Campaign Plan & Strategy

1. Campaign Plan & Strategy

2. 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

3. Electoral requirements … • Regular • Meaningful choices • Freedom to field candidates • Universal Suffrage • Equality of votes • Secret Ballot • Neutral & Effective Admin of elections

4. 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

5. Elections & 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

6. OK, 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 …!

7. The Scoop on Elections • Elections are really about: • Drawing your attention to something • Telling you whose to blame for it

8. 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

9. Resources 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

10. Key Elements of a Campaign • Viable Party, Issue & Purpose • Effective Organization • Adequate Finance • Convincing Contrast • Meaningful Base of Support

11. Components of a Campaign Plan • Vision of the Campaign • Political & Demographic Profile • Assumptions • Strategy • Theme & Message • Tactics • Time Line • Measurable Results • Budget • Finance Plan • Cash Flow • Master Schedule

12. Planning 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!

13. 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

14. 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

15. 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?

16. 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

17. Targeting – 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

18. Targeting – 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.

19. Targeting 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

20. 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.

21. 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

22. What is Strategy? • Definition:- • What we need to do to win? • Objective:- • Keep it S.M.A.R.T.

23. S.M.A….. • Specific: Be precise about what you are going to achieve • Measurable: Quantify your objectives • Achievable: Are you attempting too much?

24. ...R.T. • Resourced: Do you have enough Resources? (people, money, machines, materials, minutes) • Timed: The date for completion

25. 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

26. Components 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

27. 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