebook, Google, YouTube and other advertising networks to generate support for the recall effort, persuade voters, and facilitate donations to fund the recall effort. The Democratic Party of Wisconsins online advertising campaigns have generated millions of impressions and click-throughs to recall-focused content on WisDems.org, Facebook and WalkerInvestigation.com. As we move into the election phase, the Democratic Party of Wisconsin plans to continue our advertising campaigns and create new ones that will focus on voter persuasion, rapid response, supporter engagement, and get-out-the-vote operations.
Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

Online Fundraising The Democratic Party of Wisconsin raises money for the recall effort through its large email list and through online tools like ActBlue, which allow recall supporters to easily create their own fundraising pages in support of the recall effort. As we move into the election phase, we will continue to count on our online supporters to fuel our grassroots campaign and counter Scott Walkers corporate millions. Social Media Since the recall effort began, the Democratic Party of Wisconsins social media presence has grown to Facebook, Twitter, YouTube, Flickr, Ustream.TV and Google+. On Facebook, our official page has grown to nearly 30,000 likes, making it the most liked and active State Party (Democratic or Republican) Facebook page in the entire country. On YouTube, our videos have been watched more than 160,239 times. The Democratic Party of Wisconsin has invested heavily in social media and innovative online campaigns because social media has the power to counter the millions of dollars Scott Walker is spending on broadcast communications. Social politicking allows recall supporters to do what progressives in Wisconsin have always done well: run effective grassroots campaigns where neighbors talk to neighbors, friends talk to friends, and family members talk to family members about Scott Walkers abuses and the need for change. Website and Microsites WisDems.org The Democratic Party of Wisconsin website at www.wisdems.org is the official recall Scott Walker headquarters and is now one of the most-visited Democratic websites in the country. We regularly update the website with the latest press releases, blog entries, and Scott Walker failure files. In addition, our website hosts our grassroots activist toolset that allows recall supporters to easily find and download information, create their own events, find recall offices, volunteer, and contribute to the campaign. Our investment in our website and our highly engaged supporters, have allowed WisDems.org to greatly surpass Scott Walkers website in terms of unique visitors and traffic:

Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

As we enter the Get-Out-The-Vote (GOTV) phase of the campaign, the Democratic Party of Wisconsin will implement additional tools, such as virtual phone banking, that will truly make our website the central hub for all supporter activity to defeat Scott Walker. WalkerInvestigation.com To inform voters of the ongoing criminal probe, the Democratic Party of Wisconsin has established an interactive micro-site at http://www.WalkerInvestigation.com that invites members of the public to join the investigation and crack the case. This website is supported with online advertising, email and social media campaigns.

Field Program
Wisconsin is the quintessential swing state, and elections are truly won or lost in the field. There is no question that the recall election will come down to turnout, and a robust field and get-out-the- vote (GOTV) effort will be a critical element of a winning campaign. The Democratic Party of Wisconsin will use the best technology and the most sophisticated tactics to identify our voters and get them to the polls. Managing more than 33,000 on-the-ground volunteers is no easy task. To support the amazing work done by our grassroots activists, weve opened more than 16 field offices in Appleton, Green Bay, Chippewa Falls, Madison, Eau Claire, Platteville, Kenosha, La Crosse, Milwaukee North Side Milwaukee North Shore, River Falls, Portage, Oshkosh, Waukesha, Racine, and Wausau. Voter Registration Field organizers and volunteers on the ground will provide voter-registration materials to individuals who require them through our voter contact programs.

Photo ID
On March 12, a Wisconsin judge declared that Scott Walkers attempt to disenfranchise hundreds of thousands of seniors, minorities and students by requiring restrictive forms of photo ID to vote violated the Wisconsin State Constitution. In the ruling, the judge blasted Scott Walker and his administration: A government that undermines the very foundation of its existence the peoples inherent, pre-constitutional right to vote -- imperils its legitimacy as a government by the people, for the people, and especially of the people, -- Dane County Circuit Judge Richard Niess Scott Walkers Republican Attorney General has appealed the decision and appeals courts forwarded the lawsuits directly to the Wisconsin State Supreme Court, which as of this memo has not yet announced whether or not it will take the cases. Studies in Wisconsin have shown that more than 200,000 Wisconsin residents lack a state-issued photo ID, but are otherwise eligible to vote. In local elections this past February, reports surfaced
Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

of Veterans being unable to vote because they showed up to the polls with a Department of Veterans Affairs photo ID card, which is not on the approved list under the legislation signed into law by Scott Walker. If the State Supreme Court rules the photo ID law constitutional, ensuring that voters have the proper forms of photo ID to voter will be crucial to our ability to defeat Scott Walker. While the Democratic Party of Wisconsin is hopeful that the law will be ruled unconstitutional, we must proceed with our plans to work with partner organizations and break down the barriers posed by law. Our goals include the following: effectively target the universe of Democratic voters that likely lack a photo ID for voting; educate volunteers on the basics of the new voter ID law; make in-person contact with that universe to collect accurate data and enter results; do effective follow-up education and outreach to ensure that voters lacking valid photo ID have the resources and knowledge needed to acquire an ID for voting; and ensure that on election day voters bring their photo IDs to the polls. Volunteer Photo ID Education Field staff are conducting volunteer leadership trainings through the recall primary and will train volunteers with the basics of the Voter ID law so that they may then contact voters and identify those who have proper IDs to vote and those who do not. Voter Photo ID Identification A diverse volunteer pool will be recruited to fill canvass shifts during both the recall primary and recall general election that will include bilingual speakers in necessary areas. The canvasses will use a basic script to find out if the person at the door has an ID that can be used for voting. Canvassers will also carry a simple door-card with information on using a photo ID for voting and how to obtain one if they dont already have one. Photo ID Data Entry Once data is collected it will be entered in our voter database. We will then be able to pull and export lists of voters who do not have accepted forms of ID, birth certificates or who need any other follow up. This data collected during the recall primary period will be made available to the Democratic candidate in the general election. Voter IDs Impact on the Electorate African American
African Americans represent 6.3% of the total state population of Wisconsin 55% of African American men and 49% of African American women do not have drivers licenses 78% of African American men age 18-24 and 66% of African American women age 18-24 do not have drivers licenses The Milwaukee County Board passed a measure that will allow the county to give out free birth certificates to those needing the birth certificate to obtain a Voter ID.

Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

American Indian
There are 11 native tribes in Wisconsin American Indians represent 1% of the total state population Many American Indians live on tribal land but others do not

Hmong

Latino

Hmong represent 0.6% of the total state population Of the Hmong population 96% do not speak English at home Voter ID educational materials must be translated into Hmong

Seniors

Latinos represent 5.9% of the population 46% of Latino men and 59% of Latino women do not have drivers licenses Voter ID educational materials must be translated into Spanish

Students

23% of Wisconsin seniors lack a valid drivers license

UW-System student IDs are approved as an acceptable photo ID for voting; however, most students need to acquire a new ID that is compliant. Students must provide proof of enrollment when they go to the polling place

Voter Contact Program

Our direct voter contact program is meant to collect two key pieces of data: 1) is the voter supportive of our candidate; and if so, 2) does the voter have a valid ID for voting? By tracking this information, we will be able to do effective follow-ups to voters who lack valid ID. All voters that do not have proper ID will receive follow-up by phone. There are several different paths to obtaining an acceptable photo identification to vote. The primary purpose of the follow up call is to walk through the specific plan for this person to get their identification. Additionally, this call serves as a reminder to obtain identification. The targets will receive a call every two weeks and people will not be removed from the list until they obtain their identification. A special team of advocate volunteers in the field will be on call to assist voters who have mobility issues or who need transportation to the DMV. These volunteers will have a more in-depth level of training, as they will be accompanying voters to the DMV where they may need to advocate for the voter.

Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

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Calendar of Important Recall Dates

Friday, March 30:
GAB certifies recall signatures and calls for May 8 primary and June 5 general election United to Defeat Scott Walker House Parties Strategic Plan Presented to Activists and Supporters Suggestions/revisions incorporated into strategic plan. Plan becomes finalized. Nomination Papers from Candidates are Due

Wednesday, April 4: Tuesday, April 10:

Tuesday, May 8: Gubernatorial recall primary Saturday, June 2: GOTV Begins Tuesday, June 5: Election Day

Democratic Party of Wisconsin 110 King Street, Suite 203 Madison WI 53703 www.wisdems.org 608.255.5172 Authorized and Paid for by the Democratic Party of Wisconsin, Mike Tate, Chair

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