"The big goal here it to expand the electorate," said an Obama for America official who spoke on condition of anonymity. "That's how we won in 2008, and we think that's the path to victory again in 2012. There's a registration component, and a turnout component for sporadic voters."

The campaign said in a statement: "Project Vote will drive our campaign strategy - from paid media, to digital outreach, to grassroots organizing and voter registration efforts - to communicate with and engage key demographic groups, such as African Americans, Women, Youth, Latinos, LGBT, Veterans, Asian Americans and others.

"Leading this effort will be the National Project Vote Director, Buffy Wicks and National Project Vote Deputy Director, Michael Blake ... In addition to launching Project Vote, the campaign is excited to announce Yohannes Abraham as the Deputy National Political Director, working under Katherine Archuleta, the National Political Director ...

"The Political team will also build on the campaign's commitment to technology and digital organizing by finding innovative ways to link stakeholders up with campaign related information and resources. And, joining Mitch Stewart, Director of Battleground States, will be Karine Jean-Pierre ... Stewart and Jean-Pierre will work closely to determine a state strategy that will result in 270 electoral votes. They will work closely with several departments including field, political and Project Vote."

Here are brief biographies released by the campaign:

—Katherine Archuleta joined Obama 2012 in July. Most recently she served as the Chief of Staff to Secretary Hilda L. Solis. @Archuleta2012

—Yohannes Abraham served as the National Political Director of Organizing for America at the Democratic National Committee. @YohannesOFA

—Buffy Wicks has a long history in grassroots mobilization, political organizing and civic engagement. She served as the Deputy Director of the White House Office of Public Engagement for President Obama. @buffywicks

—Michael Blake is the Deputy Director of Project Vote for the Obama for America Campaign. Most recently he served as the Deputy Associate Director in The White House Office of Public Engagement where he directed outreach to the African-American and Minority Business communities. @mrmikeblake.

—Karine Jean-Pierre is the National Deputy Battleground States Director, joining Mitch Stewart who is serving as Battleground States Director. Prior to joining the re-election campaign, Jean-Pierre served as a Regional Political Director at the White House Office of Political Affairs. @KarineJP2012

—Clo Ewing will serve as the Director of Constituency Press and will be the point person for all constituency questions and stories. Prior to joining the campaign, Ewing was a television producer for Harpo Productions and CBS News.

—Gabriela Domenzain will serve as the Director of Hispanic Press for Obama For America. Prior to joining the campaign Gabriela was the Communications Director for the Congressional Hispanic Caucus and a founding producer of Univision Network's Sunday-morning public-affairs show, Al Punto. Find her in The Quiet Car, or follow her at @GabiDomenzain.