building a Dem message

In yesterday's thread I asked, can bloggers do better than Beltways Dems [at crafting a message for the party?].

There was a bunch of input, but building a message for the whole party is more challenging than I expected.

Who is the message for? To fire-up the base? To reach "swing" or "margin" voters? Who are these people?

What areas should the message be divided into?

IrishAlum posted the NDN agenda which included

• Expand Prosperity and Opportunity
• Assert Responsible Global Leadership
• Protect the Homeland
• Strengthen Families and Communities
• Modernize Our Health Care System
• Leave Behind an Even More Beautiful America

Is this a good division of the big picture under which more specific ideas can be added?