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7. Five Rules of Campaign Planning Rule 2: Things always take longer and cost more than you expect. Rule 3: A good plan, coupled with a realistic budget, produces targeted results. Rule 5: Knowing and following the rules minimizes stupid risks and mistakes. Rule 4: Plans should be flexible and adapt to changing circumstances. Rule 1: Time, people, money are your most valuable resources; use them wisely.
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11. MESSAGE “ [A message is] a limited body of truthful information which is consistently conveyed by a candidate and an organization in order to provide the persuasive reasons for an audience to choose, and act on behalf of their choice of, our candidate.” — Paul Tully, former director, Democratic National Committee
12. The Message Box What our opponent is saying about her/himself What we’re saying about our opponent What our opponent is saying about us What we’re saying about us
The message box is the most basic side by side comparison of why you should be elected instead of your opponent. Can’t complete until you have an opponent, obviously, but you should at least have the upper left hand box done! Tully Message Box, developed by Democratic Strategist Paul Tully.
So this is what we’re looking for in each of those four boxes