SlideShare a Scribd company logo
1 of 8
Download to read offline
THE LEESBURG GRID
Before you can talk about delivering the message, you have to develop your message.
#WePlaytoWin Chris Faulkner, National Strategist cf@majoritystrategies.com
Simple and straightforward, the
Leesburg Grid is a clear way to hone
your messaging strategy and
then stay on message – hard for
many to do but an important aspect
of a successful campaign.
THE LEESBURG GRID
THE LEESBURG GRID
Quadrant 1: What you want voters to
think about you.
Quadrant 2: What you want voters to
think about your opponent.
Quadrant 3: What your opponent wants
voters to think about you you.
Quadrant 4: What your opponent wants
voters to think about them.
THE LEESBURG GRID
Quadrant 1: On Election Day, what does John McCain
want voters to think about John McCain?
Quadrant 2: On Election Day, what does John McCain
want voters to think about Barack Obama?
Quadrant 3: On Election Day, what does Barack
Obama want voters to think about John McCain?
Quadrant 4: On Election Day, what does Barack
Obama want voters to think about Barack Obama?
John McCain vs. Barack Obama
THE LEESBURG GRID
What to Look for
Once you’ve formed the basics of your message and what you anticipate your competitor or
opponent’s message to be, you can now look for areas of contrast that will allow you to
define yourself (before your opponent or competition does) and define your competition
or opponent (before they define themselves.)
Who to Talk to
Delivering the right message at the right time through the right medium only matters when
you are talking to the right audience. Survey research and historical vote data are the best
resource to develop the right audience to talk to.
THE LEESBURG GRID
Staying on Message
It makes sense that the stronger a memory, the longer one will recall it. That’s why staying
on message is so important to any successful campaign or marketing plan. It takes time to
burn in a message, and an omni-channel approach provides more bites at the apple to
deliver a compelling, creative and memorable message across mediums.
This is the basics of how to develop your messaging strategy and stay on message. Polling,
opposition and industry research, and historical analysis are all important components of
creating a winning message.
TRY CREATING
YOUR OWN
LEESBURG GRID
THANK YOU!
#WePlaytoWin
Chris Faulkner, National Strategist cf@majoritystrategies.com

More Related Content

What's hot

Digital Advertising Agency For Business Growth Proposal Powerpoint Presentati...
Digital Advertising Agency For Business Growth Proposal Powerpoint Presentati...Digital Advertising Agency For Business Growth Proposal Powerpoint Presentati...
Digital Advertising Agency For Business Growth Proposal Powerpoint Presentati...SlideTeam
 
Barack Obama's Digital Media Campaign for 2012 Elections
Barack Obama's Digital Media Campaign for 2012 ElectionsBarack Obama's Digital Media Campaign for 2012 Elections
Barack Obama's Digital Media Campaign for 2012 ElectionsRohan Bharaj
 
Inbound Marketing 101 - Mike Volpe HubSpot
Inbound Marketing 101 - Mike Volpe HubSpotInbound Marketing 101 - Mike Volpe HubSpot
Inbound Marketing 101 - Mike Volpe HubSpotHubSpot
 
How To Suck at Marketing
How To Suck at MarketingHow To Suck at Marketing
How To Suck at MarketingHubSpot
 
You're Too Focused on Product/Market Fit - Brian Balfour at SaaSFest 2016
You're Too Focused on Product/Market Fit - Brian Balfour at SaaSFest 2016You're Too Focused on Product/Market Fit - Brian Balfour at SaaSFest 2016
You're Too Focused on Product/Market Fit - Brian Balfour at SaaSFest 2016Price Intelligently
 
B2B Lead Generation - PPT
B2B Lead Generation - PPTB2B Lead Generation - PPT
B2B Lead Generation - PPTMohit Pachauri
 
Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing Infidirect
 
Search Content vs. Social Content
Search Content vs. Social ContentSearch Content vs. Social Content
Search Content vs. Social ContentSemrush
 
Pitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
 
100 growth hacks 100 days | 1 to 10
100 growth hacks 100 days | 1 to 10100 growth hacks 100 days | 1 to 10
100 growth hacks 100 days | 1 to 10Robin Yjord
 
B2B Digital Marketing Strategy
B2B Digital Marketing StrategyB2B Digital Marketing Strategy
B2B Digital Marketing StrategyAmbika Gaur
 
Social Media Content Strategy
Social Media Content StrategySocial Media Content Strategy
Social Media Content StrategyAsha Uniyal
 
Social media strategy
Social media strategySocial media strategy
Social media strategyAnna Dosev
 
Introduction to Marketing Operations
Introduction to Marketing OperationsIntroduction to Marketing Operations
Introduction to Marketing OperationsMarketo
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2BAmrit Sagar
 
The Complete Guide to Creating an Ideal Customer Profile
The Complete Guide to Creating an Ideal Customer ProfileThe Complete Guide to Creating an Ideal Customer Profile
The Complete Guide to Creating an Ideal Customer ProfileRepIQ
 

What's hot (20)

Digital Advertising Agency For Business Growth Proposal Powerpoint Presentati...
Digital Advertising Agency For Business Growth Proposal Powerpoint Presentati...Digital Advertising Agency For Business Growth Proposal Powerpoint Presentati...
Digital Advertising Agency For Business Growth Proposal Powerpoint Presentati...
 
Political Marketing
Political MarketingPolitical Marketing
Political Marketing
 
Barack Obama's Digital Media Campaign for 2012 Elections
Barack Obama's Digital Media Campaign for 2012 ElectionsBarack Obama's Digital Media Campaign for 2012 Elections
Barack Obama's Digital Media Campaign for 2012 Elections
 
Inbound Marketing 101 - Mike Volpe HubSpot
Inbound Marketing 101 - Mike Volpe HubSpotInbound Marketing 101 - Mike Volpe HubSpot
Inbound Marketing 101 - Mike Volpe HubSpot
 
How To Suck at Marketing
How To Suck at MarketingHow To Suck at Marketing
How To Suck at Marketing
 
You're Too Focused on Product/Market Fit - Brian Balfour at SaaSFest 2016
You're Too Focused on Product/Market Fit - Brian Balfour at SaaSFest 2016You're Too Focused on Product/Market Fit - Brian Balfour at SaaSFest 2016
You're Too Focused on Product/Market Fit - Brian Balfour at SaaSFest 2016
 
Growth Hacking
Growth HackingGrowth Hacking
Growth Hacking
 
B2B Lead Generation - PPT
B2B Lead Generation - PPTB2B Lead Generation - PPT
B2B Lead Generation - PPT
 
Growth Hacking
Growth HackingGrowth Hacking
Growth Hacking
 
Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing Digital Marketing Proposal - Understanding Digital Marketing
Digital Marketing Proposal - Understanding Digital Marketing
 
Search Content vs. Social Content
Search Content vs. Social ContentSearch Content vs. Social Content
Search Content vs. Social Content
 
Pitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to others
 
100 growth hacks 100 days | 1 to 10
100 growth hacks 100 days | 1 to 10100 growth hacks 100 days | 1 to 10
100 growth hacks 100 days | 1 to 10
 
B2B Digital Marketing Strategy
B2B Digital Marketing StrategyB2B Digital Marketing Strategy
B2B Digital Marketing Strategy
 
Social Media Content Strategy
Social Media Content StrategySocial Media Content Strategy
Social Media Content Strategy
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Introduction to Marketing Operations
Introduction to Marketing OperationsIntroduction to Marketing Operations
Introduction to Marketing Operations
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
 
The Complete Guide to Creating an Ideal Customer Profile
The Complete Guide to Creating an Ideal Customer ProfileThe Complete Guide to Creating an Ideal Customer Profile
The Complete Guide to Creating an Ideal Customer Profile
 
Lead generation
Lead generationLead generation
Lead generation
 

Similar to The Leesburg Grid

How to Effectively Communicate With Voters
How to Effectively Communicate With VotersHow to Effectively Communicate With Voters
How to Effectively Communicate With VotersCraig Schoenfeld Iowa
 
Top 5 Key Political Campaign Literature Types And Best Practices.pptx
Top 5 Key Political Campaign Literature Types And Best Practices.pptxTop 5 Key Political Campaign Literature Types And Best Practices.pptx
Top 5 Key Political Campaign Literature Types And Best Practices.pptxCallHub
 
Everybody Loves a Winner - AFPMA 2010
Everybody Loves a Winner - AFPMA 2010Everybody Loves a Winner - AFPMA 2010
Everybody Loves a Winner - AFPMA 2010Corey McPherson Nash
 
Political Campaigns & Predictive Analytics- Changing how to campaign
Political Campaigns & Predictive Analytics- Changing how to campaignPolitical Campaigns & Predictive Analytics- Changing how to campaign
Political Campaigns & Predictive Analytics- Changing how to campaignNathan Watson
 
Goyette FCP Cook - Session 1 - Understanding Audiences
Goyette FCP Cook - Session 1 - Understanding AudiencesGoyette FCP Cook - Session 1 - Understanding Audiences
Goyette FCP Cook - Session 1 - Understanding AudiencesDan Cohen
 
Digital Advertising Overview
Digital Advertising OverviewDigital Advertising Overview
Digital Advertising OverviewDung Tri
 
Working With The Media
Working With The MediaWorking With The Media
Working With The Media4Good.org
 
Lessons From The Political Campaign Trail For Corporate Marketers Presentation
Lessons From The Political Campaign Trail For Corporate Marketers PresentationLessons From The Political Campaign Trail For Corporate Marketers Presentation
Lessons From The Political Campaign Trail For Corporate Marketers PresentationNew York American Marketing Association
 
Lessons From The Political Campaign Trail For Corporate Marketers Presentation
Lessons From The Political Campaign Trail For Corporate Marketers PresentationLessons From The Political Campaign Trail For Corporate Marketers Presentation
Lessons From The Political Campaign Trail For Corporate Marketers PresentationNew York AMA
 
SPSA 2021: PR & Marketing in Politics
SPSA 2021: PR & Marketing in Politics SPSA 2021: PR & Marketing in Politics
SPSA 2021: PR & Marketing in Politics SamanthaWeikers
 
Managing Land Use Campaigns
Managing Land Use CampaignsManaging Land Use Campaigns
Managing Land Use CampaignsPatrick Fox
 
Increasing Voter Knowledge with Pre-Election Interventions on Facebook
Increasing Voter Knowledge with Pre-Election Interventions on FacebookIncreasing Voter Knowledge with Pre-Election Interventions on Facebook
Increasing Voter Knowledge with Pre-Election Interventions on FacebookMIT GOV/LAB
 
Connecting the Dots to Promote Brands and Revenue
Connecting the Dots to Promote Brands and RevenueConnecting the Dots to Promote Brands and Revenue
Connecting the Dots to Promote Brands and RevenueAdreka
 
Mills MBA - PR 101 for Artists
Mills MBA - PR 101 for ArtistsMills MBA - PR 101 for Artists
Mills MBA - PR 101 for ArtistsDan Cohen
 
PR Week: What are crucial comms strategies to cut through the noise before th...
PR Week: What are crucial comms strategies to cut through the noise before th...PR Week: What are crucial comms strategies to cut through the noise before th...
PR Week: What are crucial comms strategies to cut through the noise before th...Marc Ross
 
Giving You the Edge - The Science of Winning Elections
Giving You the Edge - The Science of Winning Elections Giving You the Edge - The Science of Winning Elections
Giving You the Edge - The Science of Winning Elections Michael Lieberman
 
Phases of Discovery: Let's Play The Marketing Game
Phases of Discovery:  Let's Play The Marketing GamePhases of Discovery:  Let's Play The Marketing Game
Phases of Discovery: Let's Play The Marketing GameDawn Yankeelov
 

Similar to The Leesburg Grid (20)

How to Effectively Communicate With Voters
How to Effectively Communicate With VotersHow to Effectively Communicate With Voters
How to Effectively Communicate With Voters
 
Top 5 Key Political Campaign Literature Types And Best Practices.pptx
Top 5 Key Political Campaign Literature Types And Best Practices.pptxTop 5 Key Political Campaign Literature Types And Best Practices.pptx
Top 5 Key Political Campaign Literature Types And Best Practices.pptx
 
Everybody Loves a Winner - AFPMA 2010
Everybody Loves a Winner - AFPMA 2010Everybody Loves a Winner - AFPMA 2010
Everybody Loves a Winner - AFPMA 2010
 
Political Campaigns & Predictive Analytics- Changing how to campaign
Political Campaigns & Predictive Analytics- Changing how to campaignPolitical Campaigns & Predictive Analytics- Changing how to campaign
Political Campaigns & Predictive Analytics- Changing how to campaign
 
Goyette FCP Cook - Session 1 - Understanding Audiences
Goyette FCP Cook - Session 1 - Understanding AudiencesGoyette FCP Cook - Session 1 - Understanding Audiences
Goyette FCP Cook - Session 1 - Understanding Audiences
 
Digital Advertising Overview
Digital Advertising OverviewDigital Advertising Overview
Digital Advertising Overview
 
Working With The Media
Working With The MediaWorking With The Media
Working With The Media
 
Lessons From The Political Campaign Trail For Corporate Marketers Presentation
Lessons From The Political Campaign Trail For Corporate Marketers PresentationLessons From The Political Campaign Trail For Corporate Marketers Presentation
Lessons From The Political Campaign Trail For Corporate Marketers Presentation
 
Lessons From The Political Campaign Trail For Corporate Marketers Presentation
Lessons From The Political Campaign Trail For Corporate Marketers PresentationLessons From The Political Campaign Trail For Corporate Marketers Presentation
Lessons From The Political Campaign Trail For Corporate Marketers Presentation
 
Candidate Recruitment Manual
Candidate Recruitment ManualCandidate Recruitment Manual
Candidate Recruitment Manual
 
SPSA 2021: PR & Marketing in Politics
SPSA 2021: PR & Marketing in Politics SPSA 2021: PR & Marketing in Politics
SPSA 2021: PR & Marketing in Politics
 
Managing Land Use Campaigns
Managing Land Use CampaignsManaging Land Use Campaigns
Managing Land Use Campaigns
 
Increasing Voter Knowledge with Pre-Election Interventions on Facebook
Increasing Voter Knowledge with Pre-Election Interventions on FacebookIncreasing Voter Knowledge with Pre-Election Interventions on Facebook
Increasing Voter Knowledge with Pre-Election Interventions on Facebook
 
Connecting the Dots to Promote Brands and Revenue
Connecting the Dots to Promote Brands and RevenueConnecting the Dots to Promote Brands and Revenue
Connecting the Dots to Promote Brands and Revenue
 
Mills MBA - PR 101 for Artists
Mills MBA - PR 101 for ArtistsMills MBA - PR 101 for Artists
Mills MBA - PR 101 for Artists
 
PR Week: What are crucial comms strategies to cut through the noise before th...
PR Week: What are crucial comms strategies to cut through the noise before th...PR Week: What are crucial comms strategies to cut through the noise before th...
PR Week: What are crucial comms strategies to cut through the noise before th...
 
Giving You the Edge - The Science of Winning Elections
Giving You the Edge - The Science of Winning Elections Giving You the Edge - The Science of Winning Elections
Giving You the Edge - The Science of Winning Elections
 
Politically social
Politically socialPolitically social
Politically social
 
Game-of-Knowns
Game-of-KnownsGame-of-Knowns
Game-of-Knowns
 
Phases of Discovery: Let's Play The Marketing Game
Phases of Discovery:  Let's Play The Marketing GamePhases of Discovery:  Let's Play The Marketing Game
Phases of Discovery: Let's Play The Marketing Game
 

More from Majority Strategies (13)

Thinking About Running for Office?
Thinking About Running for Office?Thinking About Running for Office?
Thinking About Running for Office?
 
Political Campaign Field Staff Job Description
Political Campaign Field Staff Job DescriptionPolitical Campaign Field Staff Job Description
Political Campaign Field Staff Job Description
 
Grassroots tactics 8.15.11
Grassroots tactics 8.15.11Grassroots tactics 8.15.11
Grassroots tactics 8.15.11
 
Campaign plan template 7.13.10
Campaign plan template 7.13.10Campaign plan template 7.13.10
Campaign plan template 7.13.10
 
Grassroots GOTV 6.6.09
Grassroots GOTV 6.6.09Grassroots GOTV 6.6.09
Grassroots GOTV 6.6.09
 
Fundraising 1.23.10
Fundraising 1.23.10Fundraising 1.23.10
Fundraising 1.23.10
 
The Campaign Plan Mod 2.2.09
The Campaign Plan Mod 2.2.09The Campaign Plan Mod 2.2.09
The Campaign Plan Mod 2.2.09
 
Crisis Planning 10.30.08
Crisis Planning 10.30.08Crisis Planning 10.30.08
Crisis Planning 10.30.08
 
Political Volunteers
Political VolunteersPolitical Volunteers
Political Volunteers
 
Direct Mail Faulkner 5.27.08
Direct Mail   Faulkner 5.27.08Direct Mail   Faulkner 5.27.08
Direct Mail Faulkner 5.27.08
 
GOTV 1.18.08
GOTV 1.18.08GOTV 1.18.08
GOTV 1.18.08
 
Combined Phone & D2 D
Combined Phone & D2 DCombined Phone & D2 D
Combined Phone & D2 D
 
The Campaign Plan2
The Campaign Plan2The Campaign Plan2
The Campaign Plan2
 

Recently uploaded

Geostrategic significance of South Asian countries.ppt
Geostrategic significance of South Asian countries.pptGeostrategic significance of South Asian countries.ppt
Geostrategic significance of South Asian countries.pptUsmanKaran
 
15042024_First India Newspaper Jaipur.pdf
15042024_First India Newspaper Jaipur.pdf15042024_First India Newspaper Jaipur.pdf
15042024_First India Newspaper Jaipur.pdfFIRST INDIA
 
Global Terrorism and its types and prevention ppt.
Global Terrorism and its types and prevention ppt.Global Terrorism and its types and prevention ppt.
Global Terrorism and its types and prevention ppt.NaveedKhaskheli1
 
IndiaWest: Your Trusted Source for Today's Global News
IndiaWest: Your Trusted Source for Today's Global NewsIndiaWest: Your Trusted Source for Today's Global News
IndiaWest: Your Trusted Source for Today's Global NewsIndiaWest2
 
Political-Ideologies-and-The-Movements.pptx
Political-Ideologies-and-The-Movements.pptxPolitical-Ideologies-and-The-Movements.pptx
Political-Ideologies-and-The-Movements.pptxSasikiranMarri
 
Rohan Jaitley: Central Gov't Standing Counsel for Justice
Rohan Jaitley: Central Gov't Standing Counsel for JusticeRohan Jaitley: Central Gov't Standing Counsel for Justice
Rohan Jaitley: Central Gov't Standing Counsel for JusticeAbdulGhani778830
 
57 Bidens Annihilation Nation Policy.pdf
57 Bidens Annihilation Nation Policy.pdf57 Bidens Annihilation Nation Policy.pdf
57 Bidens Annihilation Nation Policy.pdfGerald Furnkranz
 
Foreign Relation of Pakistan with Neighboring Countries.pptx
Foreign Relation of Pakistan with Neighboring Countries.pptxForeign Relation of Pakistan with Neighboring Countries.pptx
Foreign Relation of Pakistan with Neighboring Countries.pptxunark75
 
16042024_First India Newspaper Jaipur.pdf
16042024_First India Newspaper Jaipur.pdf16042024_First India Newspaper Jaipur.pdf
16042024_First India Newspaper Jaipur.pdfFIRST INDIA
 

Recently uploaded (9)

Geostrategic significance of South Asian countries.ppt
Geostrategic significance of South Asian countries.pptGeostrategic significance of South Asian countries.ppt
Geostrategic significance of South Asian countries.ppt
 
15042024_First India Newspaper Jaipur.pdf
15042024_First India Newspaper Jaipur.pdf15042024_First India Newspaper Jaipur.pdf
15042024_First India Newspaper Jaipur.pdf
 
Global Terrorism and its types and prevention ppt.
Global Terrorism and its types and prevention ppt.Global Terrorism and its types and prevention ppt.
Global Terrorism and its types and prevention ppt.
 
IndiaWest: Your Trusted Source for Today's Global News
IndiaWest: Your Trusted Source for Today's Global NewsIndiaWest: Your Trusted Source for Today's Global News
IndiaWest: Your Trusted Source for Today's Global News
 
Political-Ideologies-and-The-Movements.pptx
Political-Ideologies-and-The-Movements.pptxPolitical-Ideologies-and-The-Movements.pptx
Political-Ideologies-and-The-Movements.pptx
 
Rohan Jaitley: Central Gov't Standing Counsel for Justice
Rohan Jaitley: Central Gov't Standing Counsel for JusticeRohan Jaitley: Central Gov't Standing Counsel for Justice
Rohan Jaitley: Central Gov't Standing Counsel for Justice
 
57 Bidens Annihilation Nation Policy.pdf
57 Bidens Annihilation Nation Policy.pdf57 Bidens Annihilation Nation Policy.pdf
57 Bidens Annihilation Nation Policy.pdf
 
Foreign Relation of Pakistan with Neighboring Countries.pptx
Foreign Relation of Pakistan with Neighboring Countries.pptxForeign Relation of Pakistan with Neighboring Countries.pptx
Foreign Relation of Pakistan with Neighboring Countries.pptx
 
16042024_First India Newspaper Jaipur.pdf
16042024_First India Newspaper Jaipur.pdf16042024_First India Newspaper Jaipur.pdf
16042024_First India Newspaper Jaipur.pdf
 

The Leesburg Grid

  • 1. THE LEESBURG GRID Before you can talk about delivering the message, you have to develop your message. #WePlaytoWin Chris Faulkner, National Strategist cf@majoritystrategies.com
  • 2. Simple and straightforward, the Leesburg Grid is a clear way to hone your messaging strategy and then stay on message – hard for many to do but an important aspect of a successful campaign. THE LEESBURG GRID
  • 3. THE LEESBURG GRID Quadrant 1: What you want voters to think about you. Quadrant 2: What you want voters to think about your opponent. Quadrant 3: What your opponent wants voters to think about you you. Quadrant 4: What your opponent wants voters to think about them.
  • 4. THE LEESBURG GRID Quadrant 1: On Election Day, what does John McCain want voters to think about John McCain? Quadrant 2: On Election Day, what does John McCain want voters to think about Barack Obama? Quadrant 3: On Election Day, what does Barack Obama want voters to think about John McCain? Quadrant 4: On Election Day, what does Barack Obama want voters to think about Barack Obama? John McCain vs. Barack Obama
  • 5. THE LEESBURG GRID What to Look for Once you’ve formed the basics of your message and what you anticipate your competitor or opponent’s message to be, you can now look for areas of contrast that will allow you to define yourself (before your opponent or competition does) and define your competition or opponent (before they define themselves.) Who to Talk to Delivering the right message at the right time through the right medium only matters when you are talking to the right audience. Survey research and historical vote data are the best resource to develop the right audience to talk to.
  • 6. THE LEESBURG GRID Staying on Message It makes sense that the stronger a memory, the longer one will recall it. That’s why staying on message is so important to any successful campaign or marketing plan. It takes time to burn in a message, and an omni-channel approach provides more bites at the apple to deliver a compelling, creative and memorable message across mediums. This is the basics of how to develop your messaging strategy and stay on message. Polling, opposition and industry research, and historical analysis are all important components of creating a winning message.
  • 8. THANK YOU! #WePlaytoWin Chris Faulkner, National Strategist cf@majoritystrategies.com