DEWG RANGE CONSULZING • SOF MARE • COMMUNICAHONS INTERNAL CAMPAIGN MEMORANDUM Extremely Confidential To: President Mohammed Waheed Hassan Jeffery Epstein From: James P. McGee, Newgrange Consulting Group Date: November 30, 2012 Re: Preliminary Survey Research and Campaign Message Development EXECUTIVE SUMMARY This memorandum has been prepared to cover some of the preliminary steps that the Waheed Campaign should be undertaking to begin the process of researching the current political landscape in the Maldives and begin the development of some of the campaign's early messaging operations. The previous Newgrange Memorandum of November 24, 2012 covered the initial development of what we would classify as the "mechanics of the campaign" where we covered the development of the overall campaign organization and the infrastructure that would be used to deliver the "on the ground" campaign as well as the large scale data collections efforts that will come from the day to day campaign operations. This memorandum is focused on the steps necessary to begin collecting, analyzing, and fine tuning the messaging research necessary to create an effective and wining campaign message for you. The process of gathering information and preparing a tailored message to voters has become very sophisticated and nuanced over the years and there have been many tools developed to do this job extremely effectively. We would suggest that the Waheed Campaign utilize several of them for this campaign. What follows are breakdowns of some of the operations that should be developed now so that the campaign is able to develop a very clear picture of the mood of the electorate in the Maldives as quickly as possible and begin tailoring our message in a way that is going to attract voter support. Ne ran a Consultin Group • N2 Innovations • Newgrange Strategies • The Newgrange Foundation • • nww.newgrangegroup.com • EFTA01115086