This series contains plans that were submitted by consultants seeking to represent and guide the Dick Thornburgh campaign for governor. Many were submitted spontaneously and in fact more than one consultant was used. Lance Tarrence provided much information, and David Garth was contracted for the primary election. Roger Ailes and Bailey/Deardourff were used in the general election. The plans are very detailed, many highly statistical, and frequently included polls/questionnaires to determine and convey potential outcomes. These were relevant not only regarding voters’ attitudes about candidates, but also for identifying issues of concern to the voters.
Since Waldman, the designated campaign manager, had never run a campaign before, he carefully reviewed each consultant's suggestions. Waldman’s own memoranda ultimately spell out the actual path of the campaign. The extensive Tarrance volumes were actually bound as books and have been maintained in that form. Additionally, information by Market Opinion Research (MOR) is included in this series and was extensively used while Thornburgh served as Governor. The material in this series dates from 1969 to 1978.