Obama, Romney campaign officials dissect 2012 election at Dole Institute

Barack Obama (left) and Mitt Romney are pictured in this composite. | AP Photos

The Obama team believes Romney's vice-presidential pick cost him Florida. | AP Photos

LAWRENCE, Kan. — The Republican base saw the president as weak and beatable, but Mitt Romney’s high command struggled to find a winning message.

“The bottom line is that the Obama campaign [had] a candidate that was very hard to lay a glove on because he was somebody that the American people, by and large, had decided that they just liked,” said Romney’s deputy campaign manager Katie Packer Gage.

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This conclusion, and many others, came during a conference sponsored by the Robert J. Dole Institute of Politics at the University of Kansas on Thursday and Friday, which included senior officials from both campaigns.

“It was one of the most frustrating things in our campaign,” Gage added. “In focus group after focus group, when you would sit down with this sort of narrow slice of voters — undecided female voters who had voted for Barack Obama in 2008 — they weren’t ready to vote for Barack Obama yet, but when we would test message point after message point after message point, there was almost nothing that would stick to this guy because they just liked him personally.”

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The Obama campaign representatives, meanwhile, believed they would lose the election if it was a referendum on the president. His team felt they needed to launch an expensive ad campaign attacking Romney immediately after he wrapped up the GOP nomination because the president was already a known commodity.

“We knew we had to make it a choice,” said Jeremy Bird, national field director for the Obama campaign.

(Also on POLITICO: Obama outspent Romney in last days)

Romney national political director Rich Beeson marveled at the customization of the Obama campaign. They tailored advertisements in key media markets to key constituencies, sometimes airing nine different spots on one day.

“We were going after it with a meat cleaver, and they were going after it with a scalpel,” he said.

Here are some other takeaways from the conference:

The Obama campaign believed they needed to add more voters to the rolls.

That required beefing up a massive, costly field operation in 2011. “We had time, and that was very beneficial to us,” said Marlon Marshall, the Obama campaign’s deputy national field director. “We were able to figure out early on in a state like Florida we have to change the electorate in order to be successful. We spent a year, almost a year-and-a-half, registering voters … in order to keep Florida on the map.”

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