CAMPAIGNING IN A CUISINART How to maintain your strategic focus amidst the chaos Presenter: Lisa B. Lyon Principal, Savvy, ink. Emerge America Webinar * August 29, 2012

DON’T think outside “The Box” PERSUADABLESTHEIR BASE OUR VOTERS 52% OUR BASE Time Money Message Effort ©Lisa B. Lyon of Savvy, ink. 2012

Our BasePersuadablesTheir Base Dem Women Dem Men <40 ← Dem Men 60+ Dem Men Dem Men Independents Independents Rep Women <40 Rep Women <40 Rep Women 60+ → Rep Men Rep Women Our BasePersuadablesTheir Base Cherryville Brewster ← Apple Valley Eastbrook Eastbrook Dover Heights → Franklin Demographically Geographically Define your “Prime Persuadable” Targets Democratic man married to a Republican woman under 40, living in Eastbrook

Reg.Turn-OutExp'dPers.DemDem.Our TOWNVotersPercentVotersPercentPerf.BaseGoalVotesPEI Apple Valley18, %13, %50.2%41.0%54.0%7, % Brewster12, %9, %54.3%45.4%57.0%5, % Cherryville11, %7, %58.2%47.1%61.0%4, % Dover Heights15, %11, %44.6%34.7%48.0%5, % Eastbrook26, %19, %47.3%35.4%51.0%9, % Franklin8, %7, %38.5%31.8%42.0%3,0108.4% TOTALS:92, %68, %48.7%38.7%52.1%35, % Allocate all campaign resources according to a PEI Vote Scenario Percentage of Effort Index ©Lisa B. Lyon of Savvy, ink. 2012

The candidate’s time is the campaign’s most limited and precious resource Labor Day → Election Day = 65 days Time Blocks (morning/afternoon/evening) = 195 Personal time off = 95 Total Time Blocks for campaigning = 100 (300 hours) Voter Contact (little c) = 40% = 40 Blocks (120 hours) Fundraising = 40% = 40 Blocks (120 hours) Political Events (Big C) = 15% = 15 Blocks (45 hours) Administration = 5% = 5 Blocks (15 hours) Eastbrook = 28% = 11 Blocks (34 hours) Apple Valley = 20% = 8 Blocks (24 hours) Brewster = 16% = 7 Blocks (19 hours) Dover Heights = 15% = 6 Blocks (18 hours) Cherryville = 13% = 5 Blocks (16 hours) Franklin = 8% = 3 Blocks (9 hours) How much time do you have? How should you spend it? Where should you spend it? ©Lisa B. Lyon of Savvy, ink. 2012

The PEI also drives how to invest your other valuable resources: money and volunteers. A campaign budget is your strategy translated into dollars & A field plan is your strategy translated into people

©Lisa B. Lyon of Savvy, ink KNOW THE DIFFERENCE BETWEEN A STRATEGY AND A TACTIC. STRATEGY:TACTIC: VS.

©Lisa B. Lyon of Savvy, ink TARGET YOUR PAID MEDIA TO YOUR PRIME PERSUADABLES

©Lisa B. Lyon of Savvy, ink Sailing the 7 C’s of an Effective Message S Clear Concise Connected Compelling Contrasting Credible Consistent

©Lisa B. Lyon of Savvy, ink Data-Driven Decision Making is the to Victory!  Make decisions based on poll numbers – not personalities  Create and maintain a shared understanding of the campaign’s Lay of the Land, Strategy, and Message  Clearly define roles, responsibilities, lines of communication, and decision- making models  Build and maintain trust among the entire campaign team so tasks can be delegated with comfort and expediency  Evaluate every expenditure of resources (time, money, message & effort) with these two questions: “Who in our box is this targeting?” (is it strategic?) and “What is this saying?” (is it on message?)  Remember: “When it is not necessary to change, it is necessary not to change.” (John F. Kennedy)

52% © Lisa B. Lyon of Savvy, ink. 2012

IF YOU’D LIKE HELP STAYING ON TRACK… Lisa B. Lyon