Barack Obama's Integrated Marketing Communications Strategy

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Case Details:

Case Code : MKTG211
Case Length : 19 Pages
Period : 2008-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : -
Industry : -
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

Every country follows its own procedure to elect its head of state. Under the US Constitution, the Presidential Election is an indirect one. Voters cast ballots for an electoral college, which in turn elects the President and the Vice-President. The two parties involved in the election are the Democratic Party and the Republican Party...

Election 2000

The US presidential election of 2000 was a contest between George W. Bush of the Republican party, the then Governor of Texas and son of former President George H.W. Bush, and Al Gore of the Democratic party, the then Vice-President. George W. Bush won the election.

This was the first time that the Internet had been used as a campaign tool for online fundraising with e-mail and websites being used to reach out to voters. And it was John McCain, the senator from Arizona, who first raised a large sum of money through the Internet while contesting for the Republican presidential nomination...

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Election 2004

The following presidential election in the year 2004 was contested between John Kerry, the Democrat from Massachusetts, and George W. Bush, who was contesting for re-election. Bush again won...

Election 2008 and Challenges Before Obama

The main contestants from the two parties in the 2008 election were Obama, a senator from Illinois, Hillary Rodham Clinton (Hillary), a senator from New York (and wife of former President, Bill Clinton), and John Edwards (Edwards) of the Democratic Party and John McCain (McCain), a senator from Arizona, Mike Huckabee (Huckabee), and Mitt Romney (Romney) for the Republican Party. Edwards, Huckabee, and Romney later withdrew from the contest...

Obama's Technology Strategy

Analysts felt that Obama had revolutionized the election campaign process by using new media channels in addition to traditional communication methods. He used new media like text messaging, social networking, and blogging and also converted a supporter from a mere voter to a virtual campaign employee...

Mccain's Campaign

McCain, as of June 2008, was lagging behind on online usage as the numbers showing his presence on blogs and social networks was significantly lower than those of Obama...

Results

The Democrats won the November 4 election with Obama as the President elect and Biden as his vice-president elect. Obama, the 44th President of the US, made history when he was elected the first African American President of the country. Experts felt that along the way, he had caught the collective imagination of the nation as well as earned respect in the global arena...

The Negative Side of The Internet

Experts felt that the negative outcomes that could result from the use of the Internet could not be forgotten, overlooked, or underestimated. The lack of barriers for entry in using various websites had both advantages and disadvantages as no regulation or monitoring was possible...

Outlook

As he had promised the citizens of the US, Obama kept all channels of communication open even after the elections. He sent out a mail thanking the people for voting for him. Richard Edwards, assistant professor at Indiana University School of Informatics, commented, "The Obama administration didn't waste any time in showing that they'll continue their web-savvy ways...

Exhibits

Exhibit I: Exhibit I A Brief Profile of Barack Obama
Exhibit II: The Many Firsts to Obama's Credit
Exhibit III: Role of New Media in Elections in Other Countries

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