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ksumail.kennesaw.edu

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ksumail.kennesaw.edu

  1. 1. Campaign Planning
  2. 2. Campaign Resources • Time • Money • People • Talent
  3. 3. The Campaign Plan • Political Environment Evaluation & Targeting • Campaign Strategy • Campaign Tactics • Campaign Timeline • Campaign Management Structure • Campaign Budget
  4. 4. Political Environment Evaluation • District Analysis • Vote History • Candidate Profiles • Other Political Races and Issues Affecting Environment • Media Analysis
  5. 5. Strategy • Strategy is a concept, or a set of concepts that if implemented, will give the candidate and campaign the best opportunity for victory. Strategy determines: – Who: the voters you need to win – Why: the reasons they will vote for you – What: the unifying message to address them – How and Why: the tactics and timelines to implement the strategy
  6. 6. Tactics • Organization • Scheduling • Grass-Roots Organizational Programs • Communications • Finance
  7. 7. Other Elements • Timeline • Management Structure • Budget
  8. 8. Writing the Plan • Create a Planning Team • Gather Research • Generate Ideas • Make decisions • Review draft • Get Approval • Implement Plan
  9. 9. Evaluation of the Plan • Comprehensive • Functional • Objective • Unique • Measurable • Finally…Critical • Achievable Decisions • Established • Accountable • Dynamic • Win-oriented
  10. 10. Campaign Organization
  11. 11. Principle of Organization • You must have a political plan • The organization must fit the needs of your campaign • An effective organization utilizes the unique talent and abilities of its people • The organization is the heart of the campaign • Follow protocol when creating an organization, even if you’re a renegade.
  12. 12. The Candidate • The Central Figure • Good Guy • Chief Cheerleader • Initiator, Innovator & • Chief Spokesman Leader • Chief Fundraiser • Chairman of the Board • Chief Campaigner • Trusting Boss • Family Support
  13. 13. Candidate Preparation • Get Your House In Order • Listen, Learn and Lead • Conduct District & Voter Research • Meet Opinion Leaders • Learn Media Players • Learn Community Organizations • Polish Personal Skills • Recruit Management Team • Select Party Support
  14. 14. The Candidates Spouse • Campaign Roles for the Spouse • Working with the Candidate’s Spouse • The Candidate’s Spouse and Fund-Raising
  15. 15. Campaign Personnel • Campaign Manager • Finance Committee • Campaign Committee • Volunteer Chairman/ Chairman Director • Campaign Committee/ • Scheduler Executive Committee • Public Relations • Steering Committee/ Chairman/ Media Kitchen Cabinet Secretary • Campaign Treasurer • Headquarters Chairman • Legal Counsel • Field Operations • Finance Chairman/ • Special Projects Chairman Director • Coalitions/ Special Voter Group Chairmen
  16. 16. Campaign Consultants • In addition to hiring a campaign manager, an increasing number of state legislative and local campaigns are hiring campaign consultants • Consultants are hired to provide services or advice needed by a campaign and do not replace the need for a manager, steering committee and volunteers
  17. 17. Volunteers • Recruitment • Positive Approach • Time Frame & Procedure – Recruitment Phone Conversation – Volunteer Confirmation Letter – Reminder Call Phone Conversations – Volunteer File Card/ Pledge Card • Follow up
  18. 18. Headquarters • Finding Headquarters • Closing Headquarters • Setting Up Headquarters – Organize and Box Files – Pay Bills • Opening Headquarters – Shut Off Utilities – Office Hours – Get Deposits Refunded – Office Routine – Clean the Facility – Cleaning – Return Keys and Borrowed – Volunteer Projects Items – Staff Work – Leave a forwarding address – Headquarters Personnel and phone number – Grand Opening
  19. 19. Campaign Schedule
  20. 20. Schedule Strategy • Time • Geographic Areas • People
  21. 21. Scheduling Operation • One person must be in charge of candidate’s schedule • Most campaigns rely on volunteer scheduler • A sound decision-making process should be created
  22. 22. Scheduling Inventory • Maps • Rating of • Target Areas Organizations • Leaders • Community Calendar • Organizations • Activities List • Contacts • Drive Times • Special Events • Phone/Address List • Locations
  23. 23. Rules for Effective Scheduling • Only Scheduler Does the Schedule • Know How the Candidate Likes to Campaign • Know Everything About the Event the Candidate is Scheduled to Attend • Give Accurate and Complete Directions • Do Not Schedule Events Too Far in Advance • Each Request for the Candidate’s Time must be in Writing • Don’t Be Afraid of the Word “Detail”
  24. 24. Types of Events • Political Rallies & • Joint Appearances & Dinners Debates • Local Forums • Coffees & Receptions • Street Campaigning • Scheduled Appointments • Fairs & Celebrations & Call Lists • Ethnic Gatherings • Fund-Raising Activities • Sports Events • Media Activities • Issue Organization • Town Hall Meetings & Meetings Public Hearings • Caravans • Task Force Meetings
  25. 25. A Schedule of Events • The Point of Decision • Responding to Requests • Filing • Schedule Book
  26. 26. Campaign Tactics
  27. 27. Voter Contact Guidelines • Planning • Targeting • Recruiting Workers • List Inventory & Preparation • Prepare Materials & Make Arrangements • Train Workers & Monitor Program • Using the Information • Wrap-Up
  28. 28. Fundraising • Major Donor • Direct Mail • Telemarketing • Grassroots
  29. 29. Major Donor • Peer to Peer • Special Events – Reception – Dinner • Home Events
  30. 30. Direct Mail • Low Dollar vs. High Dollar • House File • Prospecting
  31. 31. Telemarketing • Prospecting • Low Dollar • High Dollar – Peer to Peer
  32. 32. Grassroots • Events • Mail • Phones

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