Campaign Plan &
Strategy
What are Elections ……
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Reveals society mindset
Outlet for civil conflict
Confer political legitimacy
Decision making mechanism
Choose leaders / representatives
Choose policy
Illusion of public participation
Citizens co-responsible for decisions
Accountability
Electoral requirements …
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Regular
Meaningful choices
Freedom to field candidates
Universal Suffrage
Equality of votes
Secret Ballot
Neutral & Effective Admin of elections
Elections & Their Issues
Structural:
 Infrastructural
deficiencies – roads
 Lack of resources
 Urban / rural divide
Procedural:
 Not Transparent
 Unpredictable rules
 Violent Political
environment
 Not free or fair access
to media, information
& institutional support
Elections & Their Issues
Societal:
 Inequality & poverty
 Education
 Ethnicity, racism
 Gender
Political:
 Weak state capacity
 No Democratic culture
 Selfish leadership
 NO ELECTORAL
STRATEGY
 ALL PARTIES THE
SAME
 No Constitutional control
 Weak civil society
OK,
So what are they really?
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Marketing Exercises
Tell you one of two things:
If you vote for me …
You’ll find true love, fulfillment, prosperity
If you don’t … you’ll …!
The Scoop on Elections
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Elections are really about:
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Drawing your attention to something
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Telling you whose to blame for it
How do we do it?
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Polling
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What issues are important to people
Have you ever been asked what matters to you? You
are voters, right? You are registered, right? You do
vote, right?
Message / Slogan
Rallies & Meetings
Media
GOTV
Resources of a Campaign
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Time:
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Money:
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Limited
People:
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Most essential commodity
Finite, cannot be created or regained once lost
Less limited, Coordination
Ideas:
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Unlimited, if encouraged
Key Elements of a
Campaign
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Viable Party, Issue & Purpose
Effective Organization
Adequate Finance
Convincing Contrast
Meaningful Base of Support
Components of a
Campaign Plan
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Vision of the Campaign
Political & Demographic Profile
Assumptions
Strategy
Theme & Message
Tactics
Time Line
Measurable Results
Budget
Finance Plan
Cash Flow
Master Schedule
Planning for Victory
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A Written Campaign Plan is a Must!
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Often neglected
Think they can keep it all in their heads
DON’T Doubt the need for a plan!
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WHY?
 Any business, organization, and sport/game has a plan of attack
 Helps you avoid wasting time, money and people
 Keeps agreement within the campaign organization
 Accountability for all within the campaign, measures progress
 Campaign blueprint:- outlines priorities & identifies new
opportunities
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A PLAN IS NOT A PLAN UNTIL IT IS WRITTEN DOWN!
Who should Write a Plan?
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Writing a plan alone means implementing it
alone!
Team Sport
Campaign Manager, Finance Director,
Consultant, Field & Communication Staff, Senior
Executive Members
Depending on the campaign, plan may be short
& simple or detailed & sophisticated
Components I:
Vision:
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Setting ambitious BUT realistic goals that consider
available resources (i.e. time, money, people, ideas)
These goals will help measure your success regularly
Political & Demographic Profile:
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District summaries; voting preferences of area
Includes election history, registration, part affiliation,
status of elected officials
District Profile I:
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Answer the following questions:
 Population – Urban / rural / suburban / retirement
communities?
 Economic state of the area:
 One industry or business?
 Dual-income families?
 Income Levels?
 Private Schools?
 Current unemployment rate?
 Religious or Ethnic make-up
 Party Registration
 Who is undecided? How big is this group?
District Profile II:
How to use this information?
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Find the swing voters & target them with most of your
resources
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Your Base will be with you no matter what
Targeting –
using the Numbers:
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Premise – people who think & vote alike live near
each other
You want to spend more time in high-support, low
turnout areas & swing areas
SINNERS, SAINTS, SAVEABLES
SINNERS – will never vote for you, even if you give them
$1 million
SAINTS – will vote for you regardless
SAVEABLES – Swing & undecided
These trends help formulate the campaign theme and
message
Targeting –
using the Numbers II:
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Electoral Commission
Preferably take the same race & go back 4 or 5
cycles
Look for the best results (from your Party)
Look for the worst results (from you Party)
What you want is:
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How many people will vote in the election?
What is the partisan support?
Volatility of voters in district.
Targeting
a.k.a. Electoral Math:
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Total Votes = calculate all votes cast
Turnout = Total Votes Cast / Total Register
Voters on Election Day (EC calculates for you)
Votes needed to win e.g. Total projected
Voters x .50 + 1 (depends on number)
Swing Factor = Strong Party outcome (percent)
– Weak Party outcome (percent)
Base Vote = the worst your party will do in an
area
Components II:
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Agree on a set of Assumptions
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Aids decision-making process during campaign
If assumptions are wrong, see it as a signal that
perhaps a strategic / tactical shift needed
Look at the Following:
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What is the national / provincial climate?
How strong is your opponent / other candidates?
What are your strengths and weaknesses? Give 5
reasons for each.
Components III:
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Strategy:
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Answer these questions –
 WHO IS GOING TO VOTE FOR ME & WHY?
 HOW WILL I REACH THEM?
 Most of this information is in the District Profile
What is Strategy?
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Definition:
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What we need to do to win?
Objective:
Keep it S.M.A.R.T.
S.M.A…..
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Specific:
Be precise about what
you are going to achieve
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Measurable: Quantify your objectives
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Achievable:
Are you attempting too
much?
...R.T.
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Resourced:
Do you have enough
Resources? (people, money,
machines, materials, minutes)
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Timed:
The date for completion
Components IV:
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Tactics:
 Media Plan – paid, earned, press operation, web
technology
 Research Plan – Opposition, Issue, Survey & Focus
groups
 Organization / Field Operations Plan – Targeting,
Scheduling, Coalition building, Voter contact,
Surrogates, Field Offices, County Coordinators, GOTV
Timeline:
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Track Mailings, fundraisers, rallies etc
Coordinate staff-intensive or expensive projects like fundraising &
field events
Components V
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Theme & Message:
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What your campaign stands for, plans for the future
Persuade voters you have THE BEST PLANS FOR
THE FUTURE
Clear, Short, Simple, Memorable
Components VI:
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Measurable Results:
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Budget / Fundraising Plan:
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Check on where you are frequently to avoid Election Day
surprises
Example: Increase in support through polling
Check on fundraising goals & mailings etc
Paid Media
Staff / Consultants / Taxes / Office expenditure
Travel
Voter Contact / Mail / Web outreach programs
GOTV
Fundraising Goals
Cash Flow
Master Schedule