John Smith for CongressCampaign Plan

Objectives

• Create a compelling and easy to remember campaign message.

• Build a grassroots network across the district.

• Build a campaign committee of key influentials.

• Raise $400k for the Republican primary.• Raise $1.1 million for the general

election.• Win

Administration

• Early July 2011 - State/Federal legal filings of candidacy – Jared Stimson, attorney-at-law

• Late July 2011 - Open campaign checking account – Rachel Plank, CPA

• June 2011 – Begin signing up key influentials for campaign committee – Larry Romero, campaign chairman

• August 2011 – volunteer/activist sign-ups, volunteer coordinator Tim Wells

Message“If you can find it in the yellow pages government probably should not be doing it.” –Gov. Mitch Daniels

• Freeze all non military spending projects.

• Conduct year long public audit on all Government spending with full CSPAN coverage.

• Immediate “tax holiday” for all small business’ that gross less than 5 million annually.

• Replace Socialized National Healthcare and replace with Health Savings Accounts.

Positioning• What do I want to say?

– Government spends too much of our money.• Why do I want to say it?

– Because I believe it and it will connect to average non-political voters.

• Who do I want to listen?– Middle income married two income families

• Is my message important/relevant to voters?– Yes. Unemployment and taxes are up in the last 4 years

in the district.• How will I deliver this message?

– Aggressive speaking and public appearance schedule. Well funded online and offline advertising campaign.

Positioning GridMe on Me-Veteran-Small biz owner-Husband and father of 3-Local Youth Football league commissioner

Him on Him-Experience-Brought home “pork” on Main St. bridge-Veteran-Attorney

Me on Him-24 years in Congress must mean he does not understand our problems.-Voted for massive spending projects.-2 ethics violations for relationships with special interests group.-Pro choice and anti 2nd Amendment.

Him on Me-No experience.-Will be a tool of “big business”.-2 EPA violations of his company make him bad for the environment.-Supports a “flat tax” that would hurt home owners.-Pro Life gun nut.

Budget• 20% salaries, office and overhead• 7% cost of fundraising• 5% polling• 10% online ads/engagement• 14% mail• 5% phones• 39% TV and radio

The Numbers• 2008 voter turnout 62% - 2012 will be

approx 60%• 2008 198,340 total votes cast – 2012

approx. total votes cast will be 188,651• We will need 96,212 votes to win.• Votes will come from

– Washington County 31%– Taylor County 27%– Bourbon County 19%– White County 12%– Zeller County 11%

2008 vs. 2012• Anti-Republican sentiment has died

down and Obama not as popular.• Johnson for Congress campaign only

raised $742k and only got 42% of the vote.

• Smith for Congress has better fund raising potential and incumbent was hit with another ethics violation last year.

Campaign Allies• Centerville NFIB chapter• Right to Life of Indiana• Hucksaw Valley Deer Hunting Club• Washington County Taxpayer Alliance• Local Republican clubs

Schedule• Important date• Important date• Important date• Important date• Important date• Important date• Important date• Important date• Important date• Important date

Grassroots• County chapters of Smith for Congress will meet

monthly for planning and brief form candidate or campaign manager.

• Use facebook fan page to let fans choose yard sign, bumper sticker and t-shirt designs for the campaign.

• Public Google calendar will allow grassroots leaders to update campaign on specifics of all local events.

• “SmithText” mobile campaign will allow campaign to keep fans updated and current on day-to-day campaign activities and candidate travel.