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Restartup Campaigns - SuccessStory. Setting up your Permanent Campaign

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Restartup Campaigns - SuccessStory. Setting up your Permanent Campaign

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Restartup Campaigns - SuccessStory. Setting up your Permanent Campaign

  1. 1. CAMPAIGNS SUCCESSSTORY 20XX Setting up your Permanent Campaign Verzia: 1.1
  2. 2. PROJECT GOAL To prepare your success story forelections using strategicallysupported and tactically aimed toolsof permanent campaign with an aimto built a strong reputation of yourbrand and city brand. So that youdon't need to think about it and canfully engage into a good citygovernance.
  3. 3. PERMANENT CAMPAIGN Permanent campaign means long-term cooperation with target groups and themes that resonate within these groups. It's a repeating winning over and confirmation of voters with desirable functional and emotional benefits. The aim is to strengthen the candidate brand and in that way to gain a communication and campaign advantage over competitors. Strategy Why? Who? Where? Tactics When? How?
  4. 4. ELECTION CYCLE Theory of election cycles forecasts that it is necessary to do the most difficult and painful decisions, changes or reforms of the term, in a first year after elections, so the positive impact of these measures could be proved and voters forgot all negatives connected with them. 1 2 3 4
  5. 5. WHAT WILL BE YOUR STORY? However, you could think about it differently. You have less than four years to paint a picture of the city, you would like to have, into an empty frame. The question is, who actually has the paints and brushes in their hands. Is it you or your opponents, who will paint the picture instead of you and what if they don't use the correct colors? We offer you services that will assure, it will be you who will paint the picture and tell your story. And it will be a story of a good mayor of a successful city.
  6. 6. MAYOR’S STRATEGIC COMMUNICATION SERVICE PROPOSAL SET UP OF A CITY COMMUNICATION DEPARTMENT MAYOR’S TACTIC COMMUNICATION MAYOR‘S REPUTATION MANAGEMENT CONSULTANCY IN CRISIS COMMUNICATION OF A MAYOR OR CITY TELEPHONE CONTACT WITH CITIZEN (TOWNHALL THROUGH PHONE) CITY BRANDING AND DESTINATION MARKETING LOBBYING SUPPORT
  7. 7. SPECIFICATION OF SERVICES MAYOR‘S STRATEGIC COMMUNICATION We will have a look at what tools the city uses for the communication with public now. We will suggest you an appropriate positiong of your mayor mandate and communication mix of tools (prints, advertisements, web, social networks, applications). We will explain which specific themes and messages is good to communicate towards citizens. SET UP OF CITY COMMUNICATION DEPARTMENT We will suggest you the best model of city communication, externally and internally. We will tell which people you need for communication department, what they should be doing for the entire four years and how we can measure their work. We will train new employees for communication (spokesperson, newspaper editor) and give them skills for everyday work and for building up the relationships with journalists and media. We will advise and mentor them during your term.
  8. 8. SWOT ANALYSIS, MESSAGE BOX AND NARRATIVE TRIANGLE ARE BASIS FOR A GOOD STRATEGY SAMPLE: SPECIFICATION OF SERVICES
  9. 9. PUBLIC SPEAKING TRAININGS FOR THE CAMPAIGN TEAMSAMPLE: SPECIFICATION OF SERVICES
  10. 10. MAYOR‘S TACTICAL COMMUNICATION Together with your communication department, we will set a daily routine of communication, from monitoring of media to social networks, up to proactive preparation of communication outputs and searching of media opportunities in a city and region. We will teach them to work for municipal authorities so that citizen could feel a significant change in communication of the city. We will introduce them to new technologies designated to communication with public. MAYOR‘S REPUTATION MANAGEMENT It's natural that you will face a pressure of those who don't wish for changes in the city. The attacks will probably get into personal level. Together with our expert on social networks, we will prepare ways how to protect and guard your reputation and reputation of the city in a public. We will come up with a battery of tools for transparent communication of your decisions and teach members of your communication team to work with them, so you are overextended as less as possible. SPECIFICATION OF SERVICES
  11. 11. REPUTATION MANAGEMENT STARTS WITH PROPERLY DEFINED ROLES IN THE NARRATIVE SAMPLE: SPECIFICATION OF SERVICES
  12. 12. CONSULTANCY IN CRISSIS COMMUNICATION OF A MAYOR OR A CITY In case it won't be possible to prevent an attack before it actually happens, together with you, we will prepare an action plan how to communicate an unpleasant news or crisis solutions together with defining the communicators and its timing. If you are interested, we will create a process map of crisis communication for your team and standardized answers to all frequently asked questions that could potentially provoke a conflict and misunderstanding. TELEPHONE CONTACT WITH CITIZEN (TOWNHALL THROUGH A PHONE) Keeping the communication as personal as possible is a condition of a successful permanent campaign. Citizens want to see and hear their mayor. Media can distort and leave out your messages. Therefore, a direct communication in regular intervals is so important. The most efficient tool is a mass phone conference with citizens, during which they could ask their questions and answer the poll questions from your side. It would be ideal to have live phone conferences, with different city districts. SPECIFICATION OF SERVICES
  13. 13. PREVENTION IS THE FOUNDATION STONE OF THE EFFECTIVE CRISIS COMMUNICATION SAMPLE: SPECIFICATION OF SERVICES
  14. 14. TOWNHALL WITH CONSTITUENTS THROUGH TELEPHONESAMPLE: SPECIFICATION OF SERVICES
  15. 15. CITY BRANDING AND DESTINATION MARKETING If your story is to be successful, the city should become an attractive destination for tourists and potential investments during your term. Good defining and communication set up of a city brand, that attracts interest, could help that. This also means a clear defining of city story and offer. We will give our rich experience with brand build up for your disposal. Together with you, your team and supplier of graphic and design services (naturally, we can also recommend those verified by us), we will prepare a city brand development strategy and support activities for its communication. You will get a design manual, that will be a visual image of your success story and success story of your city. LOBBYING SUPPORT We will be happy to provide you with our contact in a private sector and public administration, so we will help you to enforce key points of your electoral program, that require collaboration of government offices and agencies or private companies and corporations. If necessary, we will open the doors for you, pre-negotiate opinions and we will accompany you at negotiations. SPECIFICATION OF SERVICES
  16. 16. GUERILLA BRANDING IN THE CITY OF ZVOLEN (SLOVAKIA) DURING MUNICIPAL CAMPAIGN SAMPLE: SPECIFICATION OF SERVICES
  17. 17. VIRAL BRANDING OF THE CITY OF BRNO (CZECH REPUBLIC) USED IN THE MUNICIPAL CAMPAIGN SAMPLE: SPECIFICATION OF SERVICES
  18. 18. BRANDING OF THE LOCAL MOVEMENT IN RIMAVSKA SOBOTA (SLOVAKIA) SAMPLE: SPECIFICATION OF SERVICES
  19. 19. Year 1 2 3 4 SAMPLE REALIZATION AND SUPERVISION OF SERVICES Mayor’s strategic communication Set up of communication department Mayor’s tactical communication Mayor’s reputation management Consultancy in crisis communication Telephone townhall with citizens City branding and destination marketing Lobbying support ELECTION DAY Legend: Preparation, set up, realization Supervision, operative mentoring TIMING OF SERVICES
  20. 20. SERVICE PACKAGES BASIC ALL INCLUSIVE YOU CAN SELECT ONE OF TWO PACKAGES OF SERVICES Mayor’s strategic communication Set up of communication department Mayor’s tactical communication Mayor’s reputation management Consultancy in crisis communication Telephone townhall with citizens City branding and destination marketing Lobbying support 1 CONSULTING DAY PER MONTH 12 HRS/MONTH SUPPORT 2 CONSULTING DAYS PER MONTH 24/7 SUPPORT
  21. 21. SINCE 2014CASE STUDY ZVOLEN Restartup designed two successful campaigns for the team of Lenka Balkovičová, the current Mayor of the city of Zvolen, Slovak Republic. First in 2014, then reelection campaign in 2018 was the visible outcome of the permanent campaign done during the election cycle. Teams cooperated in strategic and tactical communication and advised in the crisis communication of crucial projects for the city development.
  22. 22. SINCE 2017 CASE STUDY KOŠICE Our cooperation started with a successful election campaign for the Governor of Kosice Region (Slovak Republic) in 2017. Our team works on strategic and tactical communications in the region, it is continually setting up processes of communication and caters to reputation management of the Chairman, his crisis communication and brand.
  23. 23. IN POLITICAL MARKETING SELECTED REFERENCES IN POLITICAL MARKETING
  24. 24. INTERNATIONAL REPUBLICAN INSTITUTE 2006-2011 KAREL SCHWARZENBERG FOR PRESIDENT 2013 ANDREJ BABIŠ (ANO) TO CZECH PARLIAMENT 2013 EDUARD KUKAN FOR MEMBER OF EUROPEAN PARLIAMENT 2014 LENKA BALKOVIČOVÁ FOR MAYOR 2014 & 2018 ANDREA TURČANOVÁ FOR MAYOR 2014 SLOBODA A SOLIDARITA TO SLOVAK PARLIAMENT 2016 RASTISLAV TRNKA FOR CHAIRMAN OF KOSICE REGION 2017 V POLITICKOM MARKETINGU IN POLITICAL MARKETING SELECTED REFERENCES IN POLITICAL MARKETING
  25. 25. By researching the perpetual change and current trends.. × + ..we start the right strategies.. ..to move up your brand, cause or people.. ..so touch, and let us tell your story.
  26. 26. Would you like to know more or do you need a tailor made project? Let us know: Michal Novota michal@restartup.sk +421 903 968 721

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