election campaign planning-research and targeting
Post on 12-Apr-2017
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Campaign Planning: Research & Targeting Basics
www.KarakoyunStrategies.com
Elections are about the future, not the past
Voters want to know what you will do to make their lives better. The election is about voters.
It is not about the candidate, the party, the European Union.
The Essence of Every Campaign
Math• Determine how many votes to win
Targeting
• Determine where those votes will come from
Voter contact
• Persuade that many voters to vote for you and ensure that many supporters vote
Four Strategic Choices to Winning
Mobilize voters
Persuade undecide
d
Change the
electorate
Do some combinati
on
CAMPAIGN PLAN:
A campaign plan is a written document that contains all of the strategies, tactics and activities that will drive your campaign.
A campaign plan defines the priorities of your campaign and outlines why, what, how and when you are doing things, and what those things will cost.
Roadmap to Success
A Good Plan:
Written Flexible Explainable Takes nothing for granted and includes the
obvious Based on research Has clear goals and objectives Links targets + message + voter contact Has a timeline, clear responsibilities and a
budget
If it’s not WRITTEN DOWN, the plan does not exist.
Golden Rule
1) Research & Vote Goals 2) Campaign Message 3) Communications Strategy 4) Message testing5) Finance plan6) Turnout and election monitoring
Campaign Plan in 6 Steps
Click icon to add picture
Research & Targeting The Building Blocks of Your Strategy
Prepare: Research Leads to InformationKnow the candidate
Who are they, why are they running?
Who do they represent ?External Environment
Who are the voters? What are the “hot”
issues/problems?What is your local political
environment? Know Your District's Election History
Get into Your Opponents Shoes
Information Builds a StrategyDetermine a vote goal
Path to victory
Set the other goals you hope to achieve Path to long term success
Build a strategy to attain your goal(s)
Identify your targets
How many votes do I need to win?
Different math, same concept
Proportional Representation makes votes to win calculation more complicated
But the tactics are similar: Do we more efficiently increase our numbers by
trying to turnout our base or persuading undecided voters?
Are there certain geographical areas that are more receptive than others?
Are there certain demographic groups that are more receptive?
Why Research First?
Research determines where you put your people and how you spend time & money.
Research drives your message.Research builds confidence in
your strategy.Without research, you’re just
guessing
What Should We Research?
1) Election rules
2) Characteristics of the district
3) Characteristics of the voters
4) Past elections
5) Main factors affecting this election
6) Your candidate(s)
7) Viable opponents
Targeting
Universe
of likely supporters
“Saints”
Base supporters
“Those who can be saved”
Both sides will pursue them
“Sinners”
You will never have these supporters
Questions to ask…
• Who are my main group of supporters?
• How many persuadable voters are there?• Where do they live?• How do I reach them?
• Do persuadable voters care about different issues than my supporters?
“Patterns of Life”: major employers, population centers, commuting patterns, gathering places, community events
Political landscape: Important political players, strength of other political parties, influential families, civic and business leaders; Who are your opinion leaders, your “influential 10%”
Media: Where voters get information, gathering places, religious centers, local media outlets, reporters?
Additional Research
How do voters get information?
Data is Your Friend!
Geographic: population centers, urban/rural %
Demographic: age groups, income levels, education levels, main professions, religious or ethnic backgrounds..
European Parliament Election 2014Voting Trends from 2009
2009 EP Voting Trends
The turnout was 43% Significant increase in turnout in eight countries Very little change in eight others Very sharp fall in the 11 others
Voting Behavior Slightly fewer women vote than men voted
42% compared to 44% Fewer young people than elderly people
71% of 18-24 year olds did not vote Fewer unemployed people than senior
managers Fewer early school leavers than graduates Slightly fewer city dwellers than inhabitants of
rural areas Political affiliation
59% of centre did not vote 61% of right did, 20 point difference in turnout
Attachment to the EU resulted in only a nine point difference
Walk Away
Hardest groups to mobilize: left school before the age of 16 are unpoliticised have difficulty in making ends meet
at the end of the month
Need more advance time, more resources and more targeted persuasive messaging
Decision time
When abstainers decided not to vote (of the 57%)
“Unconditio
nal
” 22% were
never g
oing to
“Considered”
33% said weeks
or months prior
“Impulsive”32% said few days before or day of Ignore them, but how to identify?
65% of drop off combined
Lack of Trust Biggest Reason Why
Recollection of a Campaign?
67% of Europeans remembered having seen a television or print media campaign encouraging them to vote.
If you want influence, start early Half of voters said they always vote the
same way. Party loyalists One-third early deciders.
If election programs begin only in the final weeks, does this influence voter choice?
Reasons for voting
Reasons directly linked to the European Union are not among the main reasons to vote, or not vote (in 2009)
Voters who turned out did so first and foremost to fulfil their duty as citizens, ahead of strictly political or European motivations.
A little under a quarter of voters said they voted to support a political party to which they felt close.
Most Motivating Issues
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