WASHINGTON, March 17 (Xinhua) -- The U.S. Republican National Committee plans to spend 10 million dollars this year in dispatching hundreds of party workers into Hispanic, black and Asian communities to promote its brand among voters who overwhelmingly supported Democrats in the presidential election held last year, said the committee's chairman Reince Priebus Sunday.
With the memory of loss last fall still fresh, the Republican National Committee is poised to make every effort to cope with the changing demographic landscape of the country, including expanding outreach to the minority communities.
"We're going to be announcing a 10 million dollars initiative just this year and it will include hundreds of people, paid across the country, from coast-to-coast, in Hispanic and African-American, Asian communities, talking about our party, talking about our brand, talking about what we believe in," said Priebus on CBS News' "Face the Nation."
"We have become a party that parachutes into communities four months before an election," said Priebus. "In comparison to the other side, the Obama campaign lived in these communities for years. The relationships were deep, they were authentic."
The Republican National Committee also plans to restructure its digital strategy to close the technology gap with Democrats in recent campaigns.
President Barack Obama's re-election and Republican challenger Mitt Romney's loss sparked a period of soul searching among the fractured GOP, which is now struggling to revamp its brand and to appeal to the country's voters of ethnic backgrounds who have not been associated with it typically.
The U.S. demographic landscape is undergoing a major shift as the current minority communities continue to grow while the whites could become minority in the next three decades, according to the U.S. census.
Hispanics, the fastest-growing group in particular, is a huge target group that Democrats hope to secure and Republicans aspire to win back in future elections. Latino-Americans voted for Obama over Romney 71 percent to 27 percent in the 2012 presidential race.