How The Romney Campaign Did Its Face-Plant

Instructive failures:

“Now I know what they were doing with all the staffs and ­offices,” Beeson said. “They were literally creating a one-to-one contact with voters,” something that Romney did not have the staff to match.

...Democrats said they followed the trail blazed in 2004 by the Bush campaign which used an array of databases to “microtarget” voters and a sophis­ticated field organization to turn them out. Obama won in part by updating the GOP’s innovation.

...In a major gamble, the Obama campaign moved $65 million in advertising money that had been budgeted for September and October into June, enabling the president to unleash a series of attacks that would define Romney at a time when the Republican would have little money to respond.

From Axelrod’s viewpoint, the timing was perfect. Romney had been weakened by assaults from fellow GOP candidates during the primaries. Romney alienated many Hispanics by suggesting that illegal immigrant families should “self-deport,” and he said he had been a “severely conservative” governor, hurting his strategy to move to the middle for the general election.Continued

...The Obama campaign used a program called called “the ­optimizer” that linked data from its voter databases, focus groups, and television ratings to determine how to reach people who do not typically see campaign ads. As a result, Obama purchased ads on channels such as TV Land and Hallmark that were watched by voters who rarely saw news programs where ads often appear.

...Building on its 2008 field organ­ization, Obama’s campaign had far more people on the ground, for longer periods, and backed by better data. In Florida, for example, the ­Romney campaign said it had fewer than 200 staff members on the ground, a huge commitment of its total of 500 nationwide. But the Obama campaign had 770 staff in Florida out of 3,000 or so nationwide.

“They had more staff in Florida than we had in the country, and for longer,” said Romney adviser Ron Kaufman.

...“It is like sitting in the ­Alamo,” Stevens said in the postelection interview, comparing the siege by Mexican troops in 1836 to competing against the superior forces of the Obama campaign. “Yes, it is alarming. There are a lot of Santa Anna’s soldiers out there.”

...In Florida, 266,000 more Hispanics voted than four years earlier. “They altered the face of the election by driving up the Latino turnout,” Romney political director Rich Beeson said. “They told us they would do it. I didn’t think they would do it, and they did.”

Ohio was the greatest surprise of all. Romney pollster Neil Newhouse calculated that 209,000 more African-Americans voted this year than in 2008 in Ohio, while 329,000 fewer whites had voted.

“I don’t know how that’s possible,” Newhouse said. “If that is what the Obama campaign achieved, hats off to them.’’

...As dawn broke on Election Day, 800 Romney volunteers filled the floor of TD Garden in Boston. This was the centerpiece of the campaign’s turnout operation, code named ORCA, that was supposed to swallow Obama’s Narwhal program. But the Romney team was so determined to keep ORCA secret that it had never run a test at TD Garden; it had only gone through some lesser runs in a different building.

...But as volunteers on Election Day began tapping in the names of voters, it became clear something was wrong.

...The Obama campaign, which had suffered a similar meltdown in 2008 and had been zealous about testing its systems this time around, had no glitches.

...Exit polls told a stunning story. The majority of voters preferred Romney’s visions, values, and leadership. But he had clearly failed to address the problem that Romney’s own family worried about from the start. Obama beat Romney by an astonishing 81 to 18 percent margin on the question of which candidate “cares about people like me.”