1. law, govt and politics
2. politics
3. elections

Writing A Campaign Plan
Spring 2015
EJ Juárez
Political Director
@ELISEOJJUAREZ
E J @ P R O G R E S S I V E M A J O R I T Y WA . O R G
OBJECTIVES
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Know Basic Elements of A Campaign Plan
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Understand When to Deploy Elements of Your Plan
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Learn Basic Methods for Recruiting and Hiring Staff/Volunteers
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Identify Barriers and Solutions to Avoid Deviating from Plan
Basic Elements of the Plan
Objective 1
What is a Campaign Plan?
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Overall strategy and tactics
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Opposition Overview
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Core Message Strategy
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Fundraising Goals
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Budget
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Staff Roles
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Completed Early
Knowing your district is critical
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“Demographics are Destiny”
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Guides tactics and voter contact methods
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Sources important policy levers to pull
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Gender, education attainment, poverty rates, etc. Tell a story.
“The longer your political horizon, the more
exposed to demographic change your campaign
will face.”
–EJ JUAREZ, PROGRESSIVE MAJORITY
RUNNING ON AN OBAMA
TICKET IS NOT LIKE RUNNING
ON A MID TERM BALLOT
Electoral History
How have recent similar races fared?
The electorate changes!
Don’t ignore the power of incumbency.
Local Years v. Federal Years
Money raised
All about that base!
Message
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Campaign messaging is fluid
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Core campaign values inform the messages and do not change
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Your messaging is not an island!
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Messaging should appeal to your district’s demographics
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Message Boxes are easy ways to check back in on your voice!
Strategy
Why me? Why now?
Articulates tactics and overall messages
How do you win?
Typically 1/2 page or less
Think of this as a mission statement
Informed by vote goal
ALL STRATEGIES SHOULD INCLUDE
ROBUST FIELD COMMITMENT
Fundraising/Budget
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All campaigns need a plan to finance activities.
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No baller Victory Parties.
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Most of your money will be spend on staff and voter contact
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Do not spend more than 25% of your budget on infrastructure
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Buy your signs once…and only once.
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Everything is measured against same yardstick- Will it produce votes?
When to Deploy Elements of the Plan
Objective 2
When Things Happen
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Campaigns are highly timed.
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Some activities have deadlines: PDC
reporting, ballots due, statements.
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Others are timed to meet voters where they
are: persuasion, radio, mail, TV, voter contact.
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Media takes lead time!
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You will be spending money in large
chunks…not a steady bleed.
Why Things Happen
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Voters are most paying attention after Labor Day
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Five Key Dates for Voter Attention: announcement, filing day, primary
election day, after Labor Day, Ballots Drop-Election Day.
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Field work is constant throughout the campaign. It does not slow down.
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Mail should be coordinated backwards from Election Day.
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TV is expensive, Radio is for Name ID, and Online Ads are distractions.
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Cycle of types of Voter Contact messages is ID, persuasion, GOTV
Methods for Recruiting and Hiring
Objective 3
“Campaign Managers need that schlep factor. You
want the workhorse…not the showhorse.”
–AMY BIVIANO, FARM TEAM
Staffing Up & Building Out
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Campaign Manager
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Staff
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Treasurer
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Kitchen Cabinet
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General Consultant
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Fundraiser
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Volunteers
IT SHOULD NOT TAKE
MORE THAN A WEEK TO
STAFF YOUR CAMPAIGN
Organization Structure
Using your simulation, take a look at who you
might have on payroll.
What roles need to be filled?
Who in your world would fill those roles?
What roles are combined in this race?
What is your hiring timeline?
Setting Boundaries Early
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Hire based on skill and chemistry.
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Address work and communication style differences early.
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Get your Kitchen Cabinet and Staff together regularly.
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Create organization ground rules…and post it.
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Set clear deadlines.
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Let your Campaign Manager do their job.
Who Volunteers?
Where is your team coming from?
Volunteer Recruitment
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Be Aggressive
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Ask ALL THE TIME
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Email, Email, Email.
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Offer incentives like credit, food,
titles.
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Volunteer sign up everywhere
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Follow-up and then Follow-up
again.
Barriers to Sticking to the Plan
Objective 4
THERE WILL ALWAYS BE
SOMETHING…
Barriers
Staffing Changes
Inadequate Fundraising
Working Full Time
Candidate Family Crisis
New Consultant
Community Events
Natural Disaster
Pandemic
Solutions
Make small adjustments frequently
Treat the plan as a living document
Messaging is fluid, values are not
Limit “deciders” on overall plan to: candidate,
campaign manager, and consultant.
Consensus decision making
PLAN THE WORK AND
WORK THE PLAN
Staying the Course
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Use clear and consistent metrics in your plan.
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Refer to your calendar for progress.
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Use “Dashboard Moments.”
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Accept all advice graciously, use sparingly
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Commit to open and frequent constructive criticism in the organization.
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Run the race for your district.
Questions?