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Political Campaign Strategies Actionable Tips For Campaign Strategy
Political Campaign Strategies Actionable Tips For Campaign Strategy
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Competitor analysis
Competitor analysis is essential in any contest. A good understanding of the strengths and
weaknesses of your opponents can give you a huge advantage in building your campaign
messaging, in head-to-head debates, and in undermining their campaign message when
necessary.
Action tip: Develop your competitor analysis worksheet to capture where you stand in relation
to other candidates in the race.On a spreadsheet list strengths and weaknesses for all candidates
including yourself. On the same spreadsheet itemize each candidates position on the key topics
in the election. In this way you will clarify where you are strong, where you are vulnerable and
be clear about your messaging in relation to your competitors.
Digital tools
There are a variety of political campaign tools your campaign will benefit from. They are usually
based around giving your team a better shape and organization, or they are designed to improve
your ability to communicate. We have put together a fairly detailed list of the top tools that we
hear campaigns using here and can be used in the place of political party management software
Action tip: Set your monthly budget for digital tools and check what you can afford based on our
list or from your own digital wish-list.
Field organizing
For most campaigns, field campaigning is a must. Whether this is done door-to-door or through
‘hot-spot canvassing’ in the community, it is proven to be an effective form of voter persuasion
and GOTV strategy. Field organizing strategy needs to be built by someone who has some
experience with voter targeting, canvassing techniques, and the tools that facilitate this. At a
minimum, you will want to get a return on the investment of time and money into fieldwork
translated into votes.
Action tip: If all of this is new to you check out our extensive resources on fieldwork here. If this
feels like something you need to hand over to someone more experienced then you should
definitely bring someone into your team who has done this before.
Voter targeting
Quick question, do you know how many voters there are in your district? Do you know how
many are likely to vote, or who are likely to vote for your competitor? Having answers to these
questions will really help you to begin your voter targeting work from the voter databases you
have assembled. No campaign expects to communicate with everyone in their district. Ideally,
you will just speak to those people who are likely to vote and who are either your supporters or
could be convinced to vote for you. If that group of people isn’t big enough to get you elected
then you should consider pulling out of the race!
Action tip: Check your voter file for any indications of propensity to vote and previous voting
history or support level for your candidacy. If you don’t have this, you are likely to waste a lot of
time in your campaign learning about your electorate rather than persuading them.
Capturing voter issues
Everyone running for office has a ‘sense’ of what the electorate think, and they usually try to
respond to that understanding of voter issues with campaign messaging in order to represent
those views. All of this is great, but in a digital era, it is possible to be a bit more rigorous about
this and to capture voter issues in a way that accurately reflects those concerns and helps the
campaign team. There are a number of ways this can be done, like online surveys, face-to-face
canvassing, market research and social media interaction. The critical thing is to have a codified
way of capturing raw data into tags or hashtags for example. Having a way of tagging
conversations with #education or #guncontrol will give your team a way to understand the
entirety of voter outreach in a simplified way.
Action tip: Set up your campaign tools to capture #issues, for example Ecanvasser or
NationBuilder have this functionality inbuilt. At the very least you should have a spreadsheet
with pre-populated tags where your campaign team can record voter issues.
Funding models
Ok, so assuming you don’t want to remortgage your house to gamble on an election run you will
need some strategy for getting money in to pay for you campaign. The smartest bit of research
you can do is to copy what similar campaigns do in your district. This will help you to avoid
breaking any funding rules while using tried and tested methods of generating revenue.
Fundraising events, party stipends, and donations buttons on your website are all common ways
to raise money.
Action tip: Set up your core campaign budget based on your lowest projections for
donations/funding. Anything you raise above this figure you can channel into scalable campaign
spend like digital ads, billboards, paid canvassers, etc.
Who to hire?
A big question for any candidate or campaign is “Who to hire?”. This will be dictated by your
budget but should also be based on getting the right person for the type of campaign you are
running. You might be running a local campaign that needs someone with local knowledge and
good contacts. Or you might be running a larger campaign that requires a higher level skill-set
based around media appearances and voter polling? Key positions include campaign manager,
campaign consultant, digital director, field director and finance director. All, in their own way
are valuable, but only you will know what you can afford and which might give you the best
return.
Action tip: Use our hiring matrix to figure out how to rank your necessary hires. Then match
your budget with how many of those seats you can fill. Remember you may be able to fill some of
those roles from your own (voluntary) team.
Online Properties
Your online properties - website and social media pages - will need to work hard for you to
maximize your campaign. Setting them up can be time consuming and expensive so be very clear
from the beginning what you need. Some basic functionality includes a bio section, campaign
messaging, a donation button, volunteer signup, and links to your social media properties. There
are numerous website providers specifically for political campaigns, a list of which you can get
in the resource below. There are also companies like NationBuilder and Crowdskout that provide
website builders as part of their packages. Your social media profiles, Facebook Page, Twitter
accounts, Instagram, etc should fill in your campaign updates, responses to what is happening on
the campaign trail, as well as providing brand awareness. It will be important to resource your
digital campaign with people that have experience influencing voters online.
Action tip: Check out our social media resources for campaigns here which includes our list of
website providers for political campaigns.
Voter outreach
Voter outreach is comprised of canvassing, phone-banking, townhalls and public appearances,
and email or digital communications. So pretty broad then! The idea when composing a voter
outreach strategy is to balance the amount of outreach you can do with the resources that you
have. You may have to be pragmatic about how many voter contacts can be achieved but you
should have a plan for how you will attack each of these areas. In some cases one type of
outreach may be more effective than others (tip: canvassing is the most effective method of
getting votes), and in other cases voter outreach might be dictated by the resources at your
disposal.
Action tip: Request a plan of action from each of your outreach managers, ie, your campaign
manager, field director and digital director. Each plan should be based on the number of weeks
to election day.
Public appearances
Public appearances are a staple of political campaigning. Whether it is media interviews,
political debates, or just community meetings, you will be required to communicate to groups of
people regularly. There are some simple tips that you should get clear in your strategy from day
one. Firstly, how much exposure can you get through public appearances. And secondly, do you
know what to do when you get them!
The way to prepare for media appearances are contained here but can be summarized as speak in
common language, have about 3 points that you want to deliver, and to treat your
interviewer/audience as your peer. In this way you should be able to communicate effectively
with anyone.
Action tip: Get media training at the beginning of your campaign. Failing that, if you are an
Ecanvasser customer talk to us to get feedback on your technique.
Personal branding
Like it or not the campaign is personal. As a candidate you embody the values of the campaign
and you need to represent that in your public persona. Don’t be afraid to take strong positions
and don’t be too politic. Voters want to see personality and for that personality to be consistent
across social media, public appearances and in campaign messaging. It is important to discuss
the personal branding of the candidate at the beginning of the campaign so it is strategic and
proactive, rather than just responding to what happens on the campaign trail.
Action tip: Research your audience, set out your personal brand in terms of backstory and
current positions. Have a kick-off meeting with your campaign team where you explain to them
the personal brand that you are all working with.
If your campaign feels that somebody is spreading fake news about you then it is advisable to
challenge that publicly and get out ahead of the story. If you have developed your social media
presence you may find you are able to lead the conversation rather than reacting to what is
happening.
Action tip: Assemble a list of possible areas of misinformation that the campaign might come up
against and develop clear responses to these or have clear campaign messages for those areas.
Make sure you have good social media channels that have connections to media outlets and
social influencers.
Campaign messaging
Campaign messaging needs to be developed on each issue area with background information, the
candidate’s track record in this area and their plan for that area in the coming years.
Once all of these have been filled out the overall campaign message that incorporates the
personal brand of the candidate can be developed. Remember to be distinctive, your messaging
can be the same as your opponents but it does need to be delivered differently.
We understand campaigning
Ecanvasser was built by people who have been where you are, and understand all the moving
parts of successful canvassing.
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