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How to Win
an Election
in Nevada
SPECIAL EDITION!
2014
1
Victory
Is No Accident
Welcome to our Special 2014 Edition of How to Win and Election in Nevada. This edition,
than ever before. Combining the data from
will give your campaign an instant advantage: An advantage which
like no other before it, exemplifies not only PDQ’s dedication, but also my personal
commitment to the development of a cutting edge campaign services division. With
this new campaign technology and data service offering, political clients of PDQ Printing
will have an undeniable advantage over their competitors.
with the solutions provided in
cannot be ignored!
Using
™
our technology team will create a fully integrated,
clean, modern and effective web presence for your campaign. Starting with the
PDQ Printing is the preeminent political printer in the state of Nevada—with more
website, we can ensure your online presence yields far more than just clicks and views.
campaign experience than any other. Our specific knowledge, resources, constant re-
™
helps you turn online success into offline results, bringing
investment, and state of the art equipment make us your one-stop political print, mail,
you more volunteers, more supporters, more donations, and most importantly…more
data and technology partner. Others talk…PDQ Delivers! Simply put, we are dedicated to
voters. While other campaigns will be stuck in the past, our clients with be armed will all
keeping you on the leading edge.
the modern tools that are changing the future of campaigning.
. This new secret
While the intent of this book is to demonstrate what PDQ can do for you, it also serves
weapon pairs the nation leading print services PDQ is known for with a new technology
to educate the candidate and campaign team about current successful campaign
and data software suite complete with expert political web design and integration.
methods. It was written and provided to you as an example of our dedication to our
Today, I am proud to present to you
™
for voter
craft—supporting you far better than any other printer can or will. From the White House,
making voter contact easier than ever before, Web Design
to the Nevada Legislature, to county and city government offices, PDQ Printing is proud
creating expertly designed and fully integrated websites for your campaign, and PDQ
to be recognized nationally as one of the country’s finest, most reliable, and innovative
Printing for all of your printing and mail needs.
Political Printers. Use PDQ once and you will never again look for another printer!
™
data,
is made up of four integral parts:
has been rebuilt, greatly expanding its data and functionality. It is now the
most comprehensive and complete voter database in the state of Nevada. It will allow
us to pull voter data from across the state of Nevada that is accurate and ready to
be imported into our new Voter Relationship Management platform (
).
will also soon be able to provide analytics like voter turnout and statistics.
Thank you for your time and get ready to enjoy the greatest, easiest to use, and MOST
FUNCTIONAL CAMPAIGN WEAPON ever assembled!
Call us today and see for yourself the power and possibilities!
Proudly Serving You,
is a fully functional Voter Relationship Management platform. It allows
the user to create a custom database of voters to use for canvassing, phonebanking,
fundraising and much more. It makes turf cutting and tracking contact with voters easier
2
Charles Lawson
President/CEO
3
How to Win
an Election
in Nevada
2014 Edition
New and Updated
Table of Contents
5
Winning Strategies for Political Campaigns
6
PDQ’s 12 Steps to a Successful Campaign
10
Managing Your Campaign
11
Announcing Your Candidacy and Spreading the Word
12
Printed Media
14
New Media
16
Mass Media
18
Other Ways of Spreading the Word
19Fundraising
22
Phonebanking and Canvassing
25
Judicial Races and Their Financial Committees
26
About PDQ
27
PDQ Voter Information System (
28
PDQ Voter Relationship Management (
30
Spend Your Time and Money Where it Will Do the Most Good
32
Important Candidate Dates for the 2014 Election Cycle
34
Important Contact Information
4
)
)
©2014 PDQ Printing of Las Vegas, Inc., All Rights Reserved
Winning Strategies for
Political Campaigns
Our government is based on the principle that the people must
be given a direct say in who will be legislating on their behalf. This
principle is based on the assumption that, if allowed to choose,
the people will elect the best candidate. Of course, one can
always find examples of elections where one might question the
strength of that assumption.
It is not so much who is the best candidate, but who is the
candidate who best communicated his or her political
message. Although a successful candidate must have a
message that resonates in a positive manner with voters, Identify those
it is even more important that a candidate know how to voters who are
target and approach potential voters. The substance of most likely
the message matters less than the time and the manner
to vote in the
in which a candidate communicates with those who will
election and
decide the candidate’s fate.
But who are the voters that will actually make the
ultimate decision in a political race? As you ask yourself
this question, remember that only about fifty percent of
those eligible are even registered to vote. Couple that
with the fact that
only between 5060% of those who
are registered will
actually show up
to vote in a general
election.
For
a
primary
election,
only 10-20% will
likely show up! In
order to discover
those likely voters,
you must research
the previous voting
habits
of
the
constituents in your
district. Doing so
will allow you to
not only assess the
likelihood of whether
an individual will
vote in upcoming
elections but also
the likelihood of how
that person will vote.
follow a very
well-planned
campaign
strategy that is
aimed at those
voters
5
The most
successful
campaigns,
recently, have
been volunteer
and grassroots
driven
PDQ’s 12 Steps to a
Successful Campaign
1
2
Raise money effectively. Fundraising is the backbone of any
campaign. Without money you cannot pay field staff, pay for advertising, or do
anything that is necessary in a modern political campaign. Barack Obama’s 2008
campaign raised two-thirds of their around 500 billion dollars through donate
buttons in emails. The modern political machine is finding cheaper and easier ways
to raise money.
Find YOUR supporters and BUILD A LIST!
In recent
political campaigns the momentum has been behind grassroots voter contact.
Both the Romney and Obama campaigns in 2012, engaged this method. As a
candidate or campaign manager, you should be focused on one thing early in
the campaign: “How can I get more data?” At every event you have, every time
someone visits your website, and at any other moment where your campaign is in
contact with potential voters you should collect their information. This will assist you
in staying in contact with them and getting them out to vote later in the campaign.
3
Do NOT ignore social media! While social media will NOT be the
end all be all of your campaign. It is an integral tool for ensuring you meet the voters
where they are. Make sure that you have a seasoned social media person on staff
who knows the differences between the Facebook fan or the Twitter follower. This
knowledge will make a difference in whether or not your social media strategy is
successful or not. Make sure you also ensure you are properly portraying who you
are online. For example, do not create a Twitter feed and insinuate that it is the
actual candidate tweeting. This is easy to see through. If you have a candidate that
cannot handle his own account, it may be best to just create one and state it is the
campaign’s account and not the actual candidate. At PDQ we can assist you with
your social media presence and ensure it is successful.
4
Have an outstanding website. Your website matters! It can
be the difference between a successful campaign or a failing one. Cleanness is
an integral attribute of a successful site. If a potential voter can easily read and
navigate your site, they are more than likely to spend time reading the content and
trying to understand your views. The site must also ask for two things front and
center: donations (of time volunteering and money) and collect data (see number 2).
Your online presence should not be just for clicks and views, convert online success
to offline results.
6
While your website and social media campaigns are very important they do not
replace the need for offline results. Use your online presence to push people to
volunteer, go to events, donate, etc. If your online plan does not eventually lead to
offline motivation, then the only thing you may have on Election Day is a bunch of
clicks and views.
5
Do not centralize your campaign. One of the bigger mistakes
made by campaigns today is trying to have complete control over their campaign.
The most successful campaigns, recently, have been volunteer and grassroots
driven. Scott Brown’s first Massachusetts Senate campaign to replace Senator
Ted Kennedy was successful because the campaign management staff created
the Brown Brigade. This allowed them let the voters expand the campaign beyond
the walls of the campaign office. They used texting to get supporters to call into
radio talk shows, and bring support to local campaign events. That was in 2010.
In his 2012 reelection campaign he lost his seat because his competitor used a
grassroots driven campaign that was more effective than Brown’s. The less you
centralize the better.
6
Plan your message and STICK WITH IT!
7
Be upfront and honest about your shortcomings.
A dagger to the
heart of the modern political campaign is inconsistency. Not only does it provide
fodder for your opponent to call you a flip flopper, it also makes the voters uncertain
of who you are. The most successful candidates in recent years have made a plan
and stuck with it. Regardless of the onslaught of garbage thrown at them they have
stayed on track. The McCain and Romney presidential campaigns were victims
of this type inconsistency. Both of their campaigns lived by the day. They wanted
to win the day, whereas, the Obama campaign in both years were focused on a
bigger picture, they wanted to win the election. And they did, twice.
Scandals and lies will sink a candidate like the Titanic. You only need to look in the
newspaper or television news to find a candidate with these types of issues. The
best method in dealing with these shortcomings is to meet them head on. Typically
voters like it when a candidate is candid and honest with them. In most cases,
they will forgive the candidate for their shortcomings and move on. However, if
the candidate chooses to hide these shortcomings and lie about them, it usually
comes out. When a candidate is untruthful, his or her campaign usually ends badly.
8
Be prepared for anything!
In modern politics, you MUST be
prepared for ANYTHING to happen. From a tragedy befalling your opponent to
something you did in elementary school being plastered all over the news. With
the 24-hour news cycle we have today anything can and will happen, and it will
definitely find its way to the voters. You need to be prepared, tell your staff everything
you can remember about yourself and have them do opposition style research on
you. Also do opposition research on your opponent. Know him or her like you know
7
yourself. Finally, do research on the region in which you are running to serve. Know
the concerns of that area so you can address them at any moment.
9
Clark County Close Races
Listen. One downfall of many candidates, is not listening to those they may soon
serve. As a candidate for office you must remember that the goal of our democratic
system is to elect people to serve not control. Set up as many opportunities as you
can for potential voters to be in contact with your campaign. You do not always
have to agree with the voter, but you should tell them you see their point of view.
Polling is an excellent way to see the pulse of your voters. If you have a good polling
staff, you should be able to learn what matters to those you wish to serve and help
you run a successful campaign.
1996 General Election
Do not recreate the wheel, be yourself. Candidates have
a tendency to want to be portrayed in a better light than they really are. The key
thing to remember is that people still remember who you were before you ran for
office, and those will be the first people who will go to the media and tell them you
are being fake.
2004 Primary Election
10
11 Get ONLY YOUR voters out to vote.
Many people may think
that the goal is to get as many people out to vote. This is NOT the case. Your goal
should be to ONLY ensure your voters vote. Your money and resources should be
focused on getting those who support you to the polls. It is the other candidate or
candidates responsibility to get his or her voters to the polls. Don’t waste your money
helping the other candidate win.
12
Don’t overlook the importance of voter data. Political
races can be very close and down to the wire. They require your staff to work hard
until the very moment the polls close on Election Day. A victory can be the result
of proper organization, planning and efficiency. Today’s political campaigns MUST
know how to gather and utilize political data about likely voters. Unfortunately most
candidates, particularly those without experience in the political arena, do not have
the slightest idea how to make use of up-to-date voter information. In today’s
politics, this ignorance can be very costly.
and
can
assist you in using this information properly and in an efficient manner. The goal is
to get every vote that you can, because you never know how close it will be.
• Senate District 8: Mark James beat Sandi Krenzer by 24 votes
1997 Primary Election
• Mayor North Las Vegas: Mike Montandon beat Theron Goynes by 48 votes
2002 Primary Election
• Assembly District 37: Francis Allen beat Earlene Forsythe by 9 votes
• Assembly District 41: Phil Dane beat Anders Sorensen by 17 votes
• Assembly District 11: Bob McCleary beat Doug Bache by 28 votes
2006 General Election
• Justice of the Peace Bunkerville Township: Darryll B. Dodenbier defeated David A. Leavitt by 15
votes
• Justice of the Peace Moapa Valley Township: Lanny D. Waite defeated Kenny Rodgers by 23 votes
2008 General Election
• State Senate District 6: Shirley Breeden defeated Joe Heck by 465 votes out of 92,075 votes cast
• County Commission District A: Steve Sisolak defeated Bryan Scroggins by 1585 votes out of
125,161 votes cast
• Clark County School Board Chris Garvey defeated Ron Taylor by 856 votes with 89,098 votes cast
2009 General Election
• Mayor of Henderson: Andy Hafen defeated Steve Kirk by 45 votes with 19,355 votes cast
• Las Vegas City Council Ward 4: Stavros Anthony defeated Glenn Trowbridge by 10 votes with 6608
votes cast
Nevada State Close Race
1998 General Election
• U.S. Senate: Harry Reid beat John Ensign by 428 votes
National Close Races
1984 General Election
• U.S. House in Indiana: incumbent Frank McCloskey defeated challenger Rick McIntyre by only 4
votes
2000 General Election
• Presidential Race in Florida: George Bush beat Al Gore by 537 votes
2009 Senatorial Election Minnesota
• U.S. Senate in Minnesota: Al Franken beat incumbent Norm Coleman by 312 votes
8
9
Managing Your Campaign
Just as a baseball player cannot be both the pitcher and the catcher, a candidate for
political office cannot hope to be both candidate and manager. Once you make the
decision to run for office, you must search for and select your campaign manager. The
following section will explain the role of the campaign manager and provide some advice
on how to select the right person to run your campaign.
Role of a Campaign Manager
Prior to hiring your campaign manager you should probably understand the role of a
campaign manager. Quite simply, the campaign manager is the CEO of the campaign.
The campaign manager will oversee the field operation, the get out the vote program,
finances, and pretty much everything else. He or she will typically hire campaign staff
and handle any issues that may arise. The goal will be to ensure you, as the candidate,
does not have to deal with the day to day operations of the campaign. A good campaign
manager will allow you to focus on your most important objectives—Meet People, Raise
Money, and be the Face of the Campaign.
To be successful in this endeavor, the campaign manager must be given full authority to
make decisions. There must always be a clear line of absolute authority. Otherwise, the
result is likely to be nothing more than organized chaos. It is useless to hire a campaign
manager because you like his or her strategy if you are not going to give that person the
authority to implement the strategy.
Hiring a Campaign Manager
When hiring a campaign manager you may select either a nonprofessional or professional
campaign consultant to run your campaign. If you decide to use a professional consultant,
you should always interview the consultant you intend to hire and look at their campaign
record. You will work very closely with this individual for an extended period of time so you
want to make sure that he or she is someone you feel comfortable with.
If you decide not to use a professional to manage your campaign, consider asking a
family member or close friend to serve as your manager. Before hiring a nonprofessional
campaign manager, you should impress upon him or her the required level of planning,
organizing, communicating, strategizing and fundraising skills needed to be successful
campaign manager. You do not want to hire someone who is unaware of the work it will
take to ensure you attain victory.
A good campaign manager
will allow you to focus
on your most important
objectives—Meet People,
Raise Money, and be the
Face of the Campaign
10
The most important issue in hiring a good campaign manager is the need to get to know
and trust this individual. He or she will know your deepest secrets and be part of some
very tense moments throughout your campaign. If you do not trust the person you are
considering to be your campaign manager with your life, you should probably not trust
them with your campaign. Once you run for office your campaign becomes your life.
Announcing Your Candidacy
and Spreading the Word
When running a campaign there is a plethora
of important moments. Two of the more
important parts are the beginning and the
end. An effective campaign announcement
and beginning push for support can be just
as important as an effective GOTV strategy.
From the start, you need to engage the voters
in effective ways. In this section, we will expose
you to strategies that will make for an excellent
and engaging campaign announcement.
Following your campaign announcement, you will
need to continue to spread the word about your
campaign. This section also includes techniques
for spreading the word throughout your campaign.
The Announcement
nery
tatio
ate S
LEASE
id
Cand
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for im
Date:
t:
Contac e:
on
Teleph
Cell:
E-Mail:
FOR
RUNS
H
IT
T SM
JANE
RICT 7
E DIST
T
A
N
SE
f Press
Body o
e
Releas
###
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(The ##
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indicate
end of
se.)
ss relea
the pre
You can announce your campaign in a couple different
ways. If you are running for a major political office, you should call a press conference
to announce your candidacy. For other elected offices, have your campaign manager
submit a written press release to all media within your political district. Be sure to include
all daily, weekly and specialty publications.
Your press release should follow a format similar to the sample here.
Your announcement should also be used as a way of beginning an online presence. Your
campaign website and selected social media pages should be up and running. A live
stream of your announcement press conference along with a recorded version would be
a good addition. If you are announcing via a press release, a personal video message
announcing your campaign should be placed on your website and social media sites.
Ensure that you mention both your website’s URL and encourage supporters to “Like”
and “Follow” you on your social media pages. This will ensure that you get the start you
want on these types of media.
Many local media members accept e-mailed and/or faxed press releases. Be sure to
follow-up with a telephone call. A follow-up ensures that the correct media member
received your announcement and offers the person the opportunity to ask questions. You
may include a recent photograph of yourself in your electronic press release if you wish.
11
Spreading the Word
Your actual campaign announcement is just the beginning. A successful candidate must
begin early on to identify and coordinate various means of communicating his or her
campaign’s message in order to reach as many potential voters as possible. As part of
the planning process, here are some ideas and suggestions to get you started:
messages at desired demographics within your district. Furthermore, unlike most other
kinds of media, you can be assured with direct mail that the message you are sending
is not wasted on an unintended recipient.
Road Signs
Develop a campaign logo and a theme that will be consistent throughout the
campaign. Print a sufficient number of letterhead, envelopes, business cards and
thank you notes with that logo and theme.
The best way to announce to the community your candidacy for public office is to saturate
your district with 3’x6’ or 4’x8’ road signs. Attention getting road signs should have your
logo, style, and color scheme of your campaign. The signs should include your name and
the office that you are seeking.
As mentioned above, ensure your campaign website and selected social
media pages are active on the day of your announcement. These will be essential
to not only gain name recognition, but also to capture information.
Full color signs attract the most attention. Good campaign design in signs, letterhead,
envelopes, thank you cards, mailers etc. is a very important
It is important
consideration at the very beginning of your campaign.
1
2
3
Print enough 18”x24” yard signs and 3’x6’ or 4’x8’ political campaign road signs
to blanket your voting area. In order to vote for you the voters need to know your
name. Do not underestimate the power of name recognition!
4
Call your closest friends, supporters and family members the day before
formally announcing your candidacy. This personal touch allows people close to
you feel like “insiders.”
5
You should begin erecting your campaign road signs on the day of your
announcement (be mindful of any local ordinances governing campaign signs).
This will reinforce the message of the campaign announcements for greater impact.
This will also show any unannounced opponents that you are organized, funded
and intend to win.
6
While use of mass media (radio, television, and others) has declined in effectiveness
in the last few election cycles, it is still important to use them. Ensure you have a
strategy in place to use mass media to spread the word of your campaign.
In the following sub-sections, we will outline the different types of media, and successful
methods in using them to win elections.
Printed Media
Yard Signs
It is important for your campaign to show it has support from
voters in your district. One of the best ways to do this is to
have supporters in your district display your campaign’s yard
signs in their yard.
Showing support and strength in
neighborhoods can help persuade an
undecided voter to vote in your favor.
Yard signs indicate that you already have
support in the community! Furthermore,
and on a more practical level, having
your name spread throughout the
neighborhood will certainly increase your
name recognition on the ballot. 18”x24”
yard signs can be powerful tools to reach
the voter who does not have much of an
interest in the political process, yet still
shows up at the polls to vote.
for your
campaign to
show it has
support from
voters in your
district
A-Frames
Another popular road sign is the large “A-Frame” commonly placed at heavily traveled
intersections or on open lots. These A-Frames typically measure 8’x16’ and are twosided. Commonly, a campaign uses road signs for the most cost effective coverage and
then supplements the coverage with a number of A-Frames placed in strategic locations.
Direct Mail
Other Visual Items
It is no wonder direct mail is the preferred choice of the savviest candidates. Each voting
household has only one mailbox, while they have multiple forms of media to listen to
or watch. With direct mail, you are able to choose exactly whom you reach with each
message. Direct mail also allows you to precisely target the expenditure of your valuable
campaign dollars.
As you contemplate signage, don’t forget the various smaller-scale signs that can help
advertise your candidacy even further. Bumper stickers, vinyl window stickers and
magnetic car door signs are all items that can create even greater visual awareness
for your political campaign. Having friends, supporters and volunteers driving around
town displaying your logo and message tends to show support for you in many different
places at unexpected times. Many candidates have learned that a vinyl sticker on the
rear window of a car becomes an eye level miniature billboard, at a very low cost to your
campaign. Many current campaigns are not just giving away the bumper stickers, they
For example, we can send out a mail piece that specifically targets a chosen segment
of your district, such as senior citizens, likely voters, primary voters, or voters within a
targeted age group. This ability to specify is crucial in that it allows you to target your
12
13
are using them to fundraise. If you asked each person requesting a bumper sticker for a
small donation, you may end up with a new source of campaign funds.
many ways. This will ensure that you can turn
that one-time visitor into a frequent one.
T-Shirts
A campaign’s official website should include the
same logo, style, and feeling as the remainder
of your campaign. It is a major positive to post
pictures that show you out in the community
participating in different activities and talking
with people within the district. Another staple is
to include a smiling photograph of your family
and the family pet. But, most importantly the first thing that
should present itself to a person coming to the site is an
opportunity to sign up for the mailing list, to get involved,
or donate to the campaign in some way. This will help in
capturing that one-time website view and transition them
to a frequent supporter.
Many candidates like to put their campaign message on t-shirts, given the versatility of
clothing-based advertising. When t-shirts are worn by supporters, the supporters
become human billboards showing both solidarity and a sense of
community with and for your candidacy. Such a statement
is essential whenever you and your supporters go
canvassing. In that situation, a t-shirt with your
logo is a must. In addition, campaign
t-shirts can also be worn
wherever large crowds
are likely to
gather
such as parades, art festivals, rodeos, races, picnics, etc. Having supporters wear your
t-shirt while doing just day-to-day activities can be very effective at advertising your
candidacy in areas where we generally do not see political campaign advertising such as
the grocery store, the mall, the park, etc.
Specialty Items
For even more impact, you may consider investing in some useful household items that
you can distribute to supporters. When knocking on neighborhood doors, candidates like
to distribute such gifts, which have the candidates name and/or logo on them. Some of the
most popular items in this category are: Refrigerator Magnets, Koozies, Ballpoint Pens,
Rubber Jar Openers, Emergency Phone Number Cards, Scratch Pads and Calendars.
Use of these items should only be viewed as supplemental and not replace the use of
printed literature expressing the views and qualifications of the candidate. In cases of
limited campaign funds, the use of specialty items should be a low priority.
New Media
As part of the website’s content, it is also wise to explain
why you have chosen to run for office. Explain to the
prospective voter in an understandable, yet confident
manner, why he or she should hire you for the job. Other
things that should also appear on your website are
information on how to get in contact with your campaign
and how to get involved. A calendar of events that will
include the candidate will also help in driving people to
your events.
The first thing
that should
present itself to
a person coming
to your website
is an opportunity
to sign up for
the mailing list,
to get involved,
or donate to the
campaign
Finally, make sure you include your website on almost every printed piece of campaign
material that your campaign produces. Your goal should be to drive traffic to your website
as much as possible. This will allow you to reach many people, because your website is
open 24 hours a day, 7 days per week. The most important thing to understand about
your website is this: Your online strategy should NEVER be to just get clicks or views
of your site. You should have a plan in place to take your online success and make
it into offline results. You want to take the one-time site visitor and turn them into a
canvasser knocking doors for your campaign. The most successful campaigns recently
have excelled at this particular method.
Social Media
Much credit has been given to the 2008 Obama for America presidential campaign for
introducing the wide spread use of social media as a highly effective campaign tool.
Websites
While its uses continue to evolve rapidly, one thing is clear: When deployed properly,
the use of social media forums can be undeniably effective for campaign messaging,
volunteer gathering and fundraising.
It is imperative that you have a well put together and easy to access website for your
campaign. As the internet has become the information super highway, it has created an
expanded need for a great campaign website. Your average voter may only visit your
website once. It is important that the site is engaging and encourages participation in
It is important to understand that a very effective use of a social media campaign is
to gather volunteers and deploy those volunteers on the phones and throughout the
community as an army of supporters whose mission it is to spread the campaign
messages and raise more supporters.
14
15
Consistently updating social media sites with information about the candidate’s beliefs,
positions and goals can be extremely helpful to find like-minded supporters who may
want to get involved in the campaign. Continuous social media updating also serves as
a way to reach out to non-supporters and uncommitted voters to get them engaged in
discussion. This engagement can then significantly increase a campaign’s ability to win
over non-committed voters as well as convert people whom previously were opposed to
the candidate. It has been found that many people who follow campaign posts, tweets
and other forms of digital social communications can develop a sense of awareness and
familiarity with a campaign.
While social media will never replace traditional campaigning, it is a truly important part
of today’s political campaign landscape. It is important to note that social media should
never be fully relied upon for the tasks above. However, it can be an effective tool along
with your website, events, and other voter engagement activities.
Mass Media
Radio Advertising
In Las Vegas, there are more than 30 different radio stations. Advertising on one or several
stations can be a powerful way to target your potential voters. However, at the outset,
it is important to know that radio advertising may not be ideal. First, since the advent of
CDs and commercial-free XM radios, fewer people listen to their car radios than before.
In addition, many people, as soon as they hear a commercial being played on the air,
change the station. If you are running for less than a county-wide seat, advertising on
the radio may be an inefficient way of targeting likely voters. Instead, you will pay for a
message heard by many beyond the bounds of your district.
If you decide to utilize radio advertising, there are a few things you should know. First, when
buying radio advertising, the most expensive broadcast times are during the morning and
afternoon “drive times” as this is when the listening audience is the largest. Second, radio
stations like to sell “packages” which give you what is commonly known as Run of Station
(ROS). In other words, the station does not guarantee the times at which your “spots”
will run, but the station will instead air your message at various times around the clock.
Of course, some stations do offer packages that guarantee some “drive time” and then
disperse the other spots during the rest of the day and night. You will have to check with
individual stations to find out about their particular political candidate packages.
Television Advertising
Television is a very similar medium to radio, when it comes to its downfalls. Compounding
the problem is that according to a 2012 study by the Leichtman Research Group 45% of all
households have a DVR or TiVo type device, which allows the viewer to record a program
and then watch it later at their convenience. The issue with these types of devices is that
they allow the viewer to fast forward through commercials, which most people find more
annoying than informational. With the exception of Super Bowl commercials, most folks
have very little interest in watching advertisements on television, and, consequently, use
the commercial time to do other things. Even more importantly, television commercials
are very expensive to produce and the purchase of airtime can be extremely expensive.
16
Candidates running for state-wide office can perhaps justify the expense of television.
In addition, some county-wide office seekers may be able to justify the cost of using
television. However, to use television commercials for any race smaller than a countywide race would probably be out of the question for most candidates.
Another issue with television is that, during election cycles, there tends to be an
overabundance of campaign advertisements. Typically these ads are highly negative and
will likely trigger the opposite affect when run constantly. You should make it your goal to
produce the most positive ads in a campaign. Your campaign should also run multiple
ads so viewers are not seeing the same ad over and over again. Running the same ad
over and over, tends to provoke a negative reaction from voters.
Newspaper Publications
Advertising in daily newspapers is extremely expensive for candidates running for public
office. Daily newspaper readership has dramatically dropped over the past several years,
due to the Internet and the almost instant availability of
You should
radio and television. Unfortunately, the busy lifestyle that so
many of us have does not seem to allow for that time in the make it your
morning or evening when we used to be able to sit, relax goal to produce
and read the newspaper.
the most
Specialty Publications
One alternative to consider besides newspaper
advertising is the possibility of placing an ad
in a specialty publication. These publications
generally will appeal to more specific audiences,
which could be a good thing if you are targeting
one particular kind of voter. However, these
publications may also cover a very wide area
of circulation, which could be beyond the
boundaries of your district. Be aware that
accurate circulation figures can be difficult to
obtain for some specialty publications.
positive ads in a
campaign
Billboards
Only as a compliment to other signs, you
may want to consider using billboards to
advertise your candidacy. A candidate, who
runs for higher profile office, encompassing
an entire County or State, is more likely to
use billboards. Billboards can be beneficial
and those benefits should be considered
when planning your campaign strategy. They
can also be rather costly, so careful thought
should be given in determining what funds are
available and how best to deploy those funds.
Utilizing billboards very early in the campaign
can help pave the way for a much easier fight
17
down the road. Erecting a billboard is a very serious step and doing so could let other
potential candidates know just how serious you are, which could perhaps scare off some
of your potential competition. This strategy works especially well for judicial offices,
where there may be several seats up for election. The billboard implicitly makes the
announcement to other candidates in that race that he or she should be well prepared to
spend some big bucks because you are going to be a very tough competitor. This tactic
may divert the potential competition toward other less competitive races.
A well-placed billboard can provide relatively instant name recognition, which can make
raising campaign contributions a little easier, because contributors realize that you are a
serious candidate and many people like being on the winning side of a political campaign.
It is much easier to collect funds if you are perceived to be the favorite in the race.
Other Ways of
Spreading the Word
Fundraising
Fundraising is the part of a campaign that often creates the most stress for candidates.
While many candidates have no trouble asking someone to volunteer, asking someone
to contribute money seems much more difficult. Even many longtime elected officials
experience the fear of fundraising.
Nonetheless, fundraising is not as daunting as it may seem. The first thing to do is to
get into the right state of mind. Remember, in a campaign, the more people you ask to
help you, the stronger you become as a candidate. Secondly, you are not simply asking
people to give you money, you are asking them to become part of your campaign—an
exchange where you both benefit. Thirdly, most people, when asked, are flattered that
you did so and feel very good once they give you a check. Think about it, you feel good
when you contribute to something you believe in and so will your supporters!
Although most candidates would rather have dental surgery without anesthesia than
make fundraising calls, successful candidates are those who learn how to ask for money.
Just remember to call early and to call often.
“Meet the Candidate” Nights
How to Ask for Money
During the campaign, different organizations may organize what is called a “Meet the
Candidate” night. A group will invite a number of people running for political office to
attend a gathering in order to give voters an opportunity to meet several candidates at
once. Unfortunately, the events sometimes fail to be as beneficial as they may sound.
A friend or confidant may tell you—“but there will be a hundred people there.” In all
likelihood, out of those hundred people, about 30 live in your district and 10 have yet
to become registered voters. Out of the remaining 20, ten have already made up their
mind and are not persuadable. The remaining 10 that are persuadable may be difficult to
identify and you will have no way to follow up with them. The right strategy in regards to
these events is to use your time wisely and in addition to all the events you attend, always
save ample time to walk your district!
• Successful candidates spend 35-50% of their time raising money. This time must be
built into your schedule, preferably every day. Sit in a quiet place and make phone calls.
Candidate Questionnaires
During most campaigns, candidates are very likely to receive questionnaires from special
interest groups and sometimes from radical organizations of which most people are
unaware. Unless you are familiar with the group or organization, you are generally better off
ignoring their questionnaires, because many of them are designed as tools to hurt various
campaigns. Always work with your campaign manager to determine if it is advisable to fill out
the questionnaires. Candidates should only answer questions submitted by organizations
that you would like to have endorse your candidacy. Why give any opposition organizations
any information that may hurt your chances of winning the election?
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• Just as the name implies, person-to-person solicitation
involves you, the candidate. This is the most personal
form of fundraising and therefore sometimes considered
the most difficult. Many people don’t like to ask for
money. However, practice does make it easier. In fact,
rehearsing with the help of a video camera is an excellent
way to improve skills and build confidence. Write out a
script to help you practice your greeting, making small
talk, perfecting your sales pitch (why you can win) and
closing the deal.
You are not
simply asking
people to give
you money,
you are asking
them to become
part of your
campaign.
• One-on-one fundraising is extremely
effective, the return is high, the cost
is minimal and the turnaround time
is short. You won’t insult people by
asking them for more than they can
give. In fact, you have complimented
them by asking them for a higher
financial level than they may have
considered. Always remember, the
number one reason that people don’t
contribute to a political campaign is
simply this: They were not asked to
contribute! The number two reason
is they don’t know how much to
give. Be as specific as possible when
19
asking for contributions and list several different dollar amounts for the donors to
choose from.
• This money is for your benefit. While some campaigns may hire a fundraiser, remember
that you—the candidate—must always raise money as well. Your campaign must
keep track of your donors, research potential donors, and follow up with people who
have committed to writing you a check.
• When you call a potential donor, let them know some very specific positive things that
are happening in your campaign.
Good Example:
“Last Saturday, I had 10 volunteers go out and knock on nearly
900 doors. I now have over 300 yard signs up in my district. We’re
in a great position to win.”
Bad Example:
“The campaign is going great. I feel really good about it and think
I’m going to win.”
• Next, have a specific amount you are going to ask for and tell the donor what the
money might be going towards. Remember, err on the high side. Donors will let you
know if they cannot afford it and will come down. If you ask for a lower amount,
potential donors will rarely increase that amount.
Good Example:
“My goal is to raise $2500 this week so I can send out my next
mailing. A contribution of $200 would really help me reach that
goal. Can I count on your support?”
• Finally, go after groups that have a strong interest in your race (i.e. casinos,
developers, etc.). These groups will want to know that you can win, so be ready to
talk about your campaign.
Things to Avoid
• Be cautious if you hire people to raise money based upon a percentage (i.e. I’ll raise
you $10,000 and I’ll keep 15%). This may lead to arguments as to who should get
credit for what money. And ultimately, you need to be responsible for raising money
for your campaign.
• NEVER promise anyone anything in exchange for a contribution. While a donor may
use a meeting with you to tell you about their interests, you should never say or even
imply that their contribution will affect your opinion one way or the other. In addition to
being unethical, it is also illegal.
Grassroots Fundraising
Recent political campaigns have been very successful raising money in new and
engaging ways. Specifically, the Obama for America campaign in 2008 raised over $500
million dollars online. Through email blasts, texts, and their website they were able to
engage voters to donate even small amounts of money. They also used their campaign
materials (buttons, t-shirts, bumper stickers, and yard signs) as ways of raising money.
Instead of just giving them out they asked for a
small donation in exchange for the campaign
materials. This served two purposes: It raised
money, but also gave them the visibility that a
campaign traditionally receives from those items.
The key to this type of fundraising is donation
in small amounts. You may only get five dollars
from each person donating, but if that is 10,000
people donating you are looking at $50,000. As
part of your website strategy to go from online
success to offline results, you should ensure your
website and social media presence encourages
financial donations.
Bad Example:
“I would appreciate your support. Anything you can afford would
be great.”
Who to Ask for Money
• Who do you start with? Casinos? Developers? Labor Unions? The answer is no, no,
and no. The people you should start with are the people who know you personally:
Your best friends, your neighbors, relatives, co-workers, or people with whom you
go to church. Then you can expand to other groups – people you do volunteer work
with, socialize with (i.e. the stamp collectors club you belong to or the people you
play cards with on Friday night), or old college classmates. These people are not
necessarily “political,” but they know you well enough to believe in you.
• Then expand to groups that share similar views on issues. These can be labor groups,
environmentalists, church groups, Chamber of Commerce, etc.
• Next, go after groups that may have a negative view of your opponent. Maybe
your opponent is bad for small businesses and you can work with the Chamber of
Commerce. Or maybe he/she has voted against working people, you could then start
asking Labor Unions.
20
By following these tips, you will become a much
more effective fundraiser. And who knows? You
may even begin to enjoy it!
Engage voters
to donate even
small amounts
of money
21
Phonebanking and
Canvassing
Person to person contact has been, and always will be, the most persuasive way of
communicating with a voter. It is more persuasive than a mail piece, a television or radio
commercial, yard sign, bumper sticker, or even a phone call. That is because it is personal
and you and your supporters can react to the specific questions of a voter. Despite its
effectiveness, some campaigns invest very little time or effort to do it right. The result? An
ineffective, inefficient canvassing and phonebanking program that doesn’t engage voters.
You must approach your voter contact plan believing in the importance of face to face voter
contact. That means ensuring canvassing and phonebanking are occurring and you the
candidate being involved as much as possible. The following are some tips to help make
you more effective:
Targeting Voters
• Knock on doors and call voters that can help you. Using programs like our
will allow you to find the right doors to knock and phones to call. Start with registered
voters, and then narrow your list to suit your needs.
• You will want to focus on precincts. Typically campaigns will assign precincts to a certain
field organizer and give that organizer the responsibility to get people canvassing in
that area.
can help you create walk and phone lists for specific precincts.
Your Message
• Remember that your canvass and phonebank programs are an extension of the rest
of your campaign. It is a way to deliver your message. Make sure your canvassers and
phonebankers have a specific script and that they follow it.
• You will want to include in the script, specific questions that will assist you with a
drill down as you get closer to an election. For example, you want to identify your
supporters. This will be very valuable as you move into Get Out The Vote (GOTV).
Once Election Day arrives your goal should be to only encourage your supporters to
vote. It is your opponent’s job to get their voters out to vote. You should also include
questions about what issues are more important to the voter so that when sending
Direct Mail and other types of correspondence, you can target the voter with the
issues that are important to him or her.
Phonebanking
Setting Up Your Phonebanking Stations
1. A clipboard with your list and script (If using a computer based system have a computer
that works at each station).
5.Position sheets for your
candidate on all of the major
issues of the campaign
6. A sheet with contact
information with the data
specific to the area the
phonebanker
will
be
contacting (e.g. campaign
office phone number, email
address, website, and if applicable, the field organizer
assigned to the area’s contact information)
Managing Your Phonebank Volunteers
• Each phonebanker should go through a training.
This training should explain the do’s and don’ts of
phonebanking. It should not be a long training, but an
informative one. This might include some role-playing
where you pair some of the trainees together and have
them call each other.
Person to person
contact has
been, and always
will be, the
most persuasive
way of
communicating
with a voter
• Before your phonebank volunteers arrive to make calls, ensure each station is set up
and clean.
• When the volunteers arrive, show them to their phonebank station and explain how
you want them to record the information they gain. Show them how to read the phone
lists and the script. Encourage them to practice the script three to four times before
actually making a call. Make sure you encourage them to put the script into their
words as much as possible without changing the purpose of the message. If they are
simply reading the script the person they are calling will be able to tell. Tell them to run
what they plan to say by the phonebank administrator before making the first call.
• Before they make their first call, make sure you ask them how long they have to make
calls. That way you know when to look for them to get the packet from them and
thank them as they leave. This will also help you in scheduling other callers.
• When they finish, ask them how the calls went and get the packet from them. Ensure
they filled out the tally sheet.
• Schedule them for another phonebanking session BEFORE they leave the office.
• Thank your volunteers. You cannot say “thank you” enough.
Canvassing
Putting Together Your Walk Kits for Canvassing
2. Also include a final tally sheet that will ask how many supporters they identified while
calling. This will help the campaign staff know their progress at the end of the day.
1. A clipboard with an envelope that contains the walk list, map, script, and campaign
materials (printed to hand out).
3.Water
2. As with phonebanking, it would be a good idea to include a tally sheet.
4. Extra pens
3. Each canvasser should be offered a couple bottles of water
4. Extra pens
22
23
Judicial Races and Their
Financial Committees
5. Identifier (t-shirt, sticker, badge, and/or
button with the campaign logo)
6. Each canvasser should have an emergency
phone contact number that someone will
answer just in case they get lost or get into
a bind.
In Judicial races, a strong finance committee with a very well-known and respected
chairperson is very important. Judicial campaigns without a strong financial infrastructure
may find themselves without the money to run a winning race.
Managing Your Volunteers
• Make sure your walk kits are ready before
your volunteers arrive to walk. Trying to
finish the packets as volunteers are getting
there will make the volunteers feel like they
are wasting their time.
• When the volunteers arrive, make sure everyone knows
each other and feels like part of the team. Then pair them
up into twos (if there is an extra you can do a group of
three).
• Go through the packet and show them how to read the
lists.
This group of volunteers networks with their colleagues, friends and community leaders
to host fundraising receptions and ask for contributions to your campaign.
A well-run
door to door
and calling
campaign is the
most effective
way to persuade
voters
• Go through the script and have them read it over.
• Then do role plays where partners “knock on each other’s door” and do the script.
• Before they leave, make sure they know where they are going and what time to meet
back (they must meet back). Do not allow someone to go out and then go home
afterwards without checking back in.
• When they arrive back, ask them how it went, collect any notes they may have made
and ask if you can schedule them for another time.
• Thank your volunteers. You cannot say “thank you” enough.
Safety
• Always walk in pairs
• Never get out of visual range of your partner
• Never go into someone’s house
• Never go walking without enough water
These tips should help you develop a more efficient canvass and phonebanking program.
Remember, walking and phonebanking is tough, but losing by just a few votes is tougher.
A well-run door to door and calling campaign is the most effective way to persuade
voters. So get on the streets, on the phone, and talk to voters!
Donors usually give money to attend an event for social reasons. These supporters usually
donate in the middle range of $100-$500. Warm communication and strong follow-up
is the key here—ticket sellers should approach their friends, coworkers and neighbors.
Many campaigns think that nice quality invitations are enough to create a successful
event, but the best way to get people to actually attend is through a friend to friend followup call after the invitations are mailed and again a few days before the event.
Here is some advice for your supporters who agree to either host an event at their home,
or send invitations and telephone follow-up for a major fundraising event:
1. Have the volunteer host work with your scheduler and finance chair to pick a date. Try
to allow approximately 30 days.
2. Ask your volunteer hosts to invite their colleagues from the workplace, friends, relatives
and neighbors. Suggest to the volunteers to look at their Christmas card list. Have
them invite many more people than they think will actually attend. Not everyone will
come, and some will be out-of-town. If they invite 200 people and 25 or 30 actually
attend, that’s a success. Some people will send checks even if they don’t attend.
Hand addressed invitations are preferable to labels.
The invitation needs to tell potential guests the time, day and date, place, suggested
donation for the event, the name of the campaign committee (who to make the checks
payable to), and where to RSVP. Include both a phone number and a mailing address
for checks.
3.Mail invitations at least three weeks before the event. Phone call follow-ups and
personal solicitation are critical to the success of your event. It’s easy to ignore an
invitation—it’s not so easy to ignore a phone call or visit.
4. Have your finance directors set fundraising goals for each event. In this example, let’s
say the finance director gives the volunteer hosts
a goal of raising $3,000. The hosts will have
to decide whether they believe they can find
30 people to contribute $100 each or if it’s
more realistic to find 60 people who will
contribute $50 each. Some campaigns
suggest $100 per couple or $75 per
person. Set realistic goals.
5. The event can be as casual or formal
as your hosts wish—whatever fits their
individual entertainment style. Some
24
25
hosts hire a caterer or ask their favorite restaurant to provide the food; others prepare
the food themselves. Be creative and have fun; the event doesn’t have to be the
standard “cold quiche” affair. Have your hosts use their imagination to personalize
the event for their friends. Barbecues, ice cream socials and backyard picnics are
good summer events. Choose the event which will maximize the resources your hosts
have available and will make money for the campaign. You want people to enjoy
themselves, but also keep it simple.
More party hosts are skipping hard liquor in favor of beer, wine, fruit juices and soft
drinks. You save money and do not have to worry as much about liability. Make sure
any guest who drinks too much has a safe ride home.
6. It’s easier to keep track of who is attending if you have a registration table for guests
as they walk in the door. This allows you to accurately send thank you cards as well
as to keep positive track of your active supporters. These proven people may be ones
you can call upon later down the campaign trail for more hands-on support such as
‘get out the vote’ efforts, yard sign support, meeting hosts, etc.
Service, American Union quality and very competitive prices make PDQ Printing your
one-stop experts when it comes to Political Campaign Printing.
At PDQ, we offer an extensive catalog of printed products that will help your campaign on
the way to victory. Below is a list of our services and what they mean for you:
•
Graphic Design – For your campaign identity and branding.
•
Offset Printing Services
– For your business cards, brochures,
letterhead, postcards, posters, and more.
Digital Printing
•
– For your training manuals, media kits, barcoded tickets,
table tents, variable data mailers, and more.
•
Signs and Banners
– For your road signs, event banners, mesh fence
wraps, A-Frames, and more.
•
Direct Mail
– For getting your message out to those that matter most, the
voters.
About PDQ
•
Custom Apparel and Products – For your supporters to wear and
support your campaign.
Our services, American Union quality, and very competitive prices make PDQ Printing
Nevada’s preeminent Union printer.
This year, PDQ launches its new and much anticipated, state of the art
™
. No longer will a campaign have to waste precious time
and money using multiple vendors for print, graphic design, web design, voter data,
voter relationship management, email blasts, text blasts, website hosting, search engine
optimization, and social media marketing. We have delivered a product that will allow
our clients to have a single easy source for these services and much more. In the pages
™
to follow, you will learn about how each part of
will be
an enormous help to your campaign management and a great advantage over your
competition.
A Union Printer
Our production managers, press operators, bindery personnel, dynamic and highly
experienced Graphic Design artists, sign printing staff, mailing department professionals
and delivery personnel all enjoy the benefits of working for a premier Las Vegas based
printing company and the benefits of being members of the Allied Trades Printing Union.
There are 150,000 Union members in the State of Nevada and nearly 120,000 of them
live in Clark County. Many Union members, and their families, look for the Union label on
printed campaign literature and signs because it shows the candidate’s support for the
working men and women in our communities. Using a union printer could give you the
critical edge in a close election race.
26
PDQ Voter Information
System (
)
Identifying voter
We at PDQ Printing fully understand that the most important
resources in any campaign for public office are time, money
and information. As a result, we have completely rewritten
and redesigned
to maximize those resources.
This system is made available strictly for the exclusive use
of our political clients. A campaign can spend thousands
of dollars for voter history data, and waste thousands more
on needless postage by sending mailings to
potential voters who do not even live in their
district.
not only provides the most
up-to-date and accurate voter information
anywhere, but this information is only a click
away. Our clients can generate any list they
want in almost any format they want 24
hours a day, 7 days a week without ever
leaving their home or office. More importantly,
identifying voter history allows your campaign
to effectively utilize your limited resources of
time and money.
history allows
your campaign to
effectively utilize
your limited
resources of time
and money
27
Innovations
Canvassing
•
allows users to search by name, age, gender, precinct, district, address,
phone, party affiliation, registration date, and voter history. You can search voter
history by selecting all voters, early voters, mail-in voters or absentee voters in primary
and general elections, as well as special elections.
•
not only yields individual voter research, but allows our clients to print and
download that research in several ways: 1) display the voters directly to your browser
window, 2) create PDF documents to print walk lists, phone lists and voter history
detail lists in normal and large print versions, 3) create CSV (comma separated values)
files for use in your spreadsheet program, your mailing list software, or to send directly
to PDQ for fast integrated mailing services.
will allow your
campaign to easily contact voters
door-to-door. Through
you can run walk lists with mapping. The
easy turf cutting tools will make it easy
to contact the right voters at the right time.
The database can also be accessed via iOS
and Android devices, as well as any computer.
Allowing canvassers to enter data into the database
in real time. This decreases in-office printing costs and allows for real-time results.
•
employs very strong security measures with each campaign having their
own users, reporting capabilities and passwords.
PDQ Voter Relationship
Management (
)
is a multi-touch, multi-channel approach to delivering your campaign’s
message. In other words, you will be addressing your potential voters using a variety
of methods. These channels include: Direct Mail, SMS (text messaging), Email,
Social Networks, Robo Calls, and Personalizd URLS (PURLs). In communication via
, you will not only be contacting your potential voters generically, but in
a personal and meaningful way. The best part of this solution is that you can schedule
this contact to go out ahead of time, and the platform will automatically push out your
message when you want it to go out. In this section, you will be exposed to each channel
of
and how it can be used.
The turf cutting
tool will make it
easy to contact
the right voter at
the right time
28
Email
Email blasts can go out (segmented by demographics
or behavioral filters) to any segment of your contact list.
Email messages may contain personalized variables like
name, company name, job title, etc. The key feature here
is the ability to send a message to a client with variable
elements targeted directly at him or her.
Studies show that this personalized
messaging will increase open rates
and conversion rates. The Obama for
America 2008 campaign had sweeping
success with email messaging. They
raised nearly two-thirds of their $500
million raised online through “Donate
Now” buttons in emails.
Phonebanking
allows the user to create a simple and easy to read phonebanking list. The
lists can be created in the
and filtered by any field located in the database.
For example, if you want to call supporters only, you simply select supporters and the
list will only include supporters. The database can also be accessed via iOS and Android
devices, as well as any computer, allowing remote phonebanking.
Direct Mail
Through the Direct Mail functionality in
your campaign can send out direct
mail pieces that can accommodate full variability on the piece itself. Variable elements may
be incorporated to address a recipient by name, present different images, incorporate
QR codes (either to a PURL or general page), intelligent mail bar coding (IMB), etc.
allows companies to send out direct mail pieces to their entire contact list
or segmented based on demographic or behavioral filters.
SMS Text Messages
Your campaign can also have a presence on your supporters’ mobile devices. Text
messages can be sent out to any or all recipients in the contact list based upon rules that
filter by demographic information or other information.
Social Networks
can help your campaign have a presence on social networks. Recent
elections have shown the effectiveness of using social networks to connect with and gain
supporters. Social Networks also allow the campaign to put certain aspects in the hands
of their supporters. In 2004, Howard Dean’s campaign raised $400,000 through a usergenerated push on a social network.
Robo Calls
Robo calls are automated phone calls that contain a pre-recorded message. This feature
can be used to make calls to the entire contact list based on rules established in the
demographic or behavioral filters.
Personalized URLs (PURLs)
PURLs open up a huge set of possibilities to your campaign. PURLs may be used for
everything from newsletter distribution, survey questions for data collection, opt-in or
out from communications, etc. This provides a vehicle to start building constituent
29
profiles in the contact list. Through the use of PURLs your campaign can begin to
understand more about who a potential voter is and what types of messages will be
most impactful for them.
Find YOUR supporters and BUILD A LIST – Using
and
you can build a list of supporters to email, text, connect to on social
will also help you in
networks, send direct mail, robo call, and much more.
Tying It All Together
keeping the list and help you by reporting the effectiveness of that voter contact.
The key feature of
is the ability to string all of these elements together
into a comprehensive campaign rather than being a single email over here and a text
message over there.
DO NOT IGNORE SOCIAL MEDIA
For example: A political campaign may use a PURL to collect opinions from constituents.
Contacts are driven to the PURL via a direct mail piece and an email. All of the survey
data is stored for use in the future. Later, your campaign may decide to send out a direct
mail piece to all contacts that marked that “crime in my neighborhood” is a concern for
them. The potential voter’s PURL may reflect specific messaging on that note and what
the candidate plans to achieve.
Later, you may seek to email all of the men who indicated this as a concern who live
in a certain zip code and send them a text message and/or email to invite them to a
neighborhood watch planning meeting.
Reporting and Analytics
All activities, from each channel, are tracked in real-time for reporting and analytics. Your
campaign can see precisely who opened each email, visited their PURL, opted in/out,
provided form data, etc. With this data your campaign will be able to track and analyze
the effectiveness of your voter communication in a new and groundbreaking way. This is
why we believe
is a valuable resource for political campaigns like yours.
– As Mentioned before
can help you connect to your supporters through Social Media.
Have an outstanding website – Through the
we can
provide you with a dynamic and engaging website. Along with your site, our platform
allows you to set up Personalized URLs and much more.
Going from online success to offline results
–
, your campaign can use the information captured
Through the use of
through online sources to secure donations, volunteer time and gain more supporters.
Through engaging and smart placement of requests on your website and through emails
and texts, we can also help ensure your online presence doesn’t just amount to clicks
and views.
Get ONLY YOUR voters out to vote – Using
and
your campaign can target your supporters over the Election Cycle. In
the end your goal should be to get only your voters out to vote. Through your database
created in
, you can effectively target your supporters and get only those
that intend to vote for you out to vote. It is your opponent’s job to get his or her voters to
the polls. Using our offerings, you can save time and money by focusing on what it will
take to help you win.
Spend Your Time and Money
Where it Will Do the Most Good
At PDQ Printing we are dedicated to developing new and innovative ways to help our
political candidates win their campaigns. Our goal is to provide the most cost effective
and efficient solutions, to ensure you get the results you desire on Election Day. After
While some of the twelve steps will depend on you the candidate, we can help with the
others. Above, you can see how uniquely capable PDQ Printing is to help you attain an
election victory. Let us know how we can make our vast catalog of resources available for
your campaign. Victory is not an accident; it takes hard work and determination. We look
forward to working to
help you attain victory
on Election Day.
reading through the twelve steps earlier in this book and this section on what we can
offer, you should see that PDQ is uniquely capable to provide your campaign with what
you need to win. Here is rundown:
Raise Money Effectively – Using
your campaign can set
up a dynamic website, send out personalized asks via Email and Direct Mail. The platform
also allows you to keep track of information so you know who has donated and the level
Victory is not
an accident;
it takes hard
work and
determination
at which they donate. Allowing you to tailor your campaign’s ask based on the donation
history of a particular supporter.
30
31
Important Candidate Dates
for the 2014 Election Cycle
May 24, 2014
Filing for 2014 Election Cycle
Mail Ballot Request Deadline for Primary Election (must be received)
December 30, 2013
June 6, 2014
Last Day for Candidates for Partisan Offices to Change Affiliation with a Major Party: No
person may be a candidate of a major political party for partisan office in 2014 if he or she
changed political affiliation to Democrat or Republican on a Voter Registration Application
in Nevada or in any other state after December 30, 2013.
Last Day of Early Voting for Primary Election
January 6, 2014
Primary Election
First day for candidate filing for Judicial Candidates
January 15, 2014
Annual Contributions and Expenses (C&E) Report Due for period January 1, 2013 –
December 31, 2013
January 17, 2014
Last Day for Candidate Filing for Judicial Candidates
January 29, 2014
Last Day to Withdraw Candidacy for Judicial Candidates
March 3, 2014
First day for candidate filing for non-judicial candidates
March 14, 2014
Last day for candidate filing for non-judicial candidates
March 25, 2014
Last day to withdraw candidacy for non-judicial candidates
Primary Election – June 10, 2014
May 10, 2014
Early Voting for Primary Election Begins
June 3, 2014
Contributions and Expenses (C&E) Report 2 Due for period May 17, 2014 – June 5, 2014
June 10, 2014
General Election - November 4, 2014
October 4, 2014
Last Day to Register to Vote (by Mail) for General Election
October 5-14, 2014
In-Office or Online Register ONLY to Vote for for General Election
October 14, 2014
Contributions and Expenses (C&E) Report 3 Due for period June 6, 2014 – October 10,
2014
October 18, 2014
Early Voting for General Election Begins
October 28, 2014
Mail Ballot Request Deadline for General Election (must be received)
October 31, 2014
Last Day of Early Voting for General Election
Contributions and Expenses (C&E) Report 4 Due for period October 11, 2014 – October
30 , 2014
Contributions and Expenses (C&E) Report 1 Due for period January 1, 2014 – May 16,
2014
November 4, 2014
May 11-20, 2014
January 15, 2015
In-Office or Online Register ONLY to Vote for Primary Election
Contributions and Expenses (C&E) Report 5 Due for period October 31, 2014 – December
31, 2014
May 20, 2014
Last Day for Candidate Filing for Judicial Candidates
32
General Election
Annual Contributions and Expenses (C&E) Report Due for period January 1, 2014 –
December 31, 2014
33
Important Contact Information
Major Political Parties
Democratic Party
(County and State)
Clark County Democratic Party
E-Mail:[email protected]
Website:www.clarkdems.com
Phone: (702) 586-6402
Fax:
(702) 684-7108
Nevada State Democratic Party
E-Mail:[email protected]
Website:www.nvdems.com
Phone: (702) 737-8683
Fax:
(702) 735-2700
Republican Party
(County and State)
Clark County Republican Party
E-Mail:[email protected]
Website:www.clarkgop.org
Phone: (702) 258-9184
Fax:
(702) 258-9786
Nevada State Republican Party
E-Mail:[email protected]
Website:www.nevadagop.org
Phone: (702) 586-2000
Fax:
(702) 258-9186
Minor Political Parties
(qualified for ballot access per
NRS 293.171)
Independent American Party
E-Mail:johnwagner2000
@charter.net
Website: www.IAPN.com
Phone: (775) 883-2752
Libertarian Party
E-Mail: [email protected]
Website: www.lpnevada.org
Phone: (702) 382-1776
34
Government Offices
(State and Federal)
Secretary of State of Nevada
E-Mail: [email protected]
Phone: (775) 684-5705
Toll Free Phone: (800) 992-0900
Fax: (775) 684-5718
Nevada Commission on Ethics
E-Mail: [email protected]
Phone: (775) 687-5469
Toll Free Phone: (800) 992-0900
Fax: (775) 687-1279
Nevada Commission on Judicial
Discipline and Standing Committee on
Judicial Ethics and Election Practices
E-Mail: [email protected]
Phone: (775) 687-4017
Toll Free Phone: (800) 992-0900
Fax: (775) 687-3607
Federal Election Commission
E-Mail: [email protected]
Phone:
(202) 694-1100
Toll Free Phone: (800) 424-9530
TTY/TDD:
(202) 219-3336
Fax:
(202) 501-3413 (Document Request)
Federal Voting Assistance Program
(FVAP)
E-Mail:[email protected]
Website:www.fvap.gov/
contact/index.html
Phone:
(703) 588-1584
DSN Phone:
(703) 425-1584
DSN Fax:
(703) 425-0108
U.S. Department of Justice
E-Mail:[email protected]
Phone:
(202) 307-2767
Toll Free Phone: (800) 253-3931
Fax:
(202) 307-3961 or
(202) 307-2569
City Clerks
Boulder City City Clerk
HOURS: Mon.- Thurs., 7:00 a.m. - 6:00 p.m.
Closed Fridays
E-Mail:[email protected]
Phone:
(702) 293-9208
TTY/TDD: (702) 293-9412
Fax:
(702) 293-9245
Henderson City Clerk
HOURS: Mon. - Thurs., 7:30 a.m. - 5:30 p.m.
Closed Fridays
E-Mail:[email protected]
Phone:
(702) 267-1400
TTY/TDD:711
Fax:
(702) 267-1401
Las Vegas City Clerk
HOURS: Mon. - Thurs., 7:00 a.m. - 5:30 p.m.
Closed Fridays
E-Mail:[email protected]
Phone:
(702) 229-6311
TTY/TDD: (702) 386-9108
Fax:
(702) 382-4803
Mesquite City Clerk
HOURS: Mon. - Thurs., 7:30 a.m. - 5:30 p.m.
Closed Fridays
Phone:
(702) 346-5295
TTY/TDD:711
Fax:
(702) 346-2908
North Las Vegas
HOURS: Mon. - Thurs., 8:00 a.m. - 5:45 p.m.
Closed Fridays
E-Mail:[email protected]
Phone:
(702) 633-1030
TTY/TDD: (800) 326-6868
Fax:
(702) 649-3846
35
LAS VEGAS
Office (702) 876-3235 • Fax (702) 876-8827
3820 S. Valley View Blvd. • Las Vegas, NV 89103
pdqvegas.com