Hillary Clinton Aide Previews Campaign Said to Launch Sunday Afternoon

A memo outlines the “guiding principles” of her imminent campaign operation, which will be known as Hillary for America. Updated April 12

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First lady of New York City Chirlane McCray, former Secretary of State Hillary Clinton and Deputy Mayor of New York City Richard Buery attend a round table conversation and press conference announcing a childhood development initiative with on April 1, 2015 in New York City.

Photograph: Andrew Burton/Getty Images

Hillary Clinton will make her long-anticipated second run for the presidency official Sunday afternoon.

A source with knowledge of the campaign's plans confirmed the timing to Bloomberg. The announcement, which will be on a video delivered via social media, comes one day after the Clinton campaign team gathered Saturday in Brooklyn for a prelaunch pep-talk from campaign manager Robby Mook. He discussed the “purpose and values” that will define the operation, which will be known as Hillary for America.

In a memo shared with attendees—who are technically volunteers until the campaign formally launches—Mook describes the “purpose,” “goal,” and “guiding principles” of Clinton's imminent campaign, in terms that stand in stark relief to how Clinton's 2008 run panned out.

The campaign’s purpose is “to give every family, every small business, and every American a path to lasting prosperity,” according to the document, which was obtained by Bloomberg following an initial report by Politico. (The full text of the memo is included below.)

Clinton’s 2008 campaign became a battle of egos from the candidate on down, a reality that ultimately undermined her message of trying to improve Americans’ lives and the country's standing around the world. But this time, the memo says, the “campaign is not about Hillary Clinton and not about us—it’s about the everyday Americans who are trying to build a better life for themselves and their families.”

The message was Mook’s idea, according a Democratic operative who was at the meeting. It includes input from a wide range of Clinton advisers, including top strategist Joel Benenson, ad-man Roy Spence, and longtime aide Huma Abedin.

The one-page document also includes eight “guiding principles” that stress teamwork, diversity, discipline, and “the importance of having fun.”

We are a team: we are committed to helping each other succeed to deliver on our core purpose,” the memo says, hinting at a key 2008 weakness.

It continues:

We are a diverse, talented family: we work together, empower and respect each other, and have each other’s backs, especially our volunteers.

Mook drew on many of the values that have been most important in the winning campaigns that he has led, including being disciplined and “driven every day by strategy, not tactics or one offs.”

“We know there will be tough days, but we will bounce back and get back to work,” the memo continues. “We take risks, always measuring with empirical data to establish best practices.”

Finally, “we are guided by Hillary’s bedrock values of hard work, service, fairness, and faith in the American Dream.”

Full text of memo below:

We Are Hillary for America 

Our purpose: To give every family, every small business, and every American a path to lasting prosperity by electing Hillary Clinton the next President of the United States. This campaign is not about Hillary Clinton and not about us—it’s about the everyday Americans who are trying to build a better life for themselves and their families. 

Our goal: For Hillary Clinton to earn a winning number of delegates to secure the Democratic nomination and win 270 electoral votes to become the 45th President of the United States. 

Our guiding principles:

*We are a team: we are committed to helping each other succeed to deliver on our core purpose. 

*We are a diverse, talented family: we work together, empower and respect each other, and have each other’s backs, especially our volunteers. 

*We are disciplined: driven every day by strategy, not tactics or one offs. We know there will be tough days, but we will bounce back and get back to work. We take risks, always measuring with empirical data to establish best practices. 

*We are humble: we take nothing for granted, we are never afraid to lose, we always out-compete and fight for every vote we can win. We know this campaign will be won on the ground, in states. 

*We know the importance of having fun: we are all here because we want to work hard for a cause we believe in. 

* We are open to a diverse range of views: When we disagree, it’s never personal. Once a decision is made, we execute it—together. 

*We are responsible: we always remember and appreciate the generosity of millions of people who invest their time and resources in Hillary Clinton and in us. 

*We are guided by Hillary’s bedrock values of hard work, service, fairness, and faith in the American Dream.

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