CHANGING THE NATION'S
PRESIDENTIAL PRIMARY LINEUP
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Building Minnesota's Political Brand
In 2022, the Democratic National Committee (DNC) decided to study whether Iowa should maintain its “First in the Nation” status for it's Presidential caucuses that are held every four years. For nearly 50 years Iowa had held the first presidential primary contest but it had come under increasing scrutiny in how the caucuses have been managed and the state's lack of diversity.
Norden Strategies was hired to be part of a team to advance Minnesota as a replacement Primary for the Midwest region. The campaign included developing a detailed dossier, building presentations and one-on-one lobbying of Committee members. Originally, 13 Midwest states applied to replace Iowa and after initial reviews by a DNC committee, the competition was reduced to two states; Minnesota and Michigan.
The core message of the Minnesota campaign was to correct the misconception that Minnesota did not enjoy much diversity, accentuate it’s strength as truly representative of the Midwest region and communicate how the state serves as a model for other Midwest swing states on how to create "blue results" in purple states.
While ultimately Michigan was selected as the early state representative for the Midwest, the internal campaign raised Minnesota’s profile and positioned it for additional recognition within the DNC.
Norden Strategies was hired to be part of a team to advance Minnesota as a replacement Primary for the Midwest region. The campaign included developing a detailed dossier, building presentations and one-on-one lobbying of Committee members. Originally, 13 Midwest states applied to replace Iowa and after initial reviews by a DNC committee, the competition was reduced to two states; Minnesota and Michigan.
The core message of the Minnesota campaign was to correct the misconception that Minnesota did not enjoy much diversity, accentuate it’s strength as truly representative of the Midwest region and communicate how the state serves as a model for other Midwest swing states on how to create "blue results" in purple states.
While ultimately Michigan was selected as the early state representative for the Midwest, the internal campaign raised Minnesota’s profile and positioned it for additional recognition within the DNC.