Story highlights Hillary Clinton and her aides plan a very different campaign in 2016 Clinton will avoid using the first person whenever possible and Bill Clinton will play a smaller role Staffers waiting for the official announcement are currently unpaid and working out of a kitchen The person in charge of reintroducing Hillary Clinton also helped shape Michelle Obama's public persona
As she and a coterie of advisers prepare to launch her presidential campaign, their work is guided by a new set of humble principles: No big crowds. Few soaring rallies. Less mention of her own ambitions. And extinguish the air of inevitability propelling her candidacy.
The long and winding prelude to her announcement is nearly over, according to aides, and the start of her second bid for the White House is likely only days away. Top Democratic activists in the early-voting states of Iowa and New Hampshire privately say they have been placed on alert that Clinton will soon be on her way.
The specific moment she jumps into the race remains a closely guarded secret, even inside the crowded corridors of her small office suite in Manhattan, which new aides have descended upon to build the operation. Only a handful of confidantes actually know the precise time Clinton will pull the trigger first on social media yet aides have been instructed to be ready from Monday forward.
But her campaign strategy has crystallized: She will devote considerable time and attention to on-the-ground footwork in Iowa and New Hampshire. She intends to make less frequent stops in Nevada and South Carolina. Together, those four states kick off the nominating contest early next year and will help determine how warmly Democrats embrace her candidacy.
The early pieces of her strategy are starting to come into sharper view as the announcement nears. One of the most noticeable differences from her first campaign, according to more than a dozen people close to the Clintons, is a concerted effort to try and make her candidacy seem far less focused on her winning than on listening to the concerns of voters.
"The early caucus and primary states give her an opportunity to visit with folks in small, more intimate settings, where they will learn a lot about her and she will learn a lot from them," Tom Vilsack, the agriculture secretary and former Iowa governor, who served as a national chairman of her 2008 campaign, told CNN.
Over dinner and drinks one night last week at Baratta's, a cozy Italian restaurant in Des Moines, two top visiting Clinton strategists listened as supportive Iowa activists issued a stark warning: Some Democrats are far less enthused about her candidacy than others. After placing third in the Iowa caucuses in 2008, they said she must ask for every vote as well as being willing to run a gauntlet of small events and take part in grueling campaign sessions across the state.
Robby Mook, the campaign manager, and Marlon Marshall, a top deputy, traveled from New York to Iowa and New Hampshire last week as Clinton's envoys. They hosted the dinner and other intimate events, hoping to show that a former First Lady, senator and Secretary of State was open to concern, constructive criticism and even complaints.
Tom Henderson, chairman of the Polk County Democratic Party in Iowa, said activists were hungry for a primary campaign or at least a serious conversation about issues facing the country and who would become President Obama's successor. He was not invited to the dinner last week because he intends to remain neutral in the race, but he said he has shared his views with Clinton confidantes.
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Hillary Clinton is downsizing for 2016