Campaign Plan & Campaign Plan & StrategyStrategy

What are Elections ……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 …Electoral requirements …

Regular Meaningful choices Freedom to field candidates Universal Suffrage Equality of votes Secret Ballot Neutral & Effective Admin of elections

Elections & Their Issues 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 IssuesElections & 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, OK, So what are they really?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 ElectionsThe 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?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 CampaignResources of a Campaign

Time: Most essential commodity Finite, cannot be created or regained once lost

Money: Limited

People: Less limited, Coordination

Ideas: Unlimited, if encouraged

Key Elements of a CampaignKey Elements of a Campaign

Viable Party, Issue & Purpose Effective Organization Adequate Finance Convincing Contrast Meaningful Base of Support

Components of a Components of a Campaign PlanCampaign 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 VictoryPlanning 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?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: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: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: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 – Targeting – using the Numbers: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 – Targeting – using the Numbers II: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 Targeting a.k.a. Electoral Math: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: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: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?What is Strategy?

Definition:-

What we need to do to win?

Objective:-

Keep it S.M.A.R.T.

S.M.A…..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. ...R.T.

Resourced: Do you have enough Resources? (people, money, machines, materials,

minutes)

Timed: The date for completion

Components IV: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 VComponents 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:Components VI: Measurable Results:

Check on where you are frequently to avoid Election Day surprises

Example: Increase in support through polling Check on fundraising goals & mailings etc

Budget / Fundraising Plan: Paid Media Staff / Consultants / Taxes / Office expenditure Travel Voter Contact / Mail / Web outreach programs GOTV Fundraising Goals Cash Flow

Master Schedule