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NEW DEMOCRATIC PARTY
OVERVIEW <ul><li>Challenges </li></ul><ul><ul><li>Over populated centre-left </li></ul></ul><ul><ul><li>Rise of the Green ...
OVERVIEW
OVERVIEW
“ I’m Applying for Stephen  Harper’s Job” NDP Leader  JACK LAYTON
FROM THE HEIGHTS OF 1988: NDP ELECTORAL HISTORY <ul><li>1988 – Electoral High Point for the NDP </li></ul><ul><ul><li>20.4...
FROM THE HEIGHTS OF 1988: NDP ELECTORAL HISTORY BLOC QUEBECOIS REFORM PARTY
2003: ENTER JACK LAYTON
UNDER JACK LAYTON <ul><li>2006 – Bounce back </li></ul><ul><ul><li>17.5% of vote, 29 Seats </li></ul></ul><ul><li>Regained...
PRE-ELECTION CONTEXT <ul><li>Provincial Popularity –  </li></ul><ul><li>Key to Federal Success </li></ul>
PARTY OBJECTIVES <ul><li>Since 1932, NDP Has Aimed to Build a Party of  </li></ul><ul><li>the Broadly Inclusive Left </li>...
PARTY OBJECTIVES <ul><li>Strategic Dilemma: Target  Competitors in the  </li></ul><ul><li>Centre-Left, or the Party whose ...
PARTY OBJECTIVES <ul><li>Success of Strategy Could Easily Result in a </li></ul><ul><li>Conservative Majority </li></ul><u...
CONSERVATIVES ON BOARD <ul><li>Campaign Objective Overlapping with Conservatives’ </li></ul><ul><li>CONSERVATIVE  P.O.V. <...
 
CAMPAIGN ORGANIZATION AND STRUCTURE
ELECTION PLANNING COMMITTEE <ul><li>Was the center of “modernization” efforts to change their campaign  </li></ul><ul><li>...
LAYER CAKE STRATEGY <ul><li>Conveying the message at various levels:  </li></ul><ul><li>leader’s tour,  </li></ul><ul><li>...
WAR ROOM <ul><li>Provided information for campaign team to respond to daily events,  </li></ul><ul><li>project perspective...
FINANCES <ul><li>In 2004, reforms banned donations from corporations, trade unions,  </li></ul><ul><li>and other associati...
NATIONAL CAMPAIGN <ul><li>After 2006 election, NDP decided to fully fund a national  </li></ul><ul><li>campaign   </li></u...
STRATEGY  AND PLATFORM
LAYTON vs HARPER <ul><li>Decision to present Layton as Harper’s main opposition was  </li></ul><ul><li>in response to thou...
GOING BOLD <ul><li>Announcing Layton as running for Prime Minister, the NDP  </li></ul><ul><li>aimed to disrupt the conven...
THEMES <ul><li>Protection of middle-class and working families from  </li></ul><ul><li>economic insecurity </li></ul><ul><...
DEVELOPING PLATFORM <ul><li>Felt it was crucial mot to promote any personal tax increases  </li></ul><ul><li>and to make s...
STEP-BY-STEP APPROACH <ul><li>Put out one announcement per day, kept the media coverage  </li></ul><ul><li>constant.   </l...
CONSERVATIVE FOCUS <ul><li>Liberal focus was ignored, and targeted towards Harper who  </li></ul><ul><li>was opposed to Di...
 
FRAMING THE BALLOT QUESTION <ul><li>Campaign strategists insisted framing the ballot question for past and  </li></ul><ul>...
LEADER’S TOUR <ul><li>Well resourced and critical part of campaign </li></ul><ul><li>Launched with Layton’s announcement, ...
LEADER’S TOUR <ul><li>“ Rallies for Change”—Continued to reinforce idea of Layton versus Harper frame </li></ul><ul><li>On...
POLLING <ul><li>NDP contracted private polling since ’06 election </li></ul><ul><li>Polling focused on riding clusters aro...
COMMUNICATIONS <ul><li>NDP communications group provided national advertising for both </li></ul><ul><li>electronic and pr...
 
 
 
CANDIDATES <ul><li>NDP sought high quality candidates   </li></ul><ul><ul><li>Required to reflect well on the party </li><...
CANDIDATES - QUEBEC THOMAS MULCAIR
CANDIDATES - QUEBEC THOMAS MULCAIR ANNA DAWSON
CANDIDATES – N.L. JACK HARRIS
CANDIDATES – EDMONTON LINDA DUNCAN
CANDIDATES – B.C. MICHAEL BUYERS
AFFIRMATIVE ACTION POLICY <ul><li>Designed to achieve gender parity as well as to include significant  </li></ul><ul><li>n...
ELECTION RESULTS <ul><li>NDP’s proportion of the national popular vote increased by just 0.7% </li></ul><ul><li>The party ...
 
 
CONCLUSION <ul><li>Themes in the NDP performance: </li></ul><ul><li>MODERNIZATION </li></ul><ul><li>INCREMENTAL PROGRESS <...
MODERNIZATION <ul><li>Requirement to run under a  fully funded  national campaign </li></ul><ul><li>Effective use of  elec...
INCREMENTAL PROGRESS <ul><li>Since 2000, NDP has shown footholds in a number of regions, and far  </li></ul><ul><li>more p...
CHALLENGE  of  RELEVANCE <ul><li>2008 campaign suggests that the party is making headway to establish  </li></ul><ul><li>r...
 
NDP
NDP WHEEL OF FORTUNE! PUZZLE 1: Clue: Voter Strategy
NDP WHEEL OF FORTUNE! PUZZLE 2: Clue: Campaign Theme
NDP WHEEL OF FORTUNE! PUZZLE 3: Clue: Communications Strategy
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NDP 2008

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Slideshow Ndp 2008

  1. 1. NEW DEMOCRATIC PARTY
  2. 2. OVERVIEW <ul><li>Challenges </li></ul><ul><ul><li>Over populated centre-left </li></ul></ul><ul><ul><li>Rise of the Green Party </li></ul></ul><ul><ul><li>Conservatives aiming to achieve majority </li></ul></ul><ul><ul><li>Potential stalled progress due to Vote-Swap </li></ul></ul>
  3. 3. OVERVIEW
  4. 4. OVERVIEW
  5. 5. “ I’m Applying for Stephen Harper’s Job” NDP Leader JACK LAYTON
  6. 6. FROM THE HEIGHTS OF 1988: NDP ELECTORAL HISTORY <ul><li>1988 – Electoral High Point for the NDP </li></ul><ul><ul><li>20.4% of Electorate, 43 Seats </li></ul></ul><ul><li>1993 – Disastrous Setback </li></ul><ul><ul><li>Vote Share Dropped to 7%, 9 Seats </li></ul></ul><ul><li>Introduction of Two New Players </li></ul>
  7. 7. FROM THE HEIGHTS OF 1988: NDP ELECTORAL HISTORY BLOC QUEBECOIS REFORM PARTY
  8. 8. 2003: ENTER JACK LAYTON
  9. 9. UNDER JACK LAYTON <ul><li>2006 – Bounce back </li></ul><ul><ul><li>17.5% of vote, 29 Seats </li></ul></ul><ul><li>Regained Important Ground, but Still Vulnerable </li></ul><ul><li>Addressing Uneven Seat Distribution </li></ul><ul><li>Party Profile Virtually at 1988 Level </li></ul>
  10. 10. PRE-ELECTION CONTEXT <ul><li>Provincial Popularity – </li></ul><ul><li>Key to Federal Success </li></ul>
  11. 11. PARTY OBJECTIVES <ul><li>Since 1932, NDP Has Aimed to Build a Party of </li></ul><ul><li>the Broadly Inclusive Left </li></ul><ul><li>Biggest Challenge During Elections – Convincing </li></ul><ul><li>Voters That the Value of Voting NDP is Greater than </li></ul><ul><li>the Risk of Having Conservatives Govern </li></ul>
  12. 12. PARTY OBJECTIVES <ul><li>Strategic Dilemma: Target Competitors in the </li></ul><ul><li>Centre-Left, or the Party whose Policies they </li></ul><ul><li>are Considerably More Opposed to? </li></ul><ul><li>Game Plan: Oppose Harper, Ignore the Liberals </li></ul>
  13. 13. PARTY OBJECTIVES <ul><li>Success of Strategy Could Easily Result in a </li></ul><ul><li>Conservative Majority </li></ul><ul><li>Not Striving for Substantial Gains could Set Party </li></ul><ul><li>Back Once More, Erasing all Progress Made in 2000s </li></ul>RISKS INVOLVED:
  14. 14. CONSERVATIVES ON BOARD <ul><li>Campaign Objective Overlapping with Conservatives’ </li></ul><ul><li>CONSERVATIVE P.O.V. </li></ul><ul><li>Running Against NDP </li></ul><ul><li>Easier than Running Against </li></ul><ul><li>Liberals </li></ul>TOM FLANAGAN
  15. 16. CAMPAIGN ORGANIZATION AND STRUCTURE
  16. 17. ELECTION PLANNING COMMITTEE <ul><li>Was the center of “modernization” efforts to change their campaign </li></ul><ul><li>approach </li></ul><ul><li>Campaign headed by a subcommittee, but once the efforts begin, a </li></ul><ul><li>smaller and more centralized “campaign directorate” takes over </li></ul><ul><li>Two campaign chairs lead the directorate: Brian Topp and Sue Milling </li></ul><ul><li>Close to 60 full time members from provinces such as: Ontario, </li></ul><ul><li>Quebec, Manitoba, Saskatchewan, B.C, and Nova Scotia </li></ul>
  17. 18. LAYER CAKE STRATEGY <ul><li>Conveying the message at various levels: </li></ul><ul><li>leader’s tour, </li></ul><ul><li>ndp.ca, TV and radio, </li></ul><ul><li>and war room </li></ul>
  18. 19. WAR ROOM <ul><li>Provided information for campaign team to respond to daily events, </li></ul><ul><li>project perspectives, learn opponents, and keep messages flowing </li></ul><ul><li>Media experienced “war room fatigue”, as many messages were </li></ul><ul><li>being ignored by the media </li></ul><ul><li>Immediate response was to reduce amount of material sent to the </li></ul><ul><li>media, less spin </li></ul>
  19. 20. FINANCES <ul><li>In 2004, reforms banned donations from corporations, trade unions, </li></ul><ul><li>and other associations </li></ul><ul><li>Posed challenge for NDP, as trade unions contributed roughly 28% </li></ul><ul><li>of the revenue for campaigns </li></ul><ul><li>Legislation provided a quarterly allowance for each party, to </li></ul><ul><li>compensate based on the number of votes each party had received </li></ul><ul><li>in the previous </li></ul><ul><li> Therefore, larger parties received more allowances, reflecting </li></ul><ul><li>their portion of votes, which outnumbered </li></ul><ul><li>any support the NDP could gain </li></ul>NEW REGIME:
  20. 21. NATIONAL CAMPAIGN <ul><li>After 2006 election, NDP decided to fully fund a national </li></ul><ul><li>campaign </li></ul><ul><li>With increased reimbursements and the opportunity to </li></ul><ul><li>spend its legal maximum, the campaign had a clear target: </li></ul><ul><li>better resourced leader’s tour, undertake expensive daily </li></ul><ul><li>polling, and focus resources on next-tier ridings </li></ul>
  21. 22. STRATEGY AND PLATFORM
  22. 23. LAYTON vs HARPER <ul><li>Decision to present Layton as Harper’s main opposition was </li></ul><ul><li>in response to thoughts that the NDP might be framed out of </li></ul><ul><li>the competition </li></ul><ul><li>With Dion vs. Harper framing already existing, Layton wanted </li></ul><ul><li>to gain some of the attention too </li></ul>
  23. 24. GOING BOLD <ul><li>Announcing Layton as running for Prime Minister, the NDP </li></ul><ul><li>aimed to disrupt the conventional story of the election and </li></ul><ul><li>put NDP in the spotlight </li></ul><ul><li>Layton attacked Harper through a unified focus, and </li></ul><ul><li>improvement in numbers made it clear to them that their </li></ul><ul><li>tactics were working </li></ul>
  24. 25. THEMES <ul><li>Protection of middle-class and working families from </li></ul><ul><li>economic insecurity </li></ul><ul><li>Protection of families from declining healthcare </li></ul><ul><li>Protection of the environment </li></ul>
  25. 26. DEVELOPING PLATFORM <ul><li>Felt it was crucial mot to promote any personal tax increases </li></ul><ul><li>and to make strong case of not using pragmatic approaches </li></ul><ul><li>to spending money </li></ul><ul><li>Platform was then constructed to put “needs of the kitchen </li></ul><ul><li>table” first </li></ul>
  26. 27. STEP-BY-STEP APPROACH <ul><li>Put out one announcement per day, kept the media coverage </li></ul><ul><li>constant. </li></ul><ul><li>3rd week, released platform </li></ul>
  27. 28. CONSERVATIVE FOCUS <ul><li>Liberal focus was ignored, and targeted towards Harper who </li></ul><ul><li>was opposed to Dion, which then took the heat off the Liberals </li></ul><ul><li>However, the campaign deviated from ignoring the Liberals </li></ul><ul><li>once they pleaded with NDP voters to “vote strategically” </li></ul><ul><li>Layton then began the “two flank battle” </li></ul>
  28. 30. FRAMING THE BALLOT QUESTION <ul><li>Campaign strategists insisted framing the ballot question for past and </li></ul><ul><li>potential NDP voters </li></ul><ul><li>Converted Conservatives’ ballot question </li></ul><ul><li>Combined leadership and economic themes in the ballot question, </li></ul><ul><li>targeting the middle class </li></ul>
  29. 31. LEADER’S TOUR <ul><li>Well resourced and critical part of campaign </li></ul><ul><li>Launched with Layton’s announcement, he was “running for the </li></ul><ul><li>Prime Minister’s job since Stephen Harper had quit” </li></ul><ul><li>Liberals were stumbling </li></ul><ul><li>few visits to NDP incumbent constituencies; ’08 campaign was run </li></ul><ul><li>almost exclusively in opponent held ridings </li></ul><ul><li>VIDEO: TIME TO CHOOSE CHANGE </li></ul>
  30. 32. LEADER’S TOUR <ul><li>“ Rallies for Change”—Continued to reinforce idea of Layton versus Harper frame </li></ul><ul><li>Ontario received less attention than previously in the ’06 tour </li></ul><ul><li>Major problem during first week of campaign—Layton expressed that Elizabeth </li></ul><ul><li>May should be excluded from leaders’ </li></ul><ul><li>debates </li></ul><ul><li>Overall, success in creating highly </li></ul><ul><li>professional tour in ’08 </li></ul><ul><li>However, data still suggested Layton </li></ul><ul><li>suffered from being a leader of a third </li></ul><ul><li>party </li></ul>
  31. 33. POLLING <ul><li>NDP contracted private polling since ’06 election </li></ul><ul><li>Polling focused on riding clusters around the next tier ridings; </li></ul><ul><li>daily tracking polls </li></ul><ul><li>Private polling is important! </li></ul><ul><ul><li>Provided strategists with guidance with regard to campaign </li></ul></ul><ul><ul><li>theme </li></ul></ul><ul><ul><li>Itinerary could be adjusted based on information extracted </li></ul></ul>
  32. 34. COMMUNICATIONS <ul><li>NDP communications group provided national advertising for both </li></ul><ul><li>electronic and print media </li></ul><ul><ul><li>E-campaign grew rapidly </li></ul></ul><ul><li>Many important electronic innovations; reiterated idea of </li></ul><ul><li>modernization </li></ul><ul><li>Traditional advertising, mainly broadcast media, still had its place </li></ul><ul><li>Gaining a stronger foothold on Quebec was an important objective </li></ul><ul><li>More targeted communication with immigrant communities </li></ul>
  33. 38. CANDIDATES <ul><li>NDP sought high quality candidates </li></ul><ul><ul><li>Required to reflect well on the party </li></ul></ul><ul><ul><li>Represent the diversity of Canadian society </li></ul></ul><ul><li>In the end, they attracted a number of notable </li></ul><ul><li>candidates </li></ul>
  34. 39. CANDIDATES - QUEBEC THOMAS MULCAIR
  35. 40. CANDIDATES - QUEBEC THOMAS MULCAIR ANNA DAWSON
  36. 41. CANDIDATES – N.L. JACK HARRIS
  37. 42. CANDIDATES – EDMONTON LINDA DUNCAN
  38. 43. CANDIDATES – B.C. MICHAEL BUYERS
  39. 44. AFFIRMATIVE ACTION POLICY <ul><li>Designed to achieve gender parity as well as to include significant </li></ul><ul><li>no. of visible minorities, First nations, and youth candidates </li></ul><ul><li>In this election: </li></ul><ul><ul><ul><ul><li>104 (34%) of the party’s candidates were women </li></ul></ul></ul></ul><ul><ul><ul><ul><li>32 visible minorities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>11 First nations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>25 youth candidates (under 26 yrs of age) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2006 Election </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>108 candidates were women </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>21 visible minorities </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5 First nations </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>36 youth </li></ul></ul></ul></ul></ul>
  40. 45. ELECTION RESULTS <ul><li>NDP’s proportion of the national popular vote increased by just 0.7% </li></ul><ul><li>The party retained its remaining seats and picked up 10 more </li></ul><ul><ul><ul><ul><li>Newfoundland & Labrador </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Quebec </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ontario </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Prairies </li></ul></ul></ul></ul><ul><ul><ul><ul><li>British Columbia </li></ul></ul></ul></ul>
  41. 48. CONCLUSION <ul><li>Themes in the NDP performance: </li></ul><ul><li>MODERNIZATION </li></ul><ul><li>INCREMENTAL PROGRESS </li></ul><ul><li>CHALLENGE of RELEVANCE </li></ul>
  42. 49. MODERNIZATION <ul><li>Requirement to run under a fully funded national campaign </li></ul><ul><li>Effective use of electronic web-based social media </li></ul><ul><li>Policy Terms aggressively engaging to economic </li></ul><ul><li>issues </li></ul>
  43. 50. INCREMENTAL PROGRESS <ul><li>Since 2000, NDP has shown footholds in a number of regions, and far </li></ul><ul><li>more professional, better-financed national campaigns </li></ul><ul><ul><li>The standard now was to be at the centre of national partisan </li></ul></ul>
  44. 51. CHALLENGE of RELEVANCE <ul><li>2008 campaign suggests that the party is making headway to establish </li></ul><ul><li>relevancy to the next tier of voters </li></ul><ul><li>Jack Layton has to be hard pressed to be leader above Michael Ignatieff </li></ul><ul><ul><li>NDP has rejected new right populism in favour of a </li></ul></ul><ul><ul><li>broadly left populist appeal </li></ul></ul>
  45. 53. NDP
  46. 54. NDP WHEEL OF FORTUNE! PUZZLE 1: Clue: Voter Strategy
  47. 55. NDP WHEEL OF FORTUNE! PUZZLE 2: Clue: Campaign Theme
  48. 56. NDP WHEEL OF FORTUNE! PUZZLE 3: Clue: Communications Strategy
  49. 57. NEW DEMOCRATIC PARTY

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