us elections & campaigns 101
TRANSCRIPT
![Page 1: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/1.jpg)
Class SixFebruary 19, 2014
US Elections &Campaigns 101
PlanningCampaigningTransitioning
![Page 2: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/2.jpg)
Strategy vs. Tactics
![Page 3: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/3.jpg)
Number 1 Question
“Why am I running for office?”
![Page 4: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/4.jpg)
Tell > Sell
![Page 5: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/5.jpg)
Does > Is
![Page 6: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/6.jpg)
Mission > Money
![Page 7: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/7.jpg)
Offline = Online
![Page 8: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/8.jpg)
Cause > Campaign
![Page 9: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/9.jpg)
Reinforce
Reward
Recognize
Refresh
Research
![Page 10: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/10.jpg)
Remember “TIMP”
Time
Information
Money
People
![Page 11: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/11.jpg)
Politics Art + Science
Identify
Problem
Issue
Event
Solution
Conclusion
Outcome
Victory
Tactics
Tools
Platforms
Audiences
Iteration
![Page 12: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/12.jpg)
3 Stages of a Campaign
![Page 13: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/13.jpg)
Planning
Campaigning
Transitioning
![Page 14: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/14.jpg)
Planning
Strategy
![Page 15: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/15.jpg)
SWOT Analysis
StrengthsWeakness
Opportunities Threats
![Page 16: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/16.jpg)
Candidate
EducationMarried
Strength
Young
Weakness
Opponent
EmploymentMilitary
Strength
Old
Weakness
YoungPolicy
Opportunities
Lost election
Threats
ExperienceWell known
Opportunities
Scandal
Threats
![Page 17: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/17.jpg)
Political and Historic Data
Voter historyDate of birth
Address / Phone / Email / SocialSchool
Employer
![Page 18: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/18.jpg)
Identify Issues
Polling by firmDirect mail solicitationPress / Social / Blogs
Campaign team + Elected officials“Door to Door” / “Front Step”
![Page 19: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/19.jpg)
Develop Database
Media contactsElected officials + Community leaders
Volunteers
![Page 20: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/20.jpg)
Building the Team
Campaign ManagerPolitical Director
Communications DirectorScheduler
Volunteer CoordinatorPolicy Advisor
Candidate’s FamilyCoalitions + Committee + Endorsements
![Page 21: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/21.jpg)
Research
Self + Opposition
![Page 22: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/22.jpg)
Determine the Message
Issues important to votersPriorities of the voters
Strengths of the candidatesWeakness + Strengths of the opponent
![Page 23: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/23.jpg)
Define the Issues
Keep it simpleAppeal to hearts / emotion
Tell a storyExplain how candidate has the answer
![Page 24: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/24.jpg)
Budget for Campaign
Salaries + FeesPolling + Research Expenses
Office ExpensesTravel Expenses
Web + Digital ExpensesPaid Media Expenses
Event Expenses
![Page 25: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/25.jpg)
Build the Timeline
Work from Election Day backwardsInflections points
Major events + holidaysFlow of the campaign season
Direct Mail + Messaging
![Page 26: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/26.jpg)
Campaigning
Tactics
![Page 27: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/27.jpg)
Direct Mail
Introduce candidateCandidate on the issues
Candidate endorsementsCall to Action / Volunteer
Protect / RefuteAttack opponent
Response to attack
![Page 28: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/28.jpg)
Paid Mail
Introduce candidateCandidate on the issues
Candidate endorsementsCall to Action / Volunteer
Protect / RefuteAttack opponent
Response to attack
![Page 29: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/29.jpg)
Phone Banks
Raise awareness / name identificationIssue monitoringIssue explanation
Polling Get Out The Vote
![Page 30: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/30.jpg)
Scheduling
CalendarEvents
Pace + FlowAdvance
Reinforce Message
![Page 31: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/31.jpg)
Grassroots
Door to DoorCoffeesRalliesSigns
Email / SocialTown Halls
Community Events
![Page 32: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/32.jpg)
Opponent Engagement
MonitoringPreparing for debates
“Going negative”
![Page 33: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/33.jpg)
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
![Page 34: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/34.jpg)
Modern Campaigning
Tactics
![Page 35: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/35.jpg)
![Page 36: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/36.jpg)
Play where your supporters are – not where you think they are
![Page 37: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/37.jpg)
Channel online enthusiasm into specific, targeted activities that further campaign goals
![Page 38: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/38.jpg)
Integrate online advocacy into every element
of the campaign
![Page 39: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/39.jpg)
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”
![Page 40: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/40.jpg)
Group Website More PassivePersonal WebsiteEmail (newsletter)Web-based campaigningWeb-based discussion forumEmail (correspondence)BlogSocial CampaigningInstant Messaging + TweetingContributingTexting More Proactive
![Page 41: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/41.jpg)
Advocate Social Personal
Create a groupRecruit othersHost an eventHost blogCoalition leader
Create a profilePost picturesWrite blog postJoin a groupAttend an event
Email / TextVolunteer WalkPhoneDonate
![Page 42: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/42.jpg)
![Page 43: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/43.jpg)
![Page 44: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/44.jpg)
![Page 45: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/45.jpg)
![Page 46: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/46.jpg)
![Page 47: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/47.jpg)
![Page 48: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/48.jpg)
![Page 49: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/49.jpg)
![Page 50: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/50.jpg)
![Page 51: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/51.jpg)
![Page 52: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/52.jpg)
![Page 54: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/54.jpg)
![Page 55: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/55.jpg)
![Page 56: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/56.jpg)
![Page 57: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/57.jpg)
Transitioning
Strategy + Tactics
![Page 58: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/58.jpg)
Building the Transition Team
Leadership (Co-Chairs)Staff
AppointmentsPolicy Review
Agency ReviewCandidate-elect support
![Page 59: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/59.jpg)
Pre-election Checklist
Operations + SupportList of top appointments
Security clearanceCampaign “promise book”
Vetting appointments
![Page 60: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/60.jpg)
Post-election Checklist
Select top Cabinet/staffImplementation plan, agenda, budget
Work with governmentDevelop policy priorities
Inauguration
![Page 61: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/61.jpg)
“First 100 Days”
Coalition outreach + engagementMedia + Publicity
Policy changesLegislative success
Action + Energy
![Page 62: US Elections & Campaigns 101](https://reader033.vdocuments.us/reader033/viewer/2022052308/589eb3031a28ab4a5c8b46e9/html5/thumbnails/62.jpg)
Marc A. RossCaracal [email protected]@marcaross+1 (703) 598-3242