Welcome!
We will be starting the training session shortly.
If you are experiencing technical difficulties, please visit
www.CandidateProject.org/help
noi12.co/OnyC98
to read frequently asked webinar tech questions.
DEVELOPING AN
ASPIRATIONAL MESSAGE
Trainer: Alex Cole,
Hattaway Communications
Facilitated By: Hope Wood, NOI
INTRODUCTIONS
NOI On Demand
Me & You
Norms
FOLLOWING THE LAW
ELECTIONS.NEWORGANIZING.COM
FOLLOWING THE LAW
WWW.AFJ.ORG
MEET THE TRAINER
BACKGROUND IN PHILANTHROPY, POLITICS, POLICY & ADVOCACY
01
AGENDA








Introduction
Aspirational Method
Case Study
Narrative
Case Study
Integrated Campaign Case Study
Q&A
Evaluation & Next Steps
THINKING ASPIRATIONALLY
03
ASPIRATIONAL CANDIDATE MESSAGE
ASPIRATIONAL
We want everyone’s voice to be heard by government. We want everyone to live in a neighborhood they are proud to call
home. We want people to work together to strengthen their communities.
EMOTIONAL
Inspired to get involved and hopeful we can make our neighborhoods better.
SOCIAL
Our campaign represents the diversity of Boston—we’re new Bostonians, long-time Bostonians, and life-long Bostonians.
We care about our communities.
CONTRAST
He is an experienced community organizer, born and raised in Boston.
ISSUES & POLICIES
More responsive government, jobs, crime and education.
05
NARRATIVE STRUCTURE
HELPER
CANDIDATE
Vision & values
MAIN CHARACTER
Voters
OBSTACLES
OBSTACLES
Antagonists
Attitudes
Bad policies
Circumstances beyond control
GOALS
Voters’hopes
hopes
Voters’
&
values
& values
06
SAMPLE CITY COUNCIL NARRATIVE
Everyone should have a voice in their government and live in a
neighborhood they are proud to call home.
Values. This is a statement of core beliefs that
explains why the candidate is running for office.
This should also reflect the values of voters.
But too many people feel their voices are not heard and are
concerned about their communities—people are losing their jobs,
don’t feel safe in their neighborhoods, and worry about their
children’s education.
Issues & Obstacles. This describes the problems
that stand in the way of people’s hopes and
values. It should reflect top concerns on voters’
minds.
Felix Arroyo was raised in a family of teachers, who taught him that
everyone has something to give. Both of his parents were teachers,
and his wife teaches in a public school. That’s why he chose to
become a community organizer. He works as a healthcare organizer
and previously worked as a labor organizer, helping people get good
jobs with fair wages.
Bio. This describes relevant aspects of the
candidate’s life that demonstrate his values. It
references an important life choice to show his
values in action.
07
SAMPLE CITY COUNCIL NARRATIVE
Felix practices what he calls “collaborative politics”—bringing
people together to make their voices heard and their communities
better. His campaign is bringing together people from all walks of
life across the city—people who believe that, working together, we
can build a better Boston for everyone.
If elected to the City Council, he will work to create a level playing
field so that everyone has access to their government—and keep
working with people from the community to create more jobs, safer
streets, and better schools
Join our campaign—you’ll meet great people and make a real
contribution. Let’s build a better Boston.
Campaign & Supporters. This suggests how he
will govern if elected. It also describes the people
involved in the campaign.
Issues. These are the top issues that the
candidate will address in office – and how he will
work to address them. These issues are phrased
in terms of outcomes, i.e. “more jobs, safer
streets, better schools.”
Call to Action. The message concludes with a
direct invitation to get involved. It also describes
the experience people will have with the
campaign.
07
FELIX ARROYO NARRATIVE DELIVERED
I was raised in a family of teachers.
30 Second Ad Script
“Our theme is, ‘Let’s build a better
Boston,’” he said, nursing a coffee while
waiting for volunteers to show up for a
canvassing of Jamaica Plain last Saturday
morning. “We chose it because it’s
inclusive. It’s about all of us.”
“It was as basic as making sure that
constituents in the district got basic city
services to helping a single mother fight an
eviction,” he said. “The way we solved
problems was working together with the
community to find solutions.”
“I think it’s time for a new politics in
Boston,” he said. “Our campaign is based
on collaborative politics — bringing people
together so we can all have a voice in
government.”
Raised to believe every child, every
person, has something to give.
I was raised in a strong community.
Where people pitched in to help out.
I believe everyone has the right to
live in a neighborhood they’re proud
to call home.
That everyone’s voice should be
heard.
That by bringing people together, we
can create the change we want.
That’s how I was raised. It’s how
I’ve lived my life.
It’s how we’ll build a better Boston.
08
MESSAGE MANUAL
> Campaign Message
> Sound Bites
> One-minute Message
> Talking Points
> Q&A
> Contrast
> Web Content
> Sample Ad Content
09
INTEGRATED CAMPAIGN CASE STUDY
POLLIE
AWARD WINNER
> Message R & D
> TV & Online Advertising
> Online Advocacy
> Media Advocacy
> Grassroots Mobilization
14
IMPACTFUL MESSAGE TO REFRAME ISSUE
EMOTIONAL
ASPIRATIONAL
If abortion is illegal, women will be treated like criminals.
Doctors will stop performing abortions. What will happen to
women if doctors stop performing abortions? Women who
need them will be forced into dangerous back-alley abortions.
They may face prison time or other punishments.
Women should be safe and healthy— and have the
freedom to make personal, private decisions
without being treated like criminals.
SOCIAL
FUNCTIONAL
The majority of women who have abortions are already
mothers. Mothers know better than the government what is
best for themselves and their children.
In 2007 alone, 14 states, including moderate states
like Colorado and Ohio, considered legislation that
would make abortion completely illegal. Legislation
that would outlaw abortion is currently pending
before Congress.
15
WEBSITE MUST ENGAGE
HowMuchTime.org
Site Features
> Sign Pledge
> Sponsor TV ads
> Viral Video
> Become an Organizer
> Donate
16
ONLINE ADS RAISE QUICK VISIBILITY
16 VENUES
Search Engines
Political Blogs
Women’s Blogs
Social Networking Sites
YouTube Brand Channel
Gather.com Conversations
17
COVERAGE HAS MEASURABLE VALUE
The Wall Street Journal
Circulation
Print: 2,690,463
Online: 566,660
TOTAL: 3,257,123
Ad Value Equivalency
Print: $61,974
Online: $19,833
TOTAL: $81,807
19
INTEGRATION ENHANCES RESULTS
Visits to HowMuchTime.org
1200
35 million
Online ad impressions
1000
7.4 million
800
Meet the Press & CNN/YouTube debate
viewers
600
3.8 million
400
Households reached via TV
200
0
1
2
3
4
5
6
7
8
Site traffic increased from 14 to more than 1,000 visits a day
20
REVIEW
• Message development
• Narrative delivery
• Integration
QUESTIONS?
Evaluation
WHAT’S NEXT?: THIS WEEK
**I will add in the remaining webinars for the week in the final draft of this
ppt.
HOW CAN I SUPPORT NOILeadership
ON DEMAND?
Interdependent
(aka the Snowflake Model)
https://act.neworganizing.com/donate/NOD_Donate_08-2012/