"Our standard should not be universal purity, it should be a more welcoming form of conservatism," Bradshaw said, bluntly adding that the party "needs to do better with women" and it needs to address the "unique concerns" women voters have.
The theme of inclusion continued with Glenn McColl, a national committeeman from South Carolina who insisted the party seems to some as "intolerant and unaccepting of differing points of view."
"If our party isn't welcoming and inclusive young people and increasingly other voters will continue to tune us out," McColl said. "The party should be proud of its conservative principles but just because someone disagrees with us on 20 percent of the issues does not mean we can't come together on the rest of the issues we do agree on."
Before Priebus unveiled the report, the group, including the committeewoman from Puerto Rico, Zoraida Fonalledas, addressed the crowd of reporters in Spanish and she too stressed the need for a change in tone and for candidates to be compassionate and inclusive.
"If Hispanic Americans hear the GOP doesn't want them in the U.S.A.," Fonelledas said, "they won't pay attention to our next sentence. It doesn't matter what we say about education, jobs or the economy. If Hispanics think we don't want them here, they will close their ears to our policies."
The report was much more pointed in its critique of Mitt Romney, specifically pointing to his "self deportation" comment as turning off Hispanic voters.
Fonelledas added that theirs was not a "policy committee," but they believe the party should "embrace and champion comprehensive immigration reform."
During Priebus' address, he focused on five areas where they are taking "immediate, substantive action," including "messaging, demographic partners, campaign mechanics, technology and the primary process."
The report has an extensive list of ways to reach out to voters of color, including recruiting candidates and outreach to universities, especially a "strong focus" on historically black colleges. The $10 million field program will begin immediately and hire hundreds of paid field workers to reach out to minority and female voters.
"We've never put this many paid boots on the ground this early in an off-year," Priebus said. "We have also never been this dedicated to win minority votes household to household."
As for how they will re-vamp their digital and data gathering processes, they will invest more money, encourage "innovation," but also head on the road holding "hackathons" in cities like San Francisco, Austin, New York and Denver.
They will also set out on a "digital road show" once their new digital and data plan is in place. They will also open an RNC field office in San Francisco.
The third element to the project called for a shorter primary process, comparing 2012's 20 debates to only six in 1980. The number now is not "rational" and they're calling for an earlier convention.
Such an overhaul takes money, of course, but Priebus says he has already discussed the changes with GOP donors and they are "ready to go."
Priebus was asked at the end of the event during a question-and-answer portion how he will make the language of the GOP more open to gay Americans and women and Priebus noted that Sen. Rob Portman's public reversal last week in which the Ohio Republican said he now supports same-sex marriage helps the message of openness.