case analysis

The Hillary Clinton Web Marketing Case Chris Houliez

April 2015 Former U.S. First Lady, Senator and Secretary of State Hillary Rodham Clinton just announced her 2016 U.S. presidential bid. She already was a candidate eight years ago, but lost the democratic primaries to then-Senator Barack Obama. In the following pages, you will find some background information on Mrs. Clinton, along with a few recent press articles on her announcement. I am also including screen captures of some of her official websites and social media pages. Please take the time, before answering any questions, to read all of the following pages. Once you have done so, please use the exam sheet (the one containing the other final exam questions, not a booklet) to answer the following three questions. Good luck to all! --- Chris Question A (40% of your mark for the case section of the final exam) Based on the information provided in the following pages, please do a SWOT analysis of Hillary Clinton as a U.S. presidential candidate. Note 1: it is OK to use, for your SWOT, information (about Mrs. Clinton, but also about the U.S. economy, for instance) not coming from the following pages (fictional example: if you think that a strong U.S. dollar will be a threat for Mrs. Clinton’s campaign, even though the following pages do not mention anything about the U.S. dollar exchange rate, it is OK to use that general business information in your SWOT). Note 2: when writing your SWOT, no telegraphic style please, I need full sentences in proper English. Lastly, clearly separate, in your answer, the four different parts of your SWOT. And for each of those different parts, I suggest you use bullet points to clearly separate each entry you will make. Question B (20% of your mark for the case section of the final exam) Based on what you have learned in chapters 6 (“Wed Development and Design”) and 7 (“Writing for Digital”), critique the few screen captures shown in the last few pages of this case. Would you do anything differently? In addition, tell me the type of web development issue(s) the Clinton tech team probably had to take care of, to make sure the “customer” online experience, when visiting an official webpage or social media account, would be optimal. Questions C1 and C2 (each counting for 20% of your mark for the case section of the final exam)

You have just been promoted Chief Technology Officer of the 2016 Hillary Clinton presidential campaign. Given the chosen “positioning” of the Clinton campaign (you will learn more about this in the case itself), and taking into account the SWOT analysis you conducted in Question 1, please tell me…

C1. …how you plan to lead this digital marketing campaign between now and November 2016 (date of the U.S. presidential election). Which media will you use? How? When? Why?

C2. …how you will weave this digital marketing campaign into the overall marketing campaign of Hillary Clinton.

Hillary Diane Rodham Clinton (born October 26, 1947) is an American attorney, politician and member of the Democratic Party. As the wife of the 42nd President of the United States, Bill Clinton, she was First Lady of the United States from 1993 to 2001. She then represented New York in the United States Senate from 2001 to 2009. In the 2008 election, Clinton was a leading candidate for the Democratic presidential nomination. From 2009 to 2013, she was the 67th United States Secretary of State, serving under President Barack Obama. Clinton formally announced her candidacy for the Democratic nomination for the presidency in the 2016 election on April 12, 2015.

A native of Illinois, Hillary Rodham was the first student commencement speaker at Wellesley College in 1969 and earned a J.D. from Yale Law School in 1973. After a stint as a Congressional legal counsel, she moved to Arkansas and married Bill Clinton in 1975. Rodham cofounded Arkansas Advocates for Children and Families in 1977; in 1978, she became the first female chair of the Legal Services Corporation; and in 1979, the first female partner at Rose Law Firm. The National Law Journal twice listed her as one of the hundred most influential lawyers in America. As First Lady of Arkansas from 1979 to 1981 and 1983 to 1992 with her husband as Governor, she led a task force that reformed Arkansas's education system. During that time, she sat on the board of directors of Wal-Mart and several other corporations.

As First Lady of the United States, her major initiative, the Clinton health care plan of 1993, failed to gain approval from the U.S. Congress. In 1997 and 1999, Clinton played a leading role in advocating the creation of the State Children's Health Insurance Program, the Adoption and Safe Families Act, and the Foster Care Independence Act. Her years as First Lady drew a polarized response from the American public. The only First Lady to have been subpoenaed, she testified before a federal grand jury in 1996 regarding the Whitewater controversy, but was never charged with wrongdoing in this or several other investigations during the Clinton presidency. Her marriage endured the Lewinsky scandal in 1998.

After moving to New York, Clinton was elected in 2000 the first female senator from the state; she is the only First Lady ever to have run for public office. Following the September 11, 2001, terrorist attacks, she supported military action in Afghanistan and the Iraq Resolution, but subsequently objected to the George W. Bush administration's conduct of the Iraq war. She opposed most of Bush's domestic policies. Clinton was re-elected to the Senate in 2006. Running in the 2008 Democratic presidential primaries, Clinton won far more primaries and delegates than any other female candidate in American history, but narrowly lost the nomination to Obama.

Selected to serve as Secretary of State by Obama, Clinton was confirmed by the Senate in January 2009, and served until February 2013. She was at the forefront of the U.S. response to the Arab Spring and advocated the U.S. military intervention in Libya. As Secretary of State, she took responsibility for security lapses related to the 2012 Benghazi attack, which resulted in the deaths of American consulate personnel, but defended her personal actions in regard to the matter. Clinton visited more countries than any other Secretary of State. She viewed "smart power" as the strategy for asserting U.S. leadership and values, by combining military power with diplomacy and American capabilities in economics, technology, and other areas. She encouraged empowerment of women everywhere and used social media to communicate the U.S. message abroad. Leaving office at the end of Obama's first term, she authored her fifth book and undertook speaking engagements before announcing her second run for the presidency in April 2015.

2016 presidential campaign As soon as Clinton ended her 2008 campaign there was talk of her running again in 2012 or 2016.[3] Speculation picked up sharply after she ended her tenure as Secretary of State in 2013,[4][5] particularly after she listed her occupation on social media as "TBD".[6][7][8]

Clinton had, at times, given conflicting answers about whether or not she wanted to run for President. In the months after leaving the State Department she claimed she had no desire to do so. At other times she hinted heavily that she did desire to do so and was widely seen as running for the Presidency. Anticipating a future run, a campaign-in- waiting began to take shape in 2014, including a large donor network, experienced operatives, the Ready for Hillary and Priorities USA Action political action committees, and other infrastructure.[9]

By September 2013, amid continual political and media speculation, Clinton said she was considering a run but was in no hurry to decide.[10] In late 2013, Clinton told ABC's Barbara Walters that she would "look carefully at what I think I can do and make that decision sometime next year.”[11] Clinton told ABC's Dianne Sawyer in June 2014 that she would "be on the way to making a decision before the end of the year".[12]

Status as front-runner for the Democratic nomination

Nationwide opinion polls for the Democratic nomination have largely put her as the front runner for the 2016 Democratic presidential nomination.[13][14][10] Clinton has enjoyed a broader sweep on endorsements from the Democratic establishment than she did in 2008.[15][16]

Book tour

In mid-2014, Clinton released her book Hard Choices focusing on her time in public life. She went on a nationwide book tour promoting it. Many commentators saw the book tour as a "pre-announcement event".[17] Noting its mechanics and many stops in small-book markets that happen to be located in swing-states and early-primary states many reporters view it as a dry-run for a Presidential Campaign.[18]

Announcement and campaign start Clinton, a month before her official announcement, speaking to the media at the United Nations Headquarters about the Emailgate controversy

The Clinton campaign had originally planned for a delayed announcement, possibly as late as July,[19][20][21] the campaign felt the need to advance that timeline due to the fallout of the Emailgate controversy.[22]

On April 3, 2015, it was reported that Clinton had taken a lease on a small office at 1 Pierrepont Plaza in Brooklyn, New York City, New York. It is widely speculated that the space will serve as her campaign headquarters. Morgan Stanley has a major office in the building, which is also the home of the law office of Loretta E. Lynch who is the United States Attorney for the Eastern District of New York and the current nominee for the Attorney General of the United States.[23][24]

It was reported on April 10 that Clinton would be making her official announcement on the following Sunday, April 12. Unlike her 2008 campaign announcement, which was held at a high school in Iowa and was attended by over 1,000 people, Clinton was expected to announce her 2016 campaign via video, and to avoid a large speaking announcement. She is expected to then travel to early primary states, such as Iowa and New Hampshire during the following week. Clinton was the third candidate with support in national polls to announce her candidacy, following Republican Senators Ted Cruz of Texas and Rand Paul of Kentucky, while Florida Senator Marco Rubio is expected to announce his candidacy on April 13, the day after Clinton. Many Democrats see the proximity of Clinton's campaign to Rubio's as strongly advantageous as Clinton's announcement could overshadow Rubio's.[25][26][27]

Hillary Rodham Clinton released the video and formally announced her candidacy via email at 3 p.m. EDT on April 12, 2015.[28] She stated that, "Everyday Americans need a champion. And I want to be that champion."[29]

In response to word of the impending announcement, the Republican National Committee spent more than $100,000 on a web advertisement pertaining to her controversies, targeting independent voters living in Colorado, Florida, Iowa, North Carolina, Ohio, and Virginia.[30]

Clinton is expected to begin her campaign by making small-scale trips to early primary and caucus states.[29]

(Source of the above text: Wikipedia).

The Digital Campaign • Teddy Goff, who led Obama’s digital operation, is expected to be a top digital adviser. Like Goff, Andrew Bleeker, another Obama digital alum, may also consult from the outside. • Stephanie Hannon, a former Google executive, is chief technology officer. • Katie Dowd, who worked for Clinton at the State Department and Clinton Foundation, is set to be digital director. • Jenna Lowenstein will be deputy digital director. She was previously vice president of digital engagement at EMILY’s List.

Affiliated Organizations • Ready for Hillary was founded by enthusiastic Clinton supporters in January 2013. Ready for Hillary has

raised more than $5.75 million for the presumptive candidate and has paid Clinton to rent the email list from her unsuccessful 2008 campaign.[31]

• Priorities USA Action has raised yet undisclosed millions for Clinton, focused mainly on the high-dollar donors.[32]

• Correct the Record is a campaign of Democratic Super-PAC American Bridge. It has been coordinating a pro-Hillary media effort.[33]

Article on CNET (April 12, 2015)

Hillary Clinton ramps up 2016 presidential bid with social media With plans to head toward Iowa to start her US presidential campaign, Hillary Clinton is also hitting digital trails on YouTube, Facebook, and Twitter.

Campaign stickers for Clinton's 2016 presidential campaign. Spencer Platt/Getty Images

Following an e-mail to select donors and supporters, Hillary Clinton's campaign team reached out Sunday to the masses and publicly announced her plans to run for the US presidency, via several social media sites.

An official YouTube account posted a two-minute video titled "Getting Started." In the short promo, several people announce personal resolutions they are getting ready for, which range from growing tomatoes to applying for jobs. Clinton appears near the end to say she is "getting ready to do something too," and declares, "I'm running for president."

Though YouTube view counts are still being verified at the time, the video has already garnered more than 2,000 comments, and her YouTube channel has racked up a bit over 5,700 subscribers. On her Facebook account, the same video was posted and has collected more than 607,000 views and 20,000 shares.

Meanwhile on Twitter, Clinton posted to her 3.25 million followers that she is seeking the presidency and that she wants to be a champion for Americans:

I'm running for president. Everyday Americans need a champion, and I want to be that champion. -H https://t.co/w8Hoe1pbtC

— Hillary Clinton (@HillaryClinton) April 12, 2015

Use of social media has quickly become one of the most prominent ways to increase brand awareness and support. As Clinton and other candidates drum up votes this year and the next, it'll be interesting to see how new platforms (other than Facebook and Twitter), will be utilized, such as Snapchat and Periscope.

At this moment, only two other people have announced their bids for the 2016 election: Texas Sen. Ted Cruz and Kentucky Sen. Rand Paul. With over 392,000 and 592,000 followers, respectively, both Republican prospects have a smaller presence on Twitter than Clinton.

On the other hand, the former US secretary of state and senator from New York has received criticisms about her online conduct. A month earlier, it was discovered she had used a personal email account to carry out official business during her time at the state department. And Saturday Night Live recently dedicated a cold opening to her, parodying an aloof but ambitious Clinton as she tries to record a selfie-video for social media.

Lynn La

Article on Mashable (April 12, 2015)  

Hillary Clinton officially launches 2016 presidential campaign

IMAGE: ANTHONY BEHAR/ASSOCIATED PRESS

BY MEGAN SPECIA

Hillary Clinton has officially launched her second bid for the presidency. The former first lady, senator and secretary of state's highly anticipated 2016 campaign formally kicked off with a newly launched website topped with the slogan "This starts with you," as well as a video announcing her big move. "I'm getting ready to do something, too. I'm running for president," Clinton says in her first two-minute campaign video. "I'm hitting the road to earn your vote because it's your time. And I hope you will join me on this journey," she adds at the end of the short clip, which focuses on the middle class. Clinton's daughter, Chelsea, was among the first to send her support, via Twitter: Chelsea Clinton ✔ @ChelseaClinton Follow Very proud of you Mom! @HillaryClinton   4:10 PM - 12 Apr 2015 6,914 RETWEETS 9,960 FAVORITES Minutes later, Clinton posted her own message to Twitter, signing off with a simple "-H."

Hillary Clinton ✔ @HillaryClinton Follow I'm running for president. Everyday Americans need a champion, and I want to be that champion. –H https://www. hillaryclinton.com 4:27 PM - 12 Apr 2015 100,608 RETWEETS 97,821 FAVORITES

She also announced that she is hitting the campaign trail, and heading to Iowa.

Hillary Clinton ✔ @HillaryClinton Follow I’m hitting the trail to earn your vote. Headed to Iowa. –H http:// hrc.io/running 4:43 PM - 12 Apr 2015 6,801 RETWEETS 12,500 FAVORITES During a two-year hiatus from holding political office, Clinton made no secret of the fact that she was considering a presidential campaign. Clinton also gave no shortage of hints over the past few months that she intended to make a second go at the White House. Sunday's announcement was widely anticipated following Clinton's lease on a hip new (potential) campaign headquarters in Brooklyn, and hiring of a Google executive to head her technology strategy. It appears HillaryforAmerica.com has been registered since June 2014. This time around, though, things will apparently be different. During a briefing at her reported headquarters in Brooklyn Heights, Robby Mook, who is believed to be managing Clinton's campaign, circulated a memo outlining its priorities, according to Politico. The memo, titled "We are Hillary for America," included several guiding principles that focus on turning attention away from campaign personalities and onto the American public. Specifically, Clinton's campaign will focus on middle-class families, with a goal of giving "every family, every small business and every American a path to lasting prosperity by electing Hillary Clinton the next president of the United States," according to the memo. It continued, "This campaign is not about Hillary Clinton and not about us — it’s about the everyday Americans who are trying to build a better life for themselves and their families.” This is Clinton's first official step back into the political arena after serving as secretary of state under Obama from 2009 to 2013. If she does win the Democratic nomination, it will be the first time either of the two major U.S. political parties will run a female presidential candidate. Two women have won nominations as vice-presidential candidates, with Geraldine Ferraro vying for the Democrats in 1984, and Sarah Palin representing the Republicans in 2008. Before Clinton's announcement on Sunday, Republican Sen. Rand Paul launched the first attack ad of his 2016 campaign.

Article on Reuters.com (April 8, 2015) Hillary Clinton hires Google executive as tech chief BY EMILY STEPHENSON

REUTERS/JOSHUA ROBERTS (Reuters) - Likely 2016 Democratic U.S. presidential candidate Hillary Clinton has hired a Google executive to serve as her chief technology officer, a person familiar with the campaign's planning said on Wednesday. Clinton hired Stephanie Hannon, Google's director of product management for civic innovation and social impact, to run her technology operations, according to the source, who spoke on condition of anonymity. Clinton, the former secretary of state, U.S. senator and first lady, is widely seen as the frontrunner for the Democratic nomination for president even though she has not formally announced her candidacy. She is expected to do so this month and has signed a lease for a Brooklyn, New York, office building to house her campaign.

Likely presidential candidates from both parties are hiring digital advisors who can help them build websites and apps to interact with voters and try new fundraising techniques. Hannon previously worked on Google Maps and Gmail and worked shorter stints at Facebook and event organizing site Eventbrite, according to her LinkedIn profile. A Google spokesman did not immediately reply to a request for comment.

First pages of Hillary Clinton’s official website

First pages of Hillary Clinton’s official website (continued)

Ready For Hillary’s official website

This is the webpage one gets when clicking on “I am Ready”:

Google search of the words ‘Hillary Clinton’

Hillary Clinton’s Facebook page

Hillary Clinton’s YouTube page

Hillary Clinton’s Twitter page