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Framing, Spreading and Planning the Message

Framing, Spreading and Planning the Message . Why the Message is Important . People get 1500 messages a day A person must be touched 8 times before a message sinks in Gives people a reason to vote for you . General Rules . Message should be simple, concise, consistent and repeated often.

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Framing, Spreading and Planning the Message

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  1. Framing, Spreading and Planning the Message

  2. Why the Message is Important • People get 1500 messages a day • A person must be touched 8 times before a message sinks in • Gives people a reason to vote for you

  3. General Rules Message should be simple, concise, consistent and repeated often. Never be afraid to be redundant.

  4. Communications Plan • The blueprint for: • How you will reach your voters • What you will tell them • When it all will happen

  5. Message Strategy • Who Is Going To Vote For You? • Describe the coalition of voters you will assemble. • Describe the issues you will use to win those voters. • Discuss the contrasts you will draw with your opponent. • Identify some of the major programs your campaign will undertake.

  6. Message Planning (What you will tell them) • Three main parts • Who the candidate is • What the Candidate stands for and believes in • Why the candidate is a better choice than the opponent

  7. Who the candidate is • Biography • Family history • Personal History • Job/Professional information • Community service information • Other positive information that voters should know about

  8. What the Candidate stands for and believes in • Why I’m running/30 word statement. • Short summary of why you are running. Should be positive and repeated often. • Campaign Theme • 3 words- (A New Beginning, Together We Can) • 3 main issues • Position Statement list • Comprehensive list of the candidates positions on important issues

  9. Why the candidate is a better choice than the Opponent • Contrast message • Voters must be given a distinction between candidates • If voters do not see a difference between candidates they will vote for the one who is more familiar.

  10. Contrast Message Planning • OPPONENT’S FILE: • On the left side list all the negatives: voting record, failure to pay taxes, scandals, etc. • On the right side list all the positives: strong fundraiser, incumbent, approval rating, etc. CANDIDATE FILE: • Repeat Above Steps • You have to BE HONEST. Always understand the obstacles and challenges you are going to have to face.

  11. Message Grid -Leesburg Grid • Plot Key Differences Between You & Opponent • Includes: • What you think voters should know about you • What you think voters should know about opponent • What your opponent thinks voters should know about you • What opponent thinks voters should know about him/her

  12. Message Grid -Leesburg Grid • QUADRANT ONE: All the statements the candidate will say about him/herself. • QUADRANT TWO: List all the things you will say about the opponent. • QUADRANT THREE: The candidate lists all the negative statements, traits, and dirt on him/herself-this is where you write down everything you expect your opponent to say about you. • QUADRANT FOUR: List all the statements your campaign expects your opponent to say about him/herself.

  13. Spreading the Message(How you will reach them) • Three Categories • Paid Media • Earned Media • Grassroots activities

  14. Paid Media Examples • Direct Voter Mail • Radio • Telephone Calls- Live and Automated • Newspaper ads • Internet

  15. Earned Media Examples • Events • Letters to the Editor • News Releases • Interviews- Radio, News Paper • Debates, Forums • Candidate Questioners • Internet- you tube, website

  16. Grassroots Examples • Door to Door • Person to Person • Volunteer Phone Calls • Talk Stories • Coffee Hours/meetings

  17. Spreading the Message • Things to consider and plan for Earned Media • More effective is it is deliberate • Maximized with planning

  18. Spreading the Message • Things to consider and plan for Paid Media • How much does each cost? • Which is the most effective in your district? • How much do we want to use of each? • What percentage of the Budget should be used? • General rule- 70% of a campaign budget should be used on direct voter contact

  19. Message Timeline(When it will happen) • Build a master timeline • Things to consider • Coordinate with other campaign activities • Consider costs- must coincide with fundraising

  20. Questions?

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