Phase two of Hillary Clinton’s presidential campaign will begin this Saturday with a launch event in New York City.
In a conversation with Business Insider, a Clinton campaign spokesperson gave a preview of the main theme of her White House bid and some of the strategy behind it.
“Who do you trust specifically to understand your concern and fight for the issues you care about? … That is the question that her campaign is intended to answer,” the spokesperson explained.
Clinton’s campaign is attempting to answer that question by branding her as a “champion for everyday Americans,” a slogan that has already figured prominently in the early weeks of her presidential run.
“When she presents herself as a ‘champion for everyday Americans,’ when she says, ‘Everyday Americans and their families need a champion, I want to be that champion.’ … The whole point of that setup is to say, ‘I am in this for you. I am here,” the spokesperson explained.
The spokesperson continued to outline some of the more specific messages they hoped Clinton could convey during her campaign:
“‘I understand the anxieties you have about the ability to afford college, the ability to put money away for retirement, the ability to be able to stay at work at the same time that you might have to take care of young kids. I understand those concerns that drive you and keep you up at night,'” the spokesperson said before going on to detail more of Clinton’s pitch to voters. “‘I have ideas for how to make your life a little bit easier on those fronts and I will not stop until I can succeed in executing on some of the solutions I have in mind on those issues.'”
This “champion for everyday Americans” branding was included in the video message where Clinton officially announced her campaign in April. It was a core part of the strategy for the “ramp up” phase of Clinton’s campaign between her announcement and this Saturday’s event. That period has largely consisted of relatively small-scale events where Clinton conversed with residents in key primary states.
In a press release announcing her first trip on the campaign trail in April, her campaign described the events as “conversations … about how to make the economy work so everyday Americans and their families can actually get ahead and stay ahead.”
Now that she’s entering the second phase of her campaign, Clinton plans to begin presenting more specific policy proposals. According to the spokesperson, these initiatives will be designed to convince people she can live up to the “champion for everyday Americans” brand and deliver on the concerns of voters.
“Over the course of the next year and a half, the strategic goal is to present those ideas she has come up with on those policies to clearly connect with voters to the fact that she is the one that’s uniquely positioned to both understand those concerns and deliver on them,” the spokesperson said.
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