November 5, 2010

Republican Party of New York State’s

“Take Back New York” Victory Program

Summary of Program by Chairman Cox

Confidential Information – Please Do Not Distribute

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THE NEW YORK REPUBLICAN STATE COMMITTEE

EDWARD F. COX
CHAIRMAN

TO: COUNTY CHAIRS, STATE COMMITTEE MEMBERS, DONORS

FROM: ED COX, STATE CHAIRMAN
DATE: NOVEMBER 5, 2010
CC: THOMAS J. BASILE, EXECUTIVE DIRECTOR

SUBJECT: TAKE BACK NEW YORK PROGRAM: ANOTHER STEP FORWARD

I. INTRODUCTION: First of all, congratulations to all of our Republican

candidates who took time away from their professions and families to serve our state, our
nation and our Republican cause. We owe them all a tremendous debt of gratitude.

Today, our party with your support is growing stronger and with much continued hard
work it will be ready to tackle the challenges that lie ahead.

On Tuesday we made history, flipping five (5) Congressional seats from Democrat to
Republican hands, contributing more to Republicans retaking the U.S. House of
Representatives than almost any other state! Results that would give us an incredible
sixth victory are still being tabulated.

Election Day also brought us the most successful night in Assembly Republican history
in more than three decades. Our Republican conference in the State Assembly is now
stronger by seven (7) seats, with two additional within reach. Voters also went to the
polls and made sure that Republicans also are no longer in the minority in the State
Senate. The State Senate majority is in reach as close races will be decided in the coming
days. We had great victories around the state from a crop of impressive candidates that
have made our Republican party stronger.

We haven’t had this kind of excitement and impact since 1994. Sure, I was disappointed
by some of the results as were you. As we saw in states like California, Connecticut,
Massachusetts and Illinois, winning state-wide contests in deep blue states takes long-
term planning, recruitment and base-building. Our state-wide candidates fought hard
against tough odds and drove our message with passion and energy. But our gains in the
State Senate and Assembly and dramatic congressional wins will immediately make for
better governance in Albany and Washington.

Over the last two months your State Party embarked on an important and unprecedented
journey - launching our own statewide Victory Program called Take Back New York.
While we engaged in numerous tactics to achieve an array of strategic goals this election
cycle – none was bigger than our push to drive out both “hard” and “soft” Republican
turnout across, especially in our targeted turnout regions: (i) Long Island; (ii) Lower
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Hudson Valley; (iii) Central; and (iv) North Country. Given the impressive turnout in the
Western part of the state during the primary, we chose to focus on those areas where we
believed that our “hard” and “soft” Republicans needed more contact to ensure turnout.
Targets were determined based on where we had an overlap of key races at the state and
federal levels.

We were also fortunate to have had organizations such as the National Republican
Congressional Committee (“NRCC”) and several private organizations invest in several
of our key congressional races as well. Their participation was a crucial component of
our historic gains.

II. TAKE BACK NEW YORK OBJECTIVES: At the outset of this effort, I outlined
our Victory program’s overall mission: “Execute a statewide, multi-tactical Republican
program with the aim of: recapturing the State Senate majority; winning a veto-defensive
fifty-one State Assembly seats; earning victories in at least six at-play congressional
districts; and generating base turnout helping statewide candidates earn electoral victory.”

Again, while it is very disappointing that we did not achieve our statewide goals, I am
very pleased that we laid out these ambitious objectives and in the process achieve some
very important and historic gains for Republican leadership.

III. CAMPAIGN HIGHLIGHTS: During this campaign initiative, your hard work at
the local level allowed our party to achieve some important and historic milestones:

 Delivery of almost three (3) million live and automated calls to a diverse range of
likely New York voters, to include:

 1.5 million identification

canvassing calls across the
state to a persuasion
universe of “soft”
Republican and unaffiliated,
likely voters - ultimately
handing thousands of new
supporters and undecided
voters from this group to the
campaigns and campaign
committees while
incorporating those identified likely voters into our own GOTV efforts;

 Volunteer “live” calls from seven (7) State Party call centers located in and
around our key turnout regions in an effort to boost likely, supportive turnout
from “soft” Republicans that historically tends to vote only in presidential
elections; and
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 Further voter contacts and outreach to this “soft Republican” universe by way of
automated, spaced-out GOTV calls, to include messages from Mayor Giuliani,
Senator McCain and more localized delivery by personalities such County
Executive Astorino (Westchester Co. calls).

 Where requested we provided additional funds directly to campaigns and

committees along with other resources to help augment existing programs and
activities.

 Hundreds of thousands of automated and live calls were also made directly on
behalf of Republican candidates ranging from the statewide ticket
(Wilson/Donovan) to numerous congressional, state senate and assembly efforts.

 Distribution of almost 500,000 pieces of GOTV mail to the same critical universe
of “soft” Republicans and blanks – using a message reminding these voters that
they are empowered to help send Nancy Pelosi packing and to emphasize the
importance of electing Republicans in order to clean up the mess that is Albany.

 Immediately after the conclusion of

our contested primary we bought and
aired two (2) weeks of cable
television ads, running hundreds of
spots that reached one million
households in our key turnout
regions. The goal was simple: to
provide “air” cover while our
candidates regrouped and re-tooled –
doing so with a universal message
that reminded Republican and blank
voters they have one-party Democrat
rule in Albany to thank for the current
state of affairs.

 In an effort to
encourage participation
by the absentee
universe (perms,
military and newly
applied) in support of
the Republican slate,
the State Party also
engaged in an absentee
chase mail program.
The message was
similar to that of our
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direct mail program – tying the failures of Albany to Democrat figureheads and
offering a solution to these ills by voting for Republican candidates.

 The State Party also sent hundreds of thousands of mail pieces in support of
candidates at all levels. These were mailed to wider voter universes hitting
meaningful targets for candidates for Congress, State Senate, Assembly and our
statewide races.

 Our earned media push was a first for New York. Our Take Back New York bus
tour travelled nearly 10,000 miles to more than forty (40) counties. Through
more than sixty (60) events we campaigned with candidates at all levels, from
local candidates to our state-wides. The tour produced hundreds of thousands of
dollars in media coverage to help our candidates develop their name id and drive
their message.

IV. BY THE NUMBERS

The New York State

Republican Party’s Take
Back New York Program
has played an important
role in helping our
candidates and committees
at all levels drive the
timely Republican message of Lower Taxes, Less Government and More Jobs for New
Yorkers. Over the last six weeks, this multi-faceted program to help bring better
government to New York by electing Republican candidates included, paid media, earned
media, a state-wide bus tour, mail, phone banks and providing important data to our
campaigns.
3 Million + Mail Sent from the State Party in Support of Candidates
~1.5
Number of Voter ID Calls Made by the State GOP
Million
1.36
GOTV Phone Calls Paid for by the State GOP
Million
~1 Million Households Reached by TBNY Paid Media Campaign
500,000 + Generic State GOP TBNY GOTV Mail
9,756 Miles Travelled Across New York by TBNY Bus
40 Counties Visited by the TBNY Bus
52 TBNY Campaign Events
59 Candidates Who Campaigned with or on the TBNY Bus
7 Number of Media Markets Hit by TBNY Program
7 State GOP High-tech VOIP Phone Centers
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V. THE PATH AHEAD

While we fell short of some of our goals, there can be no arguing that our Republican
Party is stronger today than it was just a few days ago. As we have since I became
chairman, we are building the party from the bottom up and that will lead to future
successes. The past two election cycles represent two important steps forward and we
will continue to build on those victories in the upcoming local elections in 2011.

More Republicans are heading to Washington and Albany to fight for our families and
businesses. Together, with your help our efforts helped elect Republican candidates who
will fight for lower taxes, more jobs and less spending.

Like our big wins on the local level in 2009 and our work in this election are part of a
long term effort that will be required to put our party in a position to realize the success at
the statewide level we all desire. We cannot become frustrated in not meeting every goal
we laid out nor can we rest on our laurels over the successes we have realized with our
Congressional, State Senate and Assembly gains.

Our 2010 victories lay a foundation for more local victories in 2011. Our push to Take
Back New York did not end on November 2, 2010 – it was only one major milestone in
this effort. We have to continue to support our elected officials and local committees and
stand ready to defend our values against the policies that have brought our state to the
brink of bankruptcy, forcing jobs and our families from our borders.

I thank you for your contribution to our success during this important election cycle and
for your dedication to the future of an even stronger and more vibrant New York
Republican Party.