Messaging and Win Number (Making dreams come true!) Bert Ralston Vox Populi Communications, LLC

The Strategic Process Initial Assessment/Research Strengths and Weaknesses Assumptions Strategic Hypothesis Consensus Strategic Statement Strategic Grid Unifying Message

Initial Assessment/Research Maps and Geography District History and General Narrative Demographics Election Data/Voter Turnout District Economy Centers of influence Party Organization Political History—Prior Elections Community Profiles District Media State/National Environment –Impact of special coalitional groups and organizations –Economic conditions –Key issues –Other uncontrollable issues

The Candidacies Strengths and Weaknesses “Campaigns are about maximizing your candidate’s strengths and neutralizing your weaknesses while neutralizing your opponent’s strengths and exploiting their weaknesses.” Ed Goes—The Tarrance Group

Strengths and Weaknesses A strength can also be a weakness Assessment must be done objectively Areas to evaluate –Personal –Business –As a candidate –Past campaigns –Promises made/kept –Resources/Finances

Key Assumptions Assumptions must address the following key points: –Voter turnout –Political environment –Issues Matrix –Fundraising Capabilities –Impact of other races –Opponent(s)’ strategy –Your base vote

Key Assumptions Campaign strategy is based on a series of assumptions—if your assumptions are wrong—so is your strategy, so… take the time to write them down!

The Strategic Hypothesis At this point a strategic hypothesis should be starting to take shape from the initial assessment. Write this down—It is now time to draft a first cut strategy statement for both you and that of your opponent. Opponent's Weaknesses +Candidate's Strengths District History + Political Environment =Reason

What must strategy be capable of answering? Who could/should vote for you and Why How do you prevent the opponent from ultimately reaching 50% + 1 What image will you project of your candidate—how do you want him/her to be perceived What image will you paint of your opponent—what image do you want to allow him/her to develop

The Strategic Grid You on YourselfYour Opponent on you You on your opponent Your opponent on Her/Himself

The unifying Message Now that you know who you are going to talk to, you must decide what you will say to the total universe of voters Campaigns are about contrast, whether positive or negative, your message must contrast at some point with what your opponent is saying Name ID is elemental, no one cares about what you are if they do not know who you are What sort of candidate image are you trying to develop? Pick issues that help to portray that image YOUR MESSAGE IS NOT BEING DELIVERED IN A VACUUM

Tactics You know who you want to talk to… You know what you want to say… Now, how do you get the message out? –Paid Media—Television, Cable, Radio, Direct Mail, Print, New Media. –Earned Media—Press Releases, Ed Boards, “Events”, Debates, Town meetings. –Organizational Contact—Phone Banks, D2D, Yard signs, Lit drops, Special events, Coalition development.

Tactics (Key metrics) All tactics require resources—financial and personal Success must be defined per each tactic in advance Tactics must be measured on an ongoing basis Tactics must reach selected target groups Have the most effective tactics reached saturation before new ones are added? A great strategy, with poorly implemented tactics, will lose.

Establishing your win number –Turnout assessment based upon previous elections –Ballot placement –Size of race –Number of candidates

Building the Campaign Plan From the Strategic Process Political Environment Strengths and Weaknesses Assumptions Strategic Grid Unifying Message

Building the Campaign Plan From the Planning Process Candidate's Schedule Paid Media Plan Earned Media Plan Organization Coalitions Timetable Fundraising Budget Volunteer Program Vote Goals/Targeting Voter ID Program Absentee/Early Voting Plan Election Day plan

Vox Populi Communications, LLC Bert Ralston