publicus-js-ncpag-campaign plan to legis agenda

8/3/2019 PUBLiCUS-JS-NCPAG-Campaign Plan to Legis Agenda

1/22

FromCampaignPlatforms

toLegislative

Agenda

JumpstartingtheNewLegislators

inthe

15th Congress

July19,2010

NCPAGTrainingVenue,UPDiliman,QuezonCity

FROMCAMPAIGNPLATFORMSTOLEGISLATIVEAGENDA

JumpstartingtheNewLegislatorsinthe15th Congress

NCPAGTrainingVenue,UPDiliman,QuezonCity

19July2010

By

LilibetA.

Amatong


2/22

Having made it to the 15th Congress, the participant

should be able to identify his/her priority campaignplatforms and reflect them in the legislative agenda.

Terminal Objective


3/22

Enabling Objectives:

1. Identify factors that make a successfulcampaign platform.

2. Determine what will sustain constituentssupport; thereby, pave way for reelection.

3. Translate campaign platformto legislative agenda.


4/22

WhatMakesaSuccessfulCampaignPlatform?

CENTEREDNES

S

COMMITMENT

COREMESSAGE

CONNECTEDNE

SS

COLLABORATIVEN

ESS


5/22

uare

the

MesageYou Are The Message

* Commitment to whatyou say because whatyou say is who you are.

* Knowledge of theissues because you areamong the others.

* So knowledgeable,that you feel and canarticulate the issues.


6/22

Understanding the political mindscape will allow you to

approximate voter behavior, thus understanding this dynamicallow you to formulate a more effective MESSAGE.


7/22

Demographics represents a

population according to theirobjective characteristics

Location, Age, SEC Class,

Gender

Psychographicsrepresents a

population according to their

values, attitudes,

personality and

beliefs.Activities, Interests,Opinions

Relevant facts about voter

behavior such as voter

turnout, past preferences for

candidate type, etc.


8/22

PROJECT ARAGON:

5 PsychographicProfiles of Filipino VotersKey Psychographic Segments to Target


9/22

Key Psychographic Segments

By targetingsaid segments, we reach

74%of the votes

Resigned Pessimist (19%)

Concerned Participant (34%)

Progressive Democrat (21%)


10/22

What are their demographics?

WHO WHERE GENDER AGE CLASS

Resigned Pessimist

(19%)

NCR Male 35 up ABC

ConcernedParticipant (34%)

Urban NL,Mindanao

Parity 35 up D2

ProgressiveDemocrat (21%)

Rural Viz,Mindanao

Parity 17-20 y.o. E


11/22

November2122,2007 JUMPSTARTINGTHECAMPAIGNTRAIL 11

Key considerations in vote choice!

Maka-masa Mataas ang pinag-aralan

Nakatubog sa mga issues/problema sakaniyang jurisdiction


12/22

February19,2010 JUMPSTARTINGTHECAMPAIGNTRAIL 12

How to reach your voters:ARelationalCampaign

SHIFT THE BASIS OF YOUR CAMPAIGN:POWER & INFLUENCE vs. RELATIONSHIPS

BUZZ WORDS -21st century leadershipshared leadership,

active citizenship,generational politics,

politics of the fringes


13/22Building a Relational Campaign

KEY STRATEGY! Storytelling

A STORY OF THE SELF

(kandidato)

A STORY OF NOW

(dahilan at motibasyon)

RELATIONAL CAMPAIGNA STORY OF US

(supporters ng kandidato)


14/22

Themes for the

Resigned Pessimist

(19%)

1. Talk about the future -jobs and the economy

2. Get them out of the rut and

appeal to their better

angels

3. Identify and rally on the

concept of a Better

Philippines

4. Try a different leader-young, new energy, vibrant,

hardworking and capable

Themes for the

Concerned Participant

(34%)

1. You matter

2. Talk about your

experience as a young

politician/whounderstands the young

and why you entered

politics

3. What drives you as apublic servant?

4. What will make you

different?

Themes for the

Progressive Democrat(21%)

1. Talk about your

accomplishments

2. Of being a public

servant3. Of moving around the

halls of power

4. On positivist view ofpower and politics

5. Scorecards that have putPhilippines in a bad

reputation: Dying city,

napag-iwanan, etc.

Using the Segments to Build a Relational Campaign


15/22


People see the world in 2 ways:

1. Emotional heartissues

2. Rational headissues


16/2216

APPEAL TO BOTH BY PRESENTING STORIES OFCHARACTER and COMPETENCE

Madaling lapitan

Maka-masa

Matulungin

Matapang

May paninindigan

Maka-Diyos

Magaling mamuno

May karanasan

Mataas ang pinag-aralan

Galing sa respetadongpamilya


17/22


Rank 1 Rank

2

Rank

3

Rank

4

Rank 5

Pag-uugali ng kandidato 39 23 16 12 11

Natapos na antas sa paaralan o

pinag-aralang kurso15 15 24 23 23

Karanasan sa pulitika 15 21 19 24 21

Pananaw sa buhay 11 20 22 24 23

Paniniwala o prinsipyo sabuhay

20 22 19 18 21

CONSIDERATIONS IN VOTE CHOICE

CHARACTEROVERCOMPETENCE!


18/22


Criteria for deciding on VOTE CHOICE

FOR THE POOR.


19/22


VOTERS: MEDIA isMAIN SOURCE OF INFO on ELECTIONS

StillLocal Television!


20/22


VOTERS:If non-media, FAMILY and FRIENDS!


21/22

How we do it

INTROSPECTION

QUANTITATIVE

RESEARCHQUALITATIVE

RESEARCHCOMMUNICATIONPLAN


22/22

Salamatpo!


publicus-js-ncpag-campaign plan to legis agenda

Documents