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Not Shock and Awe’ : Hillary Clinton Plans Slow, Smaller Rollout

Hillary Clinton has plenty of experience speaking to packed gymnasiums and convention centers, but this spring, you’re more likely to see her campaigning in a coffee shop or even someone’s living room.

Sources familiar with the planning of her impending rollout say that after her announcement, which is planned for Sunday, Clinton will take a more slow and steady approach to campaigning than in her failed 2008 bid, focusing on her knack for connecting with individuals in more intimate settings.

The idea, said a person involved in the rollout, is “not shock and awe” but a slow initial tempo over about 100 days, “not a blitz, but a slow ramp up.”

Her announcement video also will not include any variation of her 2007 that “I am in to win,” a message that was later derided as too focused on Clinton’s personal story and ambitions.

“This will be about voters, not her,” said one source.

The strategy, these aides say, is about focusing on what Clinton feels she does best: personal, small venue interactions like in diners in early primary states.

Her travel schedule, which aides will not discuss publicly at this point, will “implicitly” demonstrate her focus on not taking for granted the early primary states. Staff has been already hired in Iowa and New Hampshire.

The team is mindful of how the former secretary of state is different than President Barack Obama. While Obama excels in a speech before thousands, as he did in his Springfield, Illinois announcement in 2007, the president is considered by some on Clinton’s team as less effective in small settings.

Clinton, they argue, is not known as a big venue speaker but is effective at making personal connections.