Campaign Plan & Strategy

What are Elections …… Reveals society mindset Outlet for civil conflict Confer political legitimacy Decision making mechanism Choose leaders / representatives Choose policy Illusion of public participation Citizens co-responsible for decisions Accountability

Electoral requirements … Regular Meaningful choices Freedom to field candidates Universal Suffrage Equality of votes Secret Ballot Neutral & Effective Admin of elections

Elections & Their Issues Structural: Infrastructural deficiencies – roads Lack of resources Urban / rural divide Procedural: Not Transparent Unpredictable rules Violent Political environment Not free or fair access to media, information & institutional support

Elections & Their Issues Societal: Inequality & poverty Education Ethnicity, racism Gender Political: Weak state capacity No Democratic culture Selfish leadership NO ELECTORAL STRATEGY ALL PARTIES THE SAME No Constitutional control Weak civil society

OK, So what are they really? Marketing Exercises Tell you one of two things: If you vote for me … You’ll find true love, fulfillment, prosperity If you don’t … you’ll …!

The Scoop on Elections Elections are really about: 1. Drawing your attention to something 2. Telling you whose to blame for it

How do we do it? Polling What issues are important to people Have you ever been asked what matters to you? You are voters, right? You are registered, right? You do vote, right? Message / Slogan Rallies & Meetings Media GOTV

Resources of a Campaign Time: Most essential commodity Finite, cannot be created or regained once lost Money: Limited People: Less limited, Coordination Ideas: Unlimited, if encouraged

Key Elements of a Campaign Viable Party, Issue & Purpose Effective Organization Adequate Finance Convincing Contrast Meaningful Base of Support

Components of a Campaign Plan Vision of the Campaign Political & Demographic Profile Assumptions Strategy Theme & Message Tactics Time Line Measurable Results Budget Finance Plan Cash Flow Master Schedule

Planning for Victory A Written Campaign Plan is a Must! Often neglected Think they can keep it all in their heads DON’T Doubt the need for a plan! WHY? Any business, organization, and sport/game has a plan of attack Helps you avoid wasting time, money and people Keeps agreement within the campaign organization Accountability for all within the campaign, measures progress Campaign blueprint:- outlines priorities & identifies new opportunities A PLAN IS NOT A PLAN UNTIL IT IS WRITTEN DOWN!

Who should Write a Plan? Writing a plan alone means implementing it alone! Team Sport Campaign Manager, Finance Director, Consultant, Field & Communication Staff, Senior Executive Members Depending on the campaign, plan may be short & simple or detailed & sophisticated

Components I: Vision: Setting ambitious BUT realistic goals that consider available resources (i.e. time, money, people, ideas) These goals will help measure your success regularly Political & Demographic Profile: District summaries; voting preferences of area Includes election history, registration, part affiliation, status of elected officials

District Profile I: Answer the following questions: Population – Urban / rural / suburban / retirement communities? Economic state of the area: One industry or business? Dual-income families? Income Levels? Private Schools? Current unemployment rate? Religious or Ethnic make-up Party Registration Who is undecided? How big is this group?

District Profile II: How to use this information? Find the swing voters & target them with most of your resources Your Base will be with you no matter what

Targeting – using the Numbers: Premise – people who think & vote alike live near each other You want to spend more time in high-support, low turnout areas & swing areas SINNERS, SAINTS, SAVEABLES SINNERS – will never vote for you, even if you give them $1 million SAINTS – will vote for you regardless SAVEABLES – Swing & undecided These trends help formulate the campaign theme and message

Targeting – using the Numbers II: Electoral Commission Preferably take the same race & go back 4 or 5 cycles Look for the best results (from your Party) Look for the worst results (from you Party) What you want is: How many people will vote in the election? What is the partisan support? Volatility of voters in district.

Targeting a.k.a. Electoral Math: Total Votes = calculate all votes cast Turnout = Total Votes Cast / Total Register Voters on Election Day (EC calculates for you) Votes needed to win e.g. Total projected Voters x (depends on number) Swing Factor = Strong Party outcome (percent) – Weak Party outcome (percent) Base Vote = the worst your party will do in an area

Components II: Agree on a set of Assumptions Aids decision-making process during campaign If assumptions are wrong, see it as a signal that perhaps a strategic / tactical shift needed Look at the Following: What is the national / provincial climate? How strong is your opponent / other candidates? What are your strengths and weaknesses? Give 5 reasons for each.

Components III: Strategy: Answer these questions – WHO IS GOING TO VOTE FOR ME & WHY? HOW WILL I REACH THEM? Most of this information is in the District Profile

What is Strategy? Definition:- What we need to do to win? Objective:- Keep it S.M.A.R.T.

S.M.A….. Specific:Be precise about what you are going to achieve Measurable:Quantify your objectives Achievable:Are you attempting too much?

...R.T. Resourced:Do you have enough Resources? (people, money, machines, materials, minutes) Timed:The date for completion

Components IV: Tactics : Media Plan – paid, earned, press operation, web technology Research Plan – Opposition, Issue, Survey & Focus groups Organization / Field Operations Plan – Targeting, Scheduling, Coalition building, Voter contact, Surrogates, Field Offices, County Coordinators, GOTV Timeline: Track Mailings, fundraisers, rallies etc Coordinate staff-intensive or expensive projects like fundraising & field events

Components V Theme & Message: What your campaign stands for, plans for the future Persuade voters you have THE BEST PLANS FOR THE FUTURE Clear, Short, Simple, Memorable

Components VI: Measurable Results: Check on where you are frequently to avoid Election Day surprises Example: Increase in support through polling Check on fundraising goals & mailings etc Budget / Fundraising Plan: Paid Media Staff / Consultants / Taxes / Office expenditure Travel Voter Contact / Mail / Web outreach programs GOTV Fundraising Goals Cash Flow Master Schedule