us elections & campaigns 101
TRANSCRIPT
Class SixFebruary 19, 2014
US Elections &Campaigns 101
PlanningCampaigningTransitioning
Strategy vs. Tactics
Number 1 Question
“Why am I running for office?”
Tell > Sell
Does > Is
Mission > Money
Offline = Online
Cause > Campaign
Reinforce
Reward
Recognize
Refresh
Research
Remember “TIMP”
Time
Information
Money
People
Politics Art + Science
Identify
Problem
Issue
Event
Solution
Conclusion
Outcome
Victory
Tactics
Tools
Platforms
Audiences
Iteration
3 Stages of a Campaign
Planning
Campaigning
Transitioning
Planning
Strategy
SWOT Analysis
StrengthsWeakness
Opportunities Threats
Candidate
EducationMarried
Strength
Young
Weakness
Opponent
EmploymentMilitary
Strength
Old
Weakness
YoungPolicy
Opportunities
Lost election
Threats
ExperienceWell known
Opportunities
Scandal
Threats
Political and Historic Data
Voter historyDate of birth
Address / Phone / Email / SocialSchool
Employer
Identify Issues
Polling by firmDirect mail solicitationPress / Social / Blogs
Campaign team + Elected officials“Door to Door” / “Front Step”
Develop Database
Media contactsElected officials + Community leaders
Volunteers
Building the Team
Campaign ManagerPolitical Director
Communications DirectorScheduler
Volunteer CoordinatorPolicy Advisor
Candidate’s FamilyCoalitions + Committee + Endorsements
Research
Self + Opposition
Determine the Message
Issues important to votersPriorities of the voters
Strengths of the candidatesWeakness + Strengths of the opponent
Define the Issues
Keep it simpleAppeal to hearts / emotion
Tell a storyExplain how candidate has the answer
Budget for Campaign
Salaries + FeesPolling + Research Expenses
Office ExpensesTravel Expenses
Web + Digital ExpensesPaid Media Expenses
Event Expenses
Build the Timeline
Work from Election Day backwardsInflections points
Major events + holidaysFlow of the campaign season
Direct Mail + Messaging
Campaigning
Tactics
Direct Mail
Introduce candidateCandidate on the issues
Candidate endorsementsCall to Action / Volunteer
Protect / RefuteAttack opponent
Response to attack
Paid Mail
Introduce candidateCandidate on the issues
Candidate endorsementsCall to Action / Volunteer
Protect / RefuteAttack opponent
Response to attack
Phone Banks
Raise awareness / name identificationIssue monitoringIssue explanation
Polling Get Out The Vote
Scheduling
CalendarEvents
Pace + FlowAdvance
Reinforce Message
Grassroots
Door to DoorCoffeesRalliesSigns
Email / SocialTown Halls
Community Events
Opponent Engagement
MonitoringPreparing for debates
“Going negative”
Get Out the Vote - GOTV
Identify supportersPlan to get them to the polls
Knowing how many votes you haveWhere you are weak / Where you are strong
Coalitions
Modern Campaigning
Tactics
Play where your supporters are – not where you think they are
Channel online enthusiasm into specific, targeted activities that further campaign goals
Integrate online advocacy into every element
of the campaign
Steps of Activity
“provide opportunities for the most casual
supporters to stay involved, while also
providing more strenuous opportunities for the
smaller core of activists”
Group Website More PassivePersonal WebsiteEmail (newsletter)Web-based campaigningWeb-based discussion forumEmail (correspondence)BlogSocial CampaigningInstant Messaging + TweetingContributingTexting More Proactive
Advocate Social Personal
Create a groupRecruit othersHost an eventHost blogCoalition leader
Create a profilePost picturesWrite blog postJoin a groupAttend an event
Email / TextVolunteer WalkPhoneDonate
Transitioning
Strategy + Tactics
Building the Transition Team
Leadership (Co-Chairs)Staff
AppointmentsPolicy Review
Agency ReviewCandidate-elect support
Pre-election Checklist
Operations + SupportList of top appointments
Security clearanceCampaign “promise book”
Vetting appointments
Post-election Checklist
Select top Cabinet/staffImplementation plan, agenda, budget
Work with governmentDevelop policy priorities
Inauguration
“First 100 Days”
Coalition outreach + engagementMedia + Publicity
Policy changesLegislative success
Action + Energy
Marc A. RossCaracal [email protected]@marcaross+1 (703) 598-3242