We will discuss the pledgecards in the plenary 2. Be prepared to present your pledgecard! Strategy: Communication plan - Central message - Target groups - Media - Events - Materials - Timeline - Budget - Evaluation Communication is key!  Workshop 6: Communication plan 1. Develop a basic communication plan for your campaign based on: - Central message - Target groups - Media - Events - Materials - Timeline - Budget - Evaluation 2. Be prepared to present your communication plan!

1. Campaigning
Training
Belarus
Alfred Mozer Foundation (AMS)
15-18 november 2012
Lobke Zandstra
Rik Winsemius

2. Alfred Mozer Stichting (AMS)
and its trainers
• Who are we?
• What do we do?

3. Alfred Mozer Stichting (AMS)
• Founded in 1989 to support ‘sister’ parties in
newly established democracies in former
Eastern Europe countries
• Linked but independent of the PvdA, with own
board and financing
• Promoting and assisting social democracy
through training of party members and
organising topical seminars

4. Alfred Mozer Stichting (AMS)
• Changed geographic scope in 2002
• Became the secretariat of the European Forum
for Democracy and Solidarity in 2003
• Active in 15 countries; 600.000 euro annual
budget; 4 permanent staff members in
Amsterdam
• Around 50 projects a year with the help of
contact persons
• Demand-driven organisation

5. www.AlfredMozerStichting.nl

6. www.EffectiveTraining.org

7. http://www.europeanforum.net/

8. www.europeanforum.net/country_updates.php

9. The AMS method
• The method is more important than the contents
• Campaign training is like making your traditional soup
• We hand over some ‘universal’ ingredients
• You add your specific national and regional ingredients
• Together we make the soup
• Lot’s of workshops

10. Workshop 1:
Introduction of the participants;
getting to know each other and the
expectations of the training

11. Workshop 2:
•Challenges for you & Belarus

12. Strategy: General Remarks

13. Strategy
• Definition
The way in which a good plan becomes a firm result
• Results:
1. Knowing what your voters think (research)
2. Knowing your strenghts and weaknesses (SWOT)
3. Formulating what you want (Central Message)
4. Communicating what you Want (Communcating
Central message)

14. Strategy
Criteria of an effective
strategy:
• Concrete
• Attaintable/ realistic
• Inspiring

15. Remember!
It’s about the future
It’s about the voter
It’s about trying to win
It’s hard work
It’s inspiring and fun

16. Strategy: Research, SWOT

17. Step 1: Research
•Means
– Free information
– Own research
– If possible: focusgroup & polling info
•Objective
– Know what the state in your country/
region/municipality is
– Know the profile of your leader
– Who are the voters you’re aiming for
– What’s their perspective

18. Step 2: SWOT
SWOT- analysis:
• Strengths
• Weaknesses
• Opportunities
• Threats

19. SWOT- analysis
Strengths Weaknesses
(Internal) (Internal)
Opportunities Threats
(External) (External)

20. Case:PvdA (Dutch Labour Party)
2012
Weak:
• New leader: unknown
• Issues: all big parties cover the same issues
• Big chance of losing position as the largest leftist party
Strong:
- New party leader: young and credible
- Issues: concrete issues for common families, economic crises
- Target groups: people who used to vote PvdA in 2010
- Experienced campaigning team

21. Case:PvdA (Dutch Labour Party)
• State of the country 2012
- Swinging voters in left and right corner
- People wanted a stable coalition
- Effects of economic crises more feasible

23. Workshop: SWOT- analysis
Making an SWOT- analysis
Keep in mind:
• the state of the country/region/Muncipality
• your opponents
• your own party / movement/ candidate!

24. Strategy: central message

25. Part 2: From strategy to central
message
Central message
• Central message functions as the pivot of the
campaign
• Central message plays an important part in
the build-up of your campaign- and media-
plan
• Central message defines the campaign
• Central message is the beacon to where you
can always return

26. Characteristics of a central
message
• 6 C’s
– Clear
– Concise
– Compelling
– Connected
– Contrasting
– Credible
• KISS (keep it short & simple)
• It’s like a chewing gum
• Future- and solution orientated
• Use the central message as a repeat machine

27. Example of a central
message 2012
The time to take Holland into a new direction is now. A direction of growth and optimism.
Our country can be stronger and more social.
Our economy does not recover by solely cutting expenses. Especially now we should invest
in our businesses and the best education for our childeren. That is the way to create jobs for
the young and the old.
Common families are the engine of our economie. That’s why we reverse the higher taxes
on groceries and the taxes on travelling to work, while at the same time we ask a little bit
from of the people with higher incomes. We cancel the payements for residing in hospitals
and stop the wasting influnce of the free market ideology in the healthcare.
That’s how we create growth and jobs and clean up our budget. That’s how we prevent that
in our civilised country, one to ten childeren are being raised in poverty. That’s how we
prepare Holland for the future.
The Labour Party. Holland Stronger and more social

28. Issues (pledges) & Slogan
Pledges:
•Cancel taxes on groceries and travelling from and to work
•Revers paying for residing in Hospital
•Invest in businesses and in the best education for our childeren
•We create jobs & economic growth.
Slogan
•Stronger and more social

29. Workshop 4: developing a central,
message with pledges and a slogan
1. Develop a central message for the campaign
of your party or for your candidate
Keep in mind:
- The 6 C’s
- Orientation on the future
- Orientation on solutions
- Keep it short and simple

30. Pledgecards
• First rule as politician:
– Know what you want to say to whom
• Ultimate proof:
– 3 pledges of no more than ten words
• Your own slogan
• Especially important on a local level

31. Workshop 5: Pledgecard
1. Make your own pledgecard
Keep in mind:
- Three points
- Local problems
- You’re own slogan