WASHINGTON POST: America Rising to help Republicans make inroads with independent female voters

America Rising, a conservative group, will start helping its clients make inroads with independent female voters — a program that could help Republican candidates appeal to a critical voting bloc that may be turned off by the party’s presumptive presidential nominee, Donald Trump.

The group, which conducts opposition research and response and whose clients are typically committees, outside groups and candidates, is launching the project, called the women’s initiative, this week through the private America Rising LLC. The group is both a super PAC and an LLC.

The women’s initiative is a large-scale effort to find, identify and target the independent female voter by learning more about her — what will drive her to the polls, how she consumes media and which issues are important to her. Clients will then take the information and determine how it will help them reach independent female voters.

“Independent women are a group that have no previous allegiances to either party and so, by definition, are open to messaging from both parties, so we identified that group as one we wanted to reach,” said Jeff Bechdel, communications director at America Rising.

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The project, which aims to target independent women in 2016 and beyond, will look at the issues that women say are important to them, including the economy and national security. The information will help clients target messaging to women on these and other issues. The goal is to identify not only what issues are significant for women but also how these women talk about them and how they view what is currently happening surrounding these issues.

“We’re trying to get at how do they consume it, and how do they process that information?” Bechdel said.

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This article is excerpted from The Washington Post. Click here to read the full post here.