Campaign Plan Webinar July 22nd, 2009 Contact: Matt Filner, mfilner@progressivemajority.org

Goals for this Session Develop a detailed, comprehensive and informed outline of your entire campaign operation that takes you from the announcement of your candidacy to your victory on Election Day. “ IF YOU FAIL TO PLAN, YOU ARE PLANNING TO FAIL.”

Develop a detailed, comprehensive and informed outline of your entire campaign operation that takes you from the announcement of your candidacy to your victory on Election Day.

“ IF YOU FAIL TO PLAN, YOU ARE PLANNING TO FAIL.”

Your Plan:

I. Electoral Environment and Political Landscape Demographics and geography of the district What else is on the ballot Voter registration Projected Turnout Votes to win

Demographics and geography of the district

What else is on the ballot

Voter registration

Projected Turnout

Votes to win

II. Targeting What data do you need to do your targeting-- the voter file, analysis of past elections and community knowledge? How can targeting be integrated in all of your work? What’s the vote goal? Who are the base voters and the swing voters?

What data do you need to do your targeting-- the voter file, analysis of past elections and community knowledge?

How can targeting be integrated in all of your work?

What’s the vote goal?

Who are the base voters and the swing voters?

III. Voter Contact Door-to door visits by the candidate and volunteers Direct mail Phone calls from volunteers or a paid phone bank *Target those voters most likely to vote, and most likely to vote for you, as often and with as much personal interactive contact as possible.

Door-to door visits by the candidate and volunteers

Direct mail

Phone calls from volunteers or a paid phone bank

*Target those voters most likely to vote, and most likely to vote for you, as often and with as much personal interactive contact as possible.

IV. GOTV Translate your support into votes Absentee Ballot Chase Drive supporters to polls for poll counties Poll watching/flushing Visibility Who’s in charge of your program?

Translate your support into votes

Absentee Ballot Chase

Drive supporters to polls for poll counties

Poll watching/flushing

Visibility

Who’s in charge of your program?

V. Message What message will guide your candidacy? Should be the theme of your campaign The reason you are running Why you are the most qualified candidate What you will do to improve the lives of those in your community once elected Make it relevant to the issues Demonstrate the values you stand for and what you will fight for in office Truthful, concise and conveyed repeatedly

What message will guide your candidacy?

Should be the theme of your campaign

The reason you are running

Why you are the most qualified candidate

What you will do to improve the lives of those in your community once elected

Make it relevant to the issues

Demonstrate the values you stand for and what you will fight for in office

Truthful, concise and conveyed repeatedly

V. Earned Media A list of the print, radio, television and specialty news media that cover your district A detailed plan to generate coverage through these outlets Plans for surrogates to speak, write letters to the editor or call talk radio on your behalf Devise an outreach plan specific to specialty news outlets that serve particular communities within your district

A list of the print, radio, television and specialty news media that cover your district

A detailed plan to generate coverage through these outlets

Plans for surrogates to speak, write letters to the editor or call talk radio on your behalf

Devise an outreach plan specific to specialty news outlets that serve particular communities within your district

VI. Paid Media You should not invest in paid media unless you can dominate the medium, or purchase enough to break through the clutter Your plan should detail the print, radio and/or television outlets with which you plan to place ads and provide an estimate of the size and frequency of ads you plan to purchase

You should not invest in paid media unless you can dominate the medium, or purchase enough to break through the clutter

Your plan should detail the print, radio and/or television outlets with which you plan to place ads and provide an estimate of the size and frequency of ads you plan to purchase

X. Visibility Events attended by you Events attended by your campaign Literature drops Bumper stickers Lawn signs *Rule: spend no more than 3-5% of your campaign budget on lawn signs, bumper stickers and other such materials

Events attended by you

Events attended by your campaign

Literature drops

Bumper stickers

Lawn signs

*Rule: spend no more than 3-5% of your campaign budget on lawn signs, bumper stickers and other such materials

VII. Research Yourself Your opponent Key issues Mood of the electorate Non-sensitive fact sheets on you and your opponent Listing of resources for up-to-date issue information Outline of your plans for using polling and/or focus groups

Yourself

Your opponent

Key issues

Mood of the electorate

Non-sensitive fact sheets on you and your opponent

Listing of resources for up-to-date issue information

Outline of your plans for using polling and/or focus groups

VIII. Fundraising How much money do you need to wage a winning campaign? How will you raise that money and when does it need to be in the door? Develop a system for culling lists of, contacting, tracking, following up with and thanking donors Identify what tools you will use to raise money Specify who will solicit which group of donors and include a timeline for solicitation and re-solicitation throughout your campaign

How much money do you need to wage a winning campaign?

How will you raise that money and when does it need to be in the door?

Develop a system for culling lists of, contacting, tracking, following up with and thanking donors

Identify what tools you will use to raise money

Specify who will solicit which group of donors and include a timeline for solicitation and re-solicitation throughout your campaign

IX. Candidate Schedule Fundraising Direct voter contact *Set weekly benchmarks and goals for these activities

Fundraising

Direct voter contact

*Set weekly benchmarks and goals for these activities

What staff will you hire and how will you utilize volunteers? Campaign Manager Fundraiser Field Director XII. Staff and Volunteers

What staff will you hire and how will you utilize volunteers?

Campaign Manager

Fundraiser

Field Director

XIII. Systems Development Identify which activities will have formal systems for completion: Responding to scheduling requests Tracking and acknowledging contributions Tracking voter contact Vetting press

Identify which activities will have formal systems for completion:

Responding to scheduling requests

Tracking and acknowledging contributions

Tracking voter contact

Vetting press

XIV. Timeline Working backward from the election, what is your timeline for meeting your goals? When will you hold key events and what monthly benchmarks will you set for yourself and the campaign? Key dates When financial reports are due Large visibility events in the district you will need to prepare for and attend

Working backward from the election, what is your timeline for meeting your goals?

When will you hold key events and what monthly benchmarks will you set for yourself and the campaign?

Key dates

When financial reports are due

Large visibility events in the district you will need to prepare for and attend

XV. Budget How much will it cost to win your race? How will that money be spent? Should be a realistic, month-by-month forecast of the money you will raise and will need to spend in all areas of your campaign *Plan to spend 75% of your budget on direct voter contact and paid media

How much will it cost to win your race?

How will that money be spent?

Should be a realistic, month-by-month forecast of the money you will raise and will need to spend in all areas of your campaign

*Plan to spend 75% of your budget on direct voter contact and paid media

Contact: Progressive Majority www. progressivemajority .org