us elections & campaigns 101

Class SixFebruary 19, 2014

US Elections &Campaigns 101

PlanningCampaigningTransitioning

Strategy vs. Tactics

Number 1 Question

“Why am I running for office?”

Tell > Sell

Does > Is

Mission > Money

Offline = Online

Cause > Campaign

Reinforce

Reward

Recognize

Refresh

Research

Remember “TIMP”

Time

Information

Money

People

Politics Art + Science

Identify

Problem

Issue

Event

Solution

Conclusion

Outcome

Victory

Tactics

Tools

Platforms

Audiences

Iteration

3 Stages of a Campaign

Planning

Campaigning

Transitioning

Planning

Strategy

SWOT Analysis

StrengthsWeakness

Opportunities Threats

Candidate

EducationMarried

Strength

Young

Weakness

Opponent

EmploymentMilitary

Strength

Old

Weakness

YoungPolicy

Opportunities

Lost election

Threats

ExperienceWell known

Opportunities

Scandal

Threats

Political and Historic Data

Voter historyDate of birth

Address / Phone / Email / SocialSchool

Employer

Identify Issues

Polling by firmDirect mail solicitationPress / Social / Blogs

Campaign team + Elected officials“Door to Door” / “Front Step”

Develop Database

Media contactsElected officials + Community leaders

Volunteers

Building the Team

Campaign ManagerPolitical Director

Communications DirectorScheduler

Volunteer CoordinatorPolicy Advisor

Candidate’s FamilyCoalitions + Committee + Endorsements

Research

Self + Opposition

Determine the Message

Issues important to votersPriorities of the voters

Strengths of the candidatesWeakness + Strengths of the opponent

Define the Issues

Keep it simpleAppeal to hearts / emotion

Tell a storyExplain how candidate has the answer

Budget for Campaign

Salaries + FeesPolling + Research Expenses

Office ExpensesTravel Expenses

Web + Digital ExpensesPaid Media Expenses

Event Expenses

Build the Timeline

Work from Election Day backwardsInflections points

Major events + holidaysFlow of the campaign season

Direct Mail + Messaging

Campaigning

Tactics

Direct Mail

Introduce candidateCandidate on the issues

Candidate endorsementsCall to Action / Volunteer

Protect / RefuteAttack opponent

Response to attack

Paid Mail

Introduce candidateCandidate on the issues

Candidate endorsementsCall to Action / Volunteer

Protect / RefuteAttack opponent

Response to attack

Phone Banks

Raise awareness / name identificationIssue monitoringIssue explanation

Polling Get Out The Vote

Scheduling

CalendarEvents

Pace + FlowAdvance

Reinforce Message

Grassroots

Door to DoorCoffeesRalliesSigns

Email / SocialTown Halls

Community Events

Opponent Engagement

MonitoringPreparing for debates

“Going negative”

Get Out the Vote - GOTV

Identify supportersPlan to get them to the polls

Knowing how many votes you haveWhere you are weak / Where you are strong

Coalitions

Modern Campaigning

Tactics

Play where your supporters are – not where you think they are

Channel online enthusiasm into specific, targeted activities that further campaign goals

Integrate online advocacy into every element

of the campaign

Steps of Activity

“provide opportunities for the most casual

supporters to stay involved, while also

providing more strenuous opportunities for the

smaller core of activists”

Group Website More PassivePersonal WebsiteEmail (newsletter)Web-based campaigningWeb-based discussion forumEmail (correspondence)BlogSocial CampaigningInstant Messaging + TweetingContributingTexting More Proactive

Advocate Social Personal

Create a groupRecruit othersHost an eventHost blogCoalition leader

Create a profilePost picturesWrite blog postJoin a groupAttend an event

Email / TextVolunteer WalkPhoneDonate

Transitioning

Strategy + Tactics

Building the Transition Team

Leadership (Co-Chairs)Staff

AppointmentsPolicy Review

Agency ReviewCandidate-elect support

Pre-election Checklist

Operations + SupportList of top appointments

Security clearanceCampaign “promise book”

Vetting appointments

Post-election Checklist

Select top Cabinet/staffImplementation plan, agenda, budget

Work with governmentDevelop policy priorities

Inauguration

“First 100 Days”

Coalition outreach + engagementMedia + Publicity

Policy changesLegislative success

Action + Energy

Marc A. RossCaracal Globalmarc@caracal.global@marcaross+1 (703) 598-3242