Brad Parscale (born January 3, 1976) is an American digital media and political strategist. He served as the digital media director for Donald Trump's 2016 presidential campaign. Parscale began working for the Trump Organization in 2011, developing and designing websites, and creating and managing digital media strategies. In early 2015, Trump hired Parscale and his firm, Giles-Parscale, to create a website for his exploratory campaign. When Trump declared himself a Republican candidate in 2015, one of the first people he called was Parscale, asking him to update his exploratory campaign site into a "full-fledged presidential campaign website." Throughout the Republican primary, Parscale was responsible for the Donald J. Trump for President website, as well as for digital media strategy and online fundraising campaigns. In June 2016, Parscale was officially named digital media director for the Donald J. Trump for President campaign, overseeing all aspects of digital media and online fundraising, as well as traditional media strategy, like radio and television placements. In January 2017, Parscale, along with another senior Trump aide, Nick Ayers, formally launched America First Policies, a non-profit organization that promotes President Trump's agenda and White House initiatives.
Video Brad Parscale
Early life and education
Parscale was born in Topeka, Kansas. His father, Dwight Parscale, was an assistant attorney general and ran for Congress at the age of 28. He owned a restaurant and later became the CEO of NewTek, a Topeka-based company (now located in San Antonio, Texas) that creates live and post-production video hardware and tools, as well as visual imaging software for personal computers. His mother, Rita Parscale, was a small business owner. Parscale attended Shawnee Heights High School in Tecumseh, Kansas and moved to Texas before his family to attend college. His father while visiting decided to move NewTek to San Antonio. Parscale attended the University of Texas at San Antonio and played basketball until he suffered a back injury, ending his basketball career. Later, he attended Trinity University in San Antonio where he earned a degree in finance, international business and economics in 1999.
Maps Brad Parscale
Pre-Trump career
After graduating from Trinity, Parscale moved to California and worked as a sales and marketing director, selling CGI software for five years. After the dot.com bust, he returned to San Antonio, investing $500 to establish Parscale Media in 2004, where he gained clients by soliciting customers at Barnes and Noble looking at web development books, through the Yellow Pages and online for businesses in San Antonio that he thought needed a web presence. In 2011, he partnered with Jill Giles of Giles Design and together, founded Giles-Parscale, a San Antonio branding, design, digital media, website and marketing firm. Parscale also co-founded TechBloc, a San Antonio-based organization focused on building and expanding technology, as well as attracting and retaining professionals in the technology field.
2016 Trump campaign
In 2011, Giles-Parscale began working for the Trump Organization, providing website development, design and digital media strategy for Trump International Realty. Parscale continued his business relationship with the Trump Organization, providing digital media services to Trump Winery and the Eric Trump Foundation. In early 2015, Giles-Parscale was hired to create a website for President Donald Trump's exploratory campaign, charging $1,500 for the site. Through the entire election cycle, Giles-Parscale was paid $94 million by the Trump campaign.
Parscale utilized social media advertisements with an experiment based strategy of different face expressions, font colors & slogans like "Basket of Deplorables." Parscale's specific roles included heading the oversight of the digital advertising, TV advertising, small dollar fundraising, direct mail, political and advertising budget, and was also the RNC liaison working daily with Katie Walsh who was then the Republican National Committee's chief of staff. He was also the head of the data science and research, which included polling. Parscale claims that after realizing Virginia & Ohio were unable to be swayed, he decided to re-allocate the campaign resources to Michigan & Wisconsin. This shift included the decision to send Trump to Michigan & Wisconsin and focus efforts heavily on the two states. This decision was instrumental in winning the election as as Trump won both the historically democratic states. In terms of digital advertising, Parscale utilized Facebook heavily for the campaign advertisements & staffed Facebook employees to help them navigate the Facebook platform to utilize all of the platform's capabilities. Parscale did not have data scientists or any digital team during the Republican Primary and did much of the social media advertising from his home. He would also stage competitions between tech companies to drive the lowest cost of buying on Facebook (programmatic) as well as other platforms.
Parscale was able to utilize Facebook advertising to directly target voters in swing states. Parscale cited the example on 60 Minutes that he was able to target specific universes (audiences) who care about infrastructure and promote Trump & his message to build back up the crumbling American infrastructure. Parscale utilized Facebook and social media to directly target voters in a much more extensive effort in comparison to the Clinton Campaign.
The Trump campaign initially had solely Donald Trump's personal funding to back his campaign. Parscale set up a major grassroots campaign on Facebook that brought in funding quickly from across the U.S. Parscale attributed the success of his vast social media presence to using the assistance offered by companies such as Facebook, Twitter, Snapchat and Google. He said that because the Trump campaign intended to spend $100 million on social media, companies in that area were prepared to assist the campaign in using that money effectively.
The database of voter information that drove Parscale's social media advertising campaigns in the 2016 election was dubbed "Project Alamo", a name which eventually encompassed all of the associated fundraising and political advertising efforts.
2020 Trump re-election campaign
On October 8, 2017, in an interview with Parscale conducted by Leslie Stahl was aired on 60 Minutes, Parscale stated that he was currently working on President Trump's 2020 re-election campaign.
References
External links
- Giles-Parscale
- America First Policies
- TechBloc
Source of article : Wikipedia
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