WLOWER, N.Y. — The Democratic National Committee announced Monday it is spending $500,000 to hire an education consultant to help guide the Clinton campaign’s strategy for the presidential election.
The campaign’s $2 million buy is the first of a series of spending that it plans to make this year on digital advertising and research, according to the DNC.
It also will hire a data scientist to help oversee the operation, said DNC communications director Mandy Grunwald.
The investment comes after the Clinton Campaign’s digital director, Jake Sullivan, resigned earlier this month, according a campaign spokesperson.
It was not immediately clear what prompted the resignation.
The DNC’s digital operations have struggled this year.
The committee was struggling to connect with voters, who may be more concerned about their voting experiences than they were about Trump’s.
The Clinton campaign also faces challenges connecting with young voters, the electorate that has traditionally been a key voting bloc in presidential elections.
And the DNC’s struggles to attract millennials are being compounded by a Democratic primary that has been marked by divisions and an increasingly bitter primary fight.
The $500k investment, which comes in addition to the $5 million it had already spent on data and analytics, is the DNC�s first spending on the ground, Grunwitzer said.
The money will also go toward a new digital team focused on digital engagement.
The move comes as the party tries to move past Trump’s negative campaign ads and focus on what�s happening in the field.
The DNC was unable to compete with the Trump campaign in TV advertising in the first presidential debate, a decision that the Trump camp said was based on faulty research.
The Clinton campaign countered that the debate was a waste of time, as it could have been better used to attack Trump on the campaign trail.
Grunwald said the DNC is investing in an advertising team to be based in Iowa and Florida, the two battleground states.
The digital team will also have staff based in Philadelphia, the Democratic National Convention location that drew the biggest crowds in the party�s history.