Framing, Spreading and Planning the Message

Why the Message is Important People get 1500 messages a day People get 1500 messages a day A person must be touched 8 times before a message sinks in A person must be touched 8 times before a message sinks in Gives people a reason to vote for you Gives people a reason to vote for you

General Rules Message should be simple, concise, consistent and repeated often. Message should be simple, concise, consistent and repeated often. Never be afraid to be redundant. Never be afraid to be redundant.

Communications Plan The blueprint for: The blueprint for: How you will reach your votersHow you will reach your voters What you will tell themWhat you will tell them When it all will happenWhen it all will happen

Message Strategy Who Is Going To Vote For You? Describe the coalition of voters you will assemble. Describe the issues you will use to win those voters. Discuss the contrasts you will draw with your opponent. Identify some of the major programs your campaign will undertake.

Message Planning (What you will tell them) Three main parts Three main parts Who the candidate isWho the candidate is What the Candidate stands for and believes inWhat the Candidate stands for and believes in Why the candidate is a better choice than the opponent Why the candidate is a better choice than the opponent

Who the candidate is Biography Biography Family historyFamily history Personal HistoryPersonal History Job/Professional informationJob/Professional information Community service informationCommunity service information Other positive information that voters should know aboutOther positive information that voters should know about

What the Candidate stands for and believes in Why I’m running/30 word statement. Why I’m running/30 word statement. Short summary of why you are running. Should be positive and repeated often.Short summary of why you are running. Should be positive and repeated often. Campaign Theme Campaign Theme 3 words- (A New Beginning, Together We Can)3 words- (A New Beginning, Together We Can) 3 main issues 3 main issues Position Statement list Position Statement list Comprehensive list of the candidates positions on important issuesComprehensive list of the candidates positions on important issues

Why the candidate is a better choice than the Opponent Contrast message Contrast message Voters must be given a distinction between candidates Voters must be given a distinction between candidates If voters do not see a difference between candidates they will vote for the one who is more familiar. If voters do not see a difference between candidates they will vote for the one who is more familiar.

Contrast Message Planning OPPONENT’S FILE: On the left side list all the negatives: voting record, failure to pay taxes, scandals, etc. On the right side list all the positives: strong fundraiser, incumbent, approval rating, etc. CANDIDATE FILE: Repeat Above Steps You have to BE HONEST. Always understand the obstacles and challenges you are going to have to face.

Message Grid -Leesburg Grid Plot Key Differences Between You & Opponent Includes: What you think voters should know about you What you think voters should know about opponent What your opponent thinks voters should know about you What opponent thinks voters should know about him/her

Message Grid -Leesburg Grid QUADRANT ONE: All the statements the candidate will say about him/herself. QUADRANT TWO: List all the things you will say about the opponent. QUADRANT THREE: The candidate lists all the negative statements, traits, and dirt on him/herself-this is where you write down everything you expect your opponent to say about you. QUADRANT FOUR: List all the statements your campaign expects your opponent to say about him/herself.

Spreading the Message (How you will reach them) Three Categories Three Categories Paid MediaPaid Media Earned MediaEarned Media Grassroots activitiesGrassroots activities

Paid Media Examples Direct Voter Mail Direct Voter Mail Radio Radio Telephone Calls- Live and Automated Telephone Calls- Live and Automated Newspaper ads Newspaper ads Internet Internet

Earned Media Examples Events Events Letters to the Editor Letters to the Editor News Releases News Releases Interviews- Radio, News Paper Interviews- Radio, News Paper Debates, Forums Debates, Forums Candidate Questioners Candidate Questioners Internet- you tube, website Internet- you tube, website

Grassroots Examples Door to Door Door to Door Person to Person Person to Person Volunteer Phone Calls Volunteer Phone Calls Talk Stories Talk Stories Coffee Hours/meetings Coffee Hours/meetings

Spreading the Message Things to consider and plan for Earned Media Things to consider and plan for Earned Media More effective is it is deliberateMore effective is it is deliberate Maximized with planningMaximized with planning

Spreading the Message Things to consider and plan for Paid Media Things to consider and plan for Paid Media How much does each cost?How much does each cost? Which is the most effective in your district?Which is the most effective in your district? How much do we want to use of each?How much do we want to use of each? What percentage of the Budget should be used?What percentage of the Budget should be used? General rule- 70% of a campaign budget should be used on direct voter contact General rule- 70% of a campaign budget should be used on direct voter contact

Message Timeline (When it will happen) Build a master timeline Build a master timeline Things to consider Things to consider Coordinate with other campaign activitiesCoordinate with other campaign activities Consider costs- must coincide with fundraisingConsider costs- must coincide with fundraising

Questions?