The Marketing of the President 2004 - ' Dean for America Base ' (
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Dean for America Base Case
Headquarters: 60 Farrell St., Suite 300, South Burlington, VT 05043
Phone: (802) 651-3200
Business: Dean for America is the presidential campaign of Howard Dean, the former governor of Vermont.
Top Technology Executive: Dick Rowe is the de facto chief information officer, although the campaign eschews business titles.
Financials: Raised over $30 million in campaign donations through mid-November 2003.
Challenges: Popularize little-known candidate; create local organizations in key primary states and across the country, without spending much money; win the Iowa caucus, the New Hampshire primary and enough subsequent contests to secure the Democratic nomination; unseat incumbent George W. Bush in general election.
Baseline Goals:
Secure the 2,159 delegates needed to win the Democratic nomination in July; secure the 270 electoral votes needed to win the White House in November.
Raise more than $45-million limit to carry it through the primary season, making its gamble on declining federal matching funds pay off.
Use digital networking to create an army of volunteers. So far, more than 148,000 people have used an electronic meeting tool to become involved in the campaign.
Use Internet tools to build support. So far, more than 86,000 letters to undecided voters have been generated by individuals using these tools.
Projects: Management 
