Campaign Strategy

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Campaign Strategy

  1. 1. Campaign Strategy
  2. 2. <ul><li>Presentation </li></ul><ul><li>Concepts </li></ul><ul><li>Launch and Planning </li></ul><ul><li>Five Strategies </li></ul><ul><li>Questions </li></ul>
  3. 3. 1. Concepts
  4. 8. Strength vs. Weakness
  5. 9. Focus on Objectives
  6. 10. Being Offensive – Not Defensive
  7. 11. Keep it Simple
  8. 12. Wise Use of Resources
  9. 13. Leadership + Command = Central Decision Making
  10. 14. Maintain Secrecy
  11. 15. Use Surprise
  12. 16. 2. LAUNCH AND PLANNING
  13. 17. <ul><li>Questions & Evaluation </li></ul><ul><li>District Analysis </li></ul><ul><li>Vote History & Trends </li></ul><ul><li>Voter Registration Trends </li></ul><ul><li>Candidate Profiles </li></ul><ul><li>Political Environment </li></ul><ul><li>Media Analysis </li></ul><ul><li>Fundraising Needs </li></ul><ul><li>SWOT Analysis </li></ul>
  14. 19. 3. Five strategies
  15. 20. 3. Five strategies
  16. 21. <ul><li>What Message? </li></ul><ul><li>What Order? </li></ul><ul><li>When? </li></ul><ul><li>How? </li></ul><ul><li>If? </li></ul>
  17. 22. One: Positioning Strategy “ What is your message?” Personal Qualities + Flaws Philosophy Party Positions “ This is the Reason I am Running for Office”
  18. 23. Two: Message Sequence Strategy Ignore = Positive Start to Finish Classic = Positive - Contrast/Negative – Positive Aggressive = Positive – Negative - Respond – Positive or Negative Attack = Negative – Positive - Negative
  19. 24. <ul><li>Three: Timing & Intensity </li></ul><ul><li>“ When and How Should I Act?” </li></ul><ul><li>Fear the Turtle </li></ul><ul><li>Start Big – End Big </li></ul><ul><li>Sneak Attack </li></ul><ul><li>Bunker Hill </li></ul>
  20. 25. <ul><li>Four: Mobilization Strategy </li></ul><ul><li>“ Who is Going to Vote for Me?” </li></ul><ul><li>Conventional </li></ul><ul><li>Base </li></ul><ul><li>“ More of My Voters” </li></ul><ul><li>An Extraordinary Number </li></ul>
  21. 26. Five: Opportunity Strategy Set a Trap “ Box ‘Em In” Technology Advantage Overwhelm with Critical Mass Divide & Conquer
  22. 27. 4. Questions?
  23. 28. Marc A. Ross (949) 373-6449 (703) 598-3242 [email_address] Blog @ Advocacy 2.0 advocacytwopointzero.blogspot.com Twitter @microadvocacy @marcaross

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