“The fight to turn Texas blue starts now.” That is the headline that greets visitors to the newly launched Battleground Texas website. Today, the independent group formally launched its efforts to make Democrats competitive in what’s been a traditionally Republican stronghold.

The organization is headed up by some of President Obama’s top 2012 campaign staffers, two of whom have been dispatched to Texas to lead efforts on the ground. Former Ohio field director Jenn Brown will serve as executive director while former DNC digital strategist Christina Gomez will be the digital director.

Gov. Rick Perry has dismissed efforts to move Texas into the swing state category. Last week, he told the Wall Street Journal that

”The University of Texas will change its colors to maroon and white before Texas goes purple, much less blue.”

The Dems’ response? Game on. Battleground Texas will use the organizing strategy used in President Obama’s 2012 campaign to register more voters and mobilize existing voters to get the polls and cast a blue ballot.

The real measure of success, however, may come in the form of funding. In an interview on Capital Tonight in January, TDP communications director Tanene Allison stressed that point. “That’s the most exciting thing about Battleground Texas, is that they have a lot of money, and so it’s a lot of money that’s coming into Texas,” Allison said. “And part of what this shows is the nation is now paying attention to Texas.”