Unlike the House map, the Republicans’ path to success in the upper chamber runs through 10 states Trump won in 2016 — five of them by double-digit margins. But beyond those favorable fundamentals, the GOP is looking to the president to lead something of a mass-marketing campaign against well-known Democratic incumbents.

Party operatives see the president’s penchant for coining catchy — and pejorative – nicknames, along with his made-for-television campaign rallies, as particularly helpful through the long primary process, helping to define the opposition while Republicans pick their nominees.

“The messaging power and the branding power Trump has is different from any elected official,” said one Republican familiar with Senate races this year. “It’s a very valuable asset he has, and that he alone has been able to hone.”