The campaign — a major ad buy that could last months — aims to undercut dire tea party warnings that the standards amount to a federal power grab, akin to Obamacare. The TV spots and online ads will project a positive tone, featuring teachers praising the Common Core.

In a parallel effort unfolding mostly in deep red states, thousands of small-business owners and corporate executives have been bombarding state lawmakers with emails, calls and personal visits to press the point that better standards will mean a better workforce and ultimately, a better economy. They’ve been joined in some states by military officers who argue that not just the economy, but national security is at stake.

The strategy: Give conservatives reasons to support the Common Core — and make clear they will reap dividends if they do.

“We’re telling the legislature that this is our No. 1 issue,” said Todd Sanders, CEO of the Greater Phoenix Chamber of Commerce. “We will be watching.”