POLITICAL CAMPAIGN PLANNING MANUAL
POLITICAL CAMPAIGN PLANNINGMANUALA STEP BY STEP GUIDE TO WINNING ELECTIONSBy J. Brian O'DayNational Democratic Institute for International Affairs
POLITICAL CAMPAIGN PLANNING MANUALPREFACEIn preparation for the 1995 Russian Duma elections, NDI political trainers Ken Payne, Kate Head,and Sheila O'Connell, along with Russian experts Aleksei Shustov and Oleg Nikishenkov wrote theStrategic Election Planning Manual. This manual has been one of the most popular publications inthe National Democratic Institute - Moscow office library and used by countless campaigns overthe years.Alex Grigorievs and I revised and updated the original manual at the beginning of 1998 andrealized at that time that, in preparation for the upcoming State Duma elections, we would want todo a more complete revision. This third edition is now called the Political Campaign PlanningManual, a Step by Step Guide to Winning Elections.As with past editions, this manual combines the ideas and materials that NDI trainers andconsultants have used in Russia and the countries of the former Soviet Union since 1992. I havekept the format of the past manuals and referred to them for guidance in putting this manualtogether. I have expanded the areas that I thought needed more explanation and have added anumber of worksheets to aid in the planning process. Finally, I have tried to make the manualcountry and time neutral by removing most of the references to particular elections and particularcountries. What you will find here are the basic principles that can be applied to almost anycampaign and any election.This revision would not have been possible without the assistance of many others. Most importantto me has been the support and encouragement Janelle Cousino has provided these past two yearsin Moscow. I could not have asked for a better partner. Thanks must also go to the current NDI Moscow training staff, Alex Grigorievs, Raymond Sontag, Dima Valentey, Ali Aliev and VitalyCharushin for their input and assistance in both my training and contributing to this document.Finally, all of us on the training staff know that our fabulous support staff of Olga Bereslavskaya,Andrey Musin, Rinat Saberov, and Lena Zybina is what makes everything we do possible.Of course, I am fully responsible for any mistakes or unclear points in this manual. At the very endI have added an evaluation form so that you can let the NDI - Moscow office know what workedand what did not. Your response and input will help make future versions of this manual moreuseful for everyone.J. Brian O'DayMoscow, RussiaPage 2 of 98
POLITICAL CAMPAIGN PLANNING P ONE: RESEARCH.8ELECTION RULES .9THE DISTRICT .9THE VOTERS.9PAST ELECTIONS.9THIS ELECTION.10OUR CANDIDATE .10VIABLE OPPONENTS .10WORKSHEET 1: ASSESSING THE POLITICAL LANDSCAPE.11STEP TWO: SETTING A GOAL.12WHAT IS THE TOTAL POPULATION OF THE DISTRICT?.12WHAT IS THE TOTAL NUMBER OF VOTERS?.12WHAT IS THE EXPECTED TURNOUT?.12HOW MANY VOTES ARE NEEDED TO WIN?.12HOW MANY HOUSEHOLDS DO THESE VOTERS LIVE IN? .12BRINGING IT ALL TOGETHER .13WORKSHEET 2: SETTING A CAMPAIGN GOAL.13STEP THREE: TARGETING THE VOTERS.14WHAT IS TARGETING? .14WHY TARGET VOTERS?.14CONSERVING CAMPAIGN RESOURCES.14PERSUADING TARGET VOTERS .14HOW TO TARGET VOTERS .15GEOGRAPHIC TARGETING.15DEMOGRAPHIC TARGETING .16Our Demographic Groups . 17Their Demographic Groups. 17PROBLEMS WITH TARGETING.17BRINGING IT ALL TOGETHER .18Explanations .18VOTER ANALYSIS .19VALUES.19ATTITUDES.19ISSUES.19LEADERSHIP QUALITIES .19SOCIOLOGICAL RESEARCH .19WORKSHEET 3: GEOGRAPHIC TARGETING .20WORKSHEET 4: DEMOGRAPHIC TARGETING.20WORKSHEET 5: BRINGING TOGETHER ALL THE TARGETING.20STEP FOUR: DEVELOPING THE CAMPAIGN MESSAGE .21CHARACTERISTICS OF A GOOD MESSAGE.22A MESSAGE MUST BE SHORT.22A MESSAGE MUST BE TRUTHFUL AND CREDIBLE .22A MESSAGE MUST BE PERSUASIVE AND IMPORTANT TO VOTERS .22A MESSAGE MUST SHOW CONTRAST.22A MESSAGE MUST BE CLEAR AND SPEAK TO THE HEART .22A MESSAGE MUST BE TARGETED .23Page 3 of 98
POLITICAL CAMPAIGN PLANNING MANUALA MESSAGE MUST BE REPEATED AGAIN AND AGAIN .23WORKSHEET 6: WHY ARE YOU RUNNING FOR THIS OFFICE? .23WORKSHEET 7: THE MESSAGE BOX.23WHAT WE SAY ABOUT US .24WHAT WE SAY ABOUT THEM .24WHAT THEY SAY ABOUT US .24WHAT THEY SAY ABOUT THEM .24CREDIBILITY - RAISING YOUR CREDIBILITY WITH VOTERS AND LOWERING YOU OPPONENTSCREDIBILITY WITH VOTERS .25ISSUES AND THE CAMPAIGN MESSAGE.25ISSUE SELECTION .26WORKSHEET 8: DETERMINING ISSUE IMPORTANCE AND POSITION .26SOCIOLOGICAL RESEARCH AND MESSAGE DEVELOPMENT .27STAY ON MESSAGE .28STEP FIVE: DEVELOPING A VOTER CONTACT PLAN.29THE RULE OF FINITE RESOURCES .29INTERCHANGEABILITY OF RESOURCES AND METHODS .29EFFECTIVENESS OF YOUR VOTER CONTACT .29PERSUADE TARGET VOTERS .30GET OUT THE VOTE .30VOTER IDENTIFICATION .31TYPES OF VOTER CONTACT ACTIVITIES .31LITERATURE DROP.32LITERATURE HANDOUTS .32MAIL.32DOOR TO DOOR .32PHONING .33VISIBILITY .33ENDORSEMENTS .34COFFEES .34FRIENDS OF A FRIEND .34PRESET EVENTS .34CREATED EVENTS.35EARNED MEDIA - THE PRESS.35PAID MEDIA - TELEVISION, RADIO AND NEWSPAPER ADVERTISEMENTS .36INTERNET WEB PAGES.36COMBINING VARIOUS METHODS .37WORKSHEET 9: DETERMINING WHICH VOTER CONTACT METHODS TO USE .37CREATING CAMPAIGN LITERATURE .38SINGLE TOPIC .38ACTION PHOTOS.38HEADLINES .39BULLETED POINTS .39BE SPECIFIC .39BREVITY.39COMMON LANGUAGE.39STAY ON MESSAGE .39STEP SIX: MAKING IT HAPPEN .40THE ROLE OF THE CANDIDATE.40THE ROLE OF THE CAMPAIGN MANAGER.40CAMPAIGN PROFESSIONALS .40CAMPAIGN STRUCTURE.41VOLUNTEERS (PEOPLE).42WORKSHEET 10: BUDGETING VOLUNTEERS .43SCHEDULING AND CALENDAR (TIME) .43WORKSHEET 11: CALENDAR.44WORKSHEET 12: TIMELINE.44COMPUTERS .46Page 4 of 98
POLITICAL CAMPAIGN PLANNING MANUALTHE COORDINATED CAMPAIGN - WORKING WITH YOUR PARTY .46MESSAGE AND INFORMATION .47MATERIAL DESIGN .47NATIONAL MATERIALS.47PRESS.47VISITS.47ENDORSEMENTS .
consultants have used in Russia and the countries of the former Soviet Union since 1992. I have kept the format of the past manuals and referred to them for guidance in putting this manual together. I have expanded the areas that I thought needed more explanation and have added a number of worksheets to aid in the planning process.
paign and campaign plan, let us first consider an essential prerequisite planning guidance. The assertion that campaign planning has become a lost art is con firmed when one reviews current campaign planning doctrine and proce dures. The problem is that campaign plans are not an integral part of the joint planning process.
POLITICAL CAMPAIGN PLANNING MANUAL Page 8 of 105 INTRODUCTION A political campaign can be an exciting experience. A great deal will happen between now and Election Day and with a little forethought and planning, you can be prepared for all the twists and turns and, in many cases, control the situation.
on the campaign planning and evaluation process, especially in an international context. Campaign planning could be assumed to play a significant role in the campaign's success, which is why it would be important to have well-establish guidelines for campaign planning. Also, if the impact and value of the investments made in viral
Colorado Campaign and Political Finance Manual 2 P a g e Using the Campaign and Political Finance (CPF) Manual This manual provides guidelines and helpful tips for compliance with the law.
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5. RECORD CUSTOMIZED SETTINGS The customized setting for this ECU will be lost during the Calibration update. It will be necessary to . 3rd Campaign C 4th Campaign D 5th Campaign E 27th Campaign 1 28th Campaign 2 Etc. Current Campaign Le
Each campaign has its own Campaign card, which includes details on how to play that campaign. Players will track informa-tion and score the campaign on a Campaign Log. 15.1 Basic Game Concepts Certain Dogfight game concepts affect aircraft and Missions slightly differently in a Campaign Game. 15.1.1 Leaders and Wingmen
www.pure360.com 5 Salesforce Integration Installer Guide 4) From the Campaign Layout menu, select Related Lists 5) Under Related Lists select and drag the Campaign Events item to the required position 6) Once the item is in place click Save 7) Campaign Events should now be available in your Campaign view Campaign Event Responses 1) Follow the same process to add Campaign Event Responses into .
