blue
AMP
STRATEGIES
OUR PHILOSOPHY:
THE AMPIFESTO
The internet has changed communication in a million ways, and it has completely revolutionized political campaigning.
Twitter and Facebook now matter at least as much as MSNBC and Fox News. Online memes can garner more eyeballs than TV spots. Political celebrities, from politicians to pundits and the press, have been created by having their words or images go viral on Twitter or Instagram. Everyone from Hollywood A-listers to presidential candidates to CEOs use Twitter to impact issues and our national conversation.
It’s a brave new world out there. So why are clients and consultants still campaigning like it’s 1999, segregated in silos, carving up budgets and arguing about authority? We've identified three key problems and three principles we live by. But it all boils down to this: the consultants who lead on words, pictures and storytelling should also be able to advise clients about how impact all the screens, traditional and digital, paid and organic. That’s what BLUEAMP is all about.
- Cliff Schecter
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AMP
STRATEGIES
3
PROBLEMS
FACING CLIENTS AND STRATEGISTS
3
PRINCIPLES
THAT DRIVE WHAT WE DO
A philosophical and generational divide:
caution and control vs. risk and reward
"Democratic digital operatives say the problem is a party dominated by an aging professional political class that is too timid in the face of a fiercely partisan Republican machine."
- NEW YORK TIMES, 10/20/19
THE BLUEAMP P.O.V.
AGGRESSION
Today, if you play it safe and never take risks...if your strategy and content are just "fine"...if you're afraid to lose, you won't win. Not against the G.O.P.
1
Silos instead of synergy: ad team vs.
social team vs. press team team
“We don’t need any of your cinéma vérité clickbait.” These are actual words spoken by a senior consultant to a presidential campaign social team. That's insane.
THE BLUEAMP P.O.V.
INTEGRATION
Media consumption fragmentation means it's more important than ever to ensure cohesion across platforms. Your strategist needs to be fluent on all of them.
2
Twitter in the back seat, not the driver's seat:
it's not "just" Twitter; it's the tip of the spear
Too many campaigns, causes and brands view Twitter as a necessary evil AND a platform for press releases, and treat it as an afterthought rather than a primary channel.
THE BLUEAMP P.O.V.
AMPLIFICATION
Twitter's ban on issue and political advertising places a huge premium on building your own platform and brand organically. We've done it for ourselves. We can do it for you too.