campaign20plan202620strategy
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Transcript campaign20plan202620strategy
Campaign Plan &
Strategy
What are Elections ……
Reveals society mindset
Outlet for civil conflict
Confer political legitimacy
Decision making mechanism
Choose leaders / representatives
Choose policy
Illusion of public participation
Citizens co-responsible for decisions
Accountability
Electoral requirements …
Regular
Meaningful choices
Freedom to field candidates
Universal Suffrage
Equality of votes
Secret Ballot
Neutral & Effective Admin of elections
Elections & Their Issues
Structural:
Infrastructural
deficiencies – roads
Lack of resources
Urban / rural divide
Procedural:
Not Transparent
Unpredictable rules
Violent Political
environment
Not free or fair access
to media, information
& institutional support
Elections & Their Issues
Societal:
Inequality & poverty
Education
Ethnicity, racism
Gender
Political:
Weak state capacity
No Democratic culture
Selfish leadership
NO ELECTORAL
STRATEGY
ALL PARTIES THE
SAME
No Constitutional control
Weak civil society
OK,
So what are they really?
Marketing Exercises
Tell you one of two things:
If you vote for me …
You’ll find true love, fulfillment, prosperity
If you don’t … you’ll …!
The Scoop on Elections
Elections are really about:
1.
Drawing your attention to something
2.
Telling you whose to blame for it
How do we do it?
Polling
What issues are important to people
Have you ever been asked what matters to you? You
are voters, right? You are registered, right? You do
vote, right?
Message / Slogan
Rallies & Meetings
Media
GOTV
Resources of a Campaign
Time:
Money:
Limited
People:
Most essential commodity
Finite, cannot be created or regained once lost
Less limited, Coordination
Ideas:
Unlimited, if encouraged
Key Elements of a
Campaign
Viable Party, Issue & Purpose
Effective Organization
Adequate Finance
Convincing Contrast
Meaningful Base of Support
Components of a
Campaign Plan
Vision of the Campaign
Political & Demographic Profile
Assumptions
Strategy
Theme & Message
Tactics
Time Line
Measurable Results
Budget
Finance Plan
Cash Flow
Master Schedule
Planning for Victory
A Written Campaign Plan is a Must!
Often neglected
Think they can keep it all in their heads
DON’T Doubt the need for a plan!
WHY?
Any business, organization, and sport/game has a plan of attack
Helps you avoid wasting time, money and people
Keeps agreement within the campaign organization
Accountability for all within the campaign, measures progress
Campaign blueprint:- outlines priorities & identifies new
opportunities
A PLAN IS NOT A PLAN UNTIL IT IS WRITTEN DOWN!
Who should Write a Plan?
Writing a plan alone means implementing it
alone!
Team Sport
Campaign Manager, Finance Director,
Consultant, Field & Communication Staff, Senior
Executive Members
Depending on the campaign, plan may be short
& simple or detailed & sophisticated
Components I:
Vision:
Setting ambitious BUT realistic goals that consider
available resources (i.e. time, money, people, ideas)
These goals will help measure your success regularly
Political & Demographic Profile:
District summaries; voting preferences of area
Includes election history, registration, part affiliation,
status of elected officials
District Profile I:
Answer the following questions:
Population – Urban / rural / suburban / retirement
communities?
Economic state of the area:
One industry or business?
Dual-income families?
Income Levels?
Private Schools?
Current unemployment rate?
Religious or Ethnic make-up
Party Registration
Who is undecided? How big is this group?
District Profile II:
How to use this information?
Find the swing voters & target them with most of your
resources
Your Base will be with you no matter what
Targeting –
using the Numbers:
Premise – people who think & vote alike live near
each other
You want to spend more time in high-support, low
turnout areas & swing areas
SINNERS, SAINTS, SAVEABLES
SINNERS – will never vote for you, even if you give them
$1 million
SAINTS – will vote for you regardless
SAVEABLES – Swing & undecided
These trends help formulate the campaign theme and
message
Targeting –
using the Numbers II:
Electoral Commission
Preferably take the same race & go back 4 or 5
cycles
Look for the best results (from your Party)
Look for the worst results (from you Party)
What you want is:
How many people will vote in the election?
What is the partisan support?
Volatility of voters in district.
Targeting
a.k.a. Electoral Math:
Total Votes = calculate all votes cast
Turnout = Total Votes Cast / Total Register
Voters on Election Day (EC calculates for you)
Votes needed to win e.g. Total projected
Voters x .50 + 1 (depends on number)
Swing Factor = Strong Party outcome (percent)
– Weak Party outcome (percent)
Base Vote = the worst your party will do in an
area
Components II:
Agree on a set of Assumptions
Aids decision-making process during campaign
If assumptions are wrong, see it as a signal that
perhaps a strategic / tactical shift needed
Look at the Following:
What is the national / provincial climate?
How strong is your opponent / other candidates?
What are your strengths and weaknesses? Give 5
reasons for each.
Components III:
Strategy:
Answer these questions –
WHO IS GOING TO VOTE FOR ME & WHY?
HOW WILL I REACH THEM?
Most of this information is in the District Profile
What is Strategy?
Definition:
What we need to do to win?
Objective:
Keep it S.M.A.R.T.
S.M.A…..
Specific:
Be precise about what
you are going to achieve
Measurable: Quantify your objectives
Achievable:
Are you attempting too
much?
...R.T.
Resourced:
Do you have enough
Resources? (people, money,
machines, materials, minutes)
Timed:
The date for completion
Components IV:
Tactics:
Media Plan – paid, earned, press operation, web
technology
Research Plan – Opposition, Issue, Survey & Focus
groups
Organization / Field Operations Plan – Targeting,
Scheduling, Coalition building, Voter contact,
Surrogates, Field Offices, County Coordinators, GOTV
Timeline:
Track Mailings, fundraisers, rallies etc
Coordinate staff-intensive or expensive projects like fundraising &
field events
Components V
Theme & Message:
What your campaign stands for, plans for the future
Persuade voters you have THE BEST PLANS FOR
THE FUTURE
Clear, Short, Simple, Memorable
Components VI:
Measurable Results:
Budget / Fundraising Plan:
Check on where you are frequently to avoid Election Day
surprises
Example: Increase in support through polling
Check on fundraising goals & mailings etc
Paid Media
Staff / Consultants / Taxes / Office expenditure
Travel
Voter Contact / Mail / Web outreach programs
GOTV
Fundraising Goals
Cash Flow
Master Schedule