But his main message: the GOP has to start relating to people better.
"Our party's had a real quality of context problem," he said on CBS's "Face the Nation." "We have become a party that parachutes into communities four months before an election and while that’s how we’ve operated for years and years … in comparison to the other side, the Obama campaign lived in these communities for years. The relationships were deep."
The program is a result of the Growth and Opportunity Project, the RNC's efforts to diagnose what went wrong in 2012 and make recommendations for the future.
Under the new program, the RNC will send "hundreds of people" into communities across the country, particularly minority communities. The staffers will become "a part of the community on an ongoing basis, paid for by the RNC to make the case for our party and our candidates," he said.
Having a long-standing presence in these communities, he said, will help the party prevent things like Todd Akin's "legitimate rape" comments last summer from turning people off of the GOP altogether.
"If you're not talking to people, and the level of familiarity isn’t there, then silly things like Todd Akin and some of the goofy things that were said ... there's no relationship to explain anything," he said.