Campaign Planning

1

• Campaign Planning

2
Campaign Resources

• Time
• Money
• People
• Talent

3
The Campaign Plan

• Political Environment Evaluation Targeting
• Campaign Strategy
• Campaign Tactics
• Campaign Timeline
• Campaign Management Structure
• Campaign Budget

4
Political Environment Evaluation

• District Analysis
• Vote History
• Candidate Profiles
• Other Political Races and Issues Affecting
  Environment
• Media Analysis

5
Strategy

• Strategy is a concept, or a set of concepts that
  if implemented, will give the candidate and
  campaign the best opportunity for victory.
  Strategy determines
• Who the voters you need to win
• Why the reasons they will vote for you
• What the unifying message to address them
• How and Why the tactics and timelines to
  implement the strategy

6
Tactics

• Organization
• Scheduling
• Grass-Roots Organizational Programs
• Communications
• Finance

7
Other Elements

• Timeline
• Management Structure
• Budget

8
Writing the Plan

• Create a Planning Team
• Gather Research
• Generate Ideas
• Make decisions
• Review draft
• Get Approval
• Implement Plan

9
Evaluation of the Plan

• Comprehensive
• Objective
• Measurable
• Achievable
• Established
• Accountable
• Dynamic
• Win-oriented

• Functional
• Unique
• FinallyCritical Decisions

10
Campaign Organization
11
Principle of Organization

• You must have a political plan
• The organization must fit the needs of your
  campaign
• An effective organization utilizes the unique
  talent and abilities of its people
• The organization is the heart of the campaign
• Follow protocol when creating an organization,
  even if youre a renegade.

12
The Candidate

• The Central Figure
• Chief Cheerleader
• Chief Spokesman
• Chief Fundraiser
• Chairman of the Board
• Chief Campaigner
• Trusting Boss
• Family Support

• Good Guy
• Initiator, Innovator Leader

13
Candidate Preparation

• Get Your House In Order
• Listen, Learn and Lead
• Conduct District Voter Research
• Meet Opinion Leaders
• Learn Media Players
• Learn Community Organizations
• Polish Personal Skills
• Recruit Management Team
• Select Party Support

14
The Candidates Spouse

• Campaign Roles for the Spouse
• Working with the Candidates Spouse
• The Candidates Spouse and Fund-Raising

15
Campaign Personnel

• Campaign Manager
• Campaign Committee Chairman
• Campaign Committee/ Executive Committee
• Steering Committee/ Kitchen Cabinet
• Campaign Treasurer
• Legal Counsel
• Finance Chairman/ Director

• Finance Committee
• Volunteer Chairman/ Director
• Scheduler
• Public Relations Chairman/ Media Secretary
• Headquarters Chairman
• Field Operations
• Special Projects Chairman
• Coalitions/ Special Voter Group Chairmen

16
Campaign Consultants

• In addition to hiring a campaign manager, an
  increasing number of state legislative and local
  campaigns are hiring campaign consultants
• Consultants are hired to provide services or
  advice needed by a campaign and do not replace
  the need for a manager, steering committee and
  volunteers

17
Volunteers

• Recruitment
• Positive Approach
• Time Frame Procedure
• Recruitment Phone Conversation
• Volunteer Confirmation Letter
• Reminder Call Phone Conversations
• Volunteer File Card/ Pledge Card
• Follow up

18
Headquarters

• Finding Headquarters
• Setting Up Headquarters
• Opening Headquarters
• Office Hours
• Office Routine
• Cleaning
• Volunteer Projects
• Staff Work
• Headquarters Personnel
• Grand Opening

• Closing Headquarters
• Organize and Box Files
• Pay Bills
• Shut Off Utilities
• Get Deposits Refunded
• Clean the Facility
• Return Keys and Borrowed Items
• Leave a forwarding address and phone number

19
Campaign Schedule
20
Schedule Strategy

• Time
• Geographic Areas
• People

21
Scheduling Operation

• One person must be in charge of candidates
  schedule
• Most campaigns rely on volunteer scheduler
• A sound decision-making process should be created

22
Scheduling Inventory

• Maps
• Target Areas
• Leaders
• Organizations
• Contacts
• Special Events
• Locations

• Rating of Organizations
• Community Calendar
• Activities List
• Drive Times
• Phone/Address List

23
Rules for Effective Scheduling

• Only Scheduler Does the Schedule
• Know How the Candidate Likes to Campaign
• Know Everything About the Event the Candidate is
  Scheduled to Attend
• Give Accurate and Complete Directions
• Do Not Schedule Events Too Far in Advance
• Each Request for the Candidates Time must be in
  Writing
• Dont Be Afraid of the Word Detail

24
Types of Events

• Political Rallies Dinners
• Local Forums
• Street Campaigning
• Fairs Celebrations
• Ethnic Gatherings
• Sports Events
• Issue Organization Meetings
• Caravans

• Joint Appearances Debates
• Coffees Receptions
• Scheduled Appointments Call Lists
• Fund-Raising Activities
• Media Activities
• Town Hall Meetings Public Hearings
• Task Force Meetings

25
A Schedule of Events

• The Point of Decision
• Responding to Requests
• Filing
• Schedule Book

26
Campaign Tactics
27
Voter Contact Guidelines

• Planning
• Targeting
• Recruiting Workers
• List Inventory Preparation
• Prepare Materials Make Arrangements
• Train Workers Monitor Program
• Using the Information
• Wrap-Up

28
Fundraising

• Major Donor
• Direct Mail
• Telemarketing
• Grassroots

29
Major Donor

• Peer to Peer
• Special Events
• Reception
• Dinner
• Home Events

30
Direct Mail

• Low Dollar vs. High Dollar
• House File
• Prospecting

31
Telemarketing

• Prospecting
• Low Dollar
• High Dollar
• Peer to Peer

32
Grassroots

• Events
• Mail
• Phones

33
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