in march 2013, national committee chairman reince priebus gave a stinging postmortem on the gop's failures in 2012, calling on the party to reinvent itself and to endorse immigration reform and said: "there's no one reason we lost. our message was weak; our ground game was insufficient; we weren't inclusive; we were behind in both data and digital; and our primary and debate process needed improvement". priebus proposed 219 reforms, including a $10 million marketing campaign to reach women, minorities and gays; a shorter, more controlled primary season; and better data collection and research facilities.