Obama 2012: ‘Scratch and Claw,’ But Also Measure Carefully

President Obama’s campaign manager, Jim Messina, emailed out this “sneak peek” video to supporters today, laying out the “strategic framework” for the president’s re-election campaign.

There are charts and maps and talk of expanding the electorate and making 2008 look “prehistoric.” It’s not the most thrilling presentation; at one point, Messina says: “This is the thing I’m passionate about: this campaign has to be metric driven,” before outlining how the campaign will measure everything it does.

But the campaign still wants to be the scrappy upstart it was four years ago.

“We ought to not act like an incumbent,” says Messina, who has heretofore been one of the most unseen members of the president’s inner circle. “We ought to act like an insurgent campaign that wakes up every single day trying to get every single vote we can. So every single day we gotta go scratch and claw for those votes.”

This would appear to be a different presentation than the one Messina has been giving to donors and other higher-level supporters, which,. according to The Times’ recent profile of Messina, talked about how the president’s approval ratings have dipped and included slides of potential Republican opponents.

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