Reince Priebus pledged to grow his party by making direct appeals to minority and young voters as well as dedicating campaign resources to try and win in traditional Democratic states, as members of the Republican National Committee re-elected him Friday to a second two-year term at their Winter Meeting.
"We must compete in every state and every region, building relationships with communities we haven't before," he said. "At the RNC, we are dropping red and blue analysis. We must be a party concerned about every American in every neighborhood."
Last month, Priebus created a task force to re-examine every aspect of the RNC's operation from voter outreach and general messaging to the GOP's digital program and plans for the 2016 presidential primaries. The group, comprised of RNC members and well respected Republicans, are expected to issue their recommendations in March.
In his remarks, Priebus emphasized that Republicans did not need to "compromise our principles," but there was wide acknowledgement among Republicans attending the meeting, including from the chairman, that offensive language towards women and strong rhetoric by some GOP lawmakers and opinion leaders on the issue of illegal immigration had made it difficult to sell the GOP brand beyond its base.
On Thursday evening, Louisiana Gov. Bobby Jindal told attendees during a dinner speech that the GOP needs to "stop being the stupid party."
In an interview with CNN published earlier this week, Priebus said that he has already begun talking to donors about helping fund an expanded infrastructure program.
In his Friday speech, Priebus signaled to the state Republican leaders and grassroots activists that their support will be needed if they are to be successful.
"Simple outreach a few months before an election will not suffice," he said. "In fact, let's stop talking about reaching out and start working on welcoming in. Political support is cultivated over time, not collected on Election Day."
Priebus ran unopposed for a second term when his only challenger failed to qualify for the ballot.