Working as part of the Clinton Administration in the late 1990’s was one of the highlights of my career that has since informed much of my research and viewpoints in the political marketing field. I worked closely with some of President Clinton’s top advisers in order to create and maintain a political marketing strategy to not only re-elect him in 1996, but to establish a successful political image throughout his 8 years in office.
My time at The White House was certainly formative and challenging. I was asked to provide expertise in the creation of President Clinton’s political image, which ranged from developing appropriate messaging and branding, to providing an analysis on voter behavior in order to make data driven decisions, to optimizing voter engagement through gathering insights and targeting capabilities. As part of the larger team, we worked to support President Clinton throughout his presidency, resulting in one of the highest final approval ratings in presidential history.
A couple key takeaways I continue to apply to my research and analysis of current political marketing environments as a result of my work in the White House: