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CAMPAIGN PLAN TEMPLATE
- 1. CAMPAIGN PLAN TEMPLATE DD/MM/YYYY Contributed by Alex Mazer. Except where otherwise noted, content in this document is licensed under a Creative Commons Attribution-NonCommercial (CC BY-NC) licence by the Open Democracy Project. Your Campaign Name
- 2. Campaign plan framework Organization Finance Operations Communications & policy Tools Performance management ▪ Roles, responsibilities, and capabilities ▪ Training, education, and learning ▪ Volunteer mobilization and deployment ▪ What are our goals and how do we manage performance against them? ▪ IT solutions ▪ Maps, data, analysis ▪ What does our ground game look like? (voter ID, GOTV, signs) Pillars Enablers ▪ What is the overarching plan? ▪ Who is our competition, what are they doing, and how will we differentiate? Strategy Community and stakeholder engagement ▪ What are we trying to accomplish and why? Purpose and core principles ▪ Fundraising ▪ Budget ▪ Cash flows ▪ Earned media ▪ Paid media ▪ Strategies for building name recognition ▪ Core messages ▪ Policy platform ▪ Policy learning process ▪ Who should we engage and how?
- 3. Purpose and core principles Aspiration Principles 1 2 4 I am running for City Council because... Purpose 3
- 4. Past election results in this area Last election Second Last election Third Last election STRATEGY
- 5. Demographics (e.g. census data) STRATEGY
- 6. Incumbent/opponent research STRATEGY Background ▪ Personal and family profile ▪ Education ▪ Professional background ▪ Election history ▪ Volunteer experience: Strengths Vulnerabilities
- 7. • Issue – Description • Issue – Description • Issue – Description PAST ELECTION DETAILS Key issues during past campaigns
- 8. Issue ● Point ● Point Issue ● Point ● Point Issue ● Point ● Point Issue ● Point ● Point Issue ● Point ● Point PAST ELECTION DETAILS Other issues raised and positions taken
- 9. High-level campaign strategy (How we are going to win) STRATEGY Describe key elements of the campaign strategy (bullet points)
- 10. Campaign launch! E-day! All hands on deck Build momentum and identify supporters Launch and fundraising The campaign will have [#] phases: STRATEGY Prepare Exploration MMDD YYYY MMDD YYYY MMDD YYYY MMDD YYYY MMDD YYYY MMDD YYYY Activities Target achieve- ments ▪ Activity ▪ Activity ▪ Etc. ▪ Target ▪ Tartet ▪ Etc. ▪ Activity ▪ Activity ▪ Etc. ▪ Target ▪ Tartet ▪ Etc. ▪ Activity ▪ Activity ▪ Etc. ▪ Target ▪ Tartet ▪ Etc. ▪ Activity ▪ Activity ▪ Etc. ▪ Target ▪ Tartet ▪ Etc. ▪ Activity ▪ Activity ▪ Etc. ▪ Target ▪ Tartet ▪ Etc.
- 11. Example - The three phases of campaign operations OPERATIONS Identification ▪ Determine a target number of votes to win, and supporters to identify ▪ Get lists (past municipal campaigns, other campaigns) ▪ Determine priority areas / polls to target based on lists, past election results, and other data analytics (e.g., demographic, geographic, etc.) ▪ Canvass (in-person, phone) beginning in [Month] and gather info about leanings and key issues ▪ Begin coffee parties (see Persuasion) early as a means of identification Persuasion ▪ Small coffee parties where candidate gets introduced to people’s friends / neighbours ▪ Three waves of campaign literature – Introduction (with endorsements) – Policy positions (with more endorsements) (both targeted and Ward-wide) – More endorsements ▪ Second canvass to reach out to persuadable undecided voters ▪ Aggressive, creative promotions including: – Lawn signs – Reflective bike stickers – Buttons – T-shirts – Yard waste bags – Tote / canvass shopping bags Get Out The Vote ▪ Dedicated GOTV chair whose reponsibilities include advance polls ▪ Promote advance polls ▪ Literature drop (i.e., door hangers) the night before E- day ▪ Offer rides to the polls – Is there a way to incorporate bikes here? 1 2 3
- 12. Digital strategy OPERATIONS Admin and Team Collaboration Tools Contact Management System(s) Social Media Platforms Web platform ▪ Content management: ▪ Donation processing: ▪ Email management:
- 13. Voter contact strategy VOTER CONTACT STRATEGY ▪ Number of votes needed to win: # ▪ Number of ID votes needed: # ▪ Number of core volunteers needed: # ▪ Number of casual volunteers: # ▪ Number of e-day volunteers: # ▪ Fundraising goal: $ Overall targets Ward map - priority areas to canvass Past election results map
- 14. Fundraising FINANCE Campaign finance facts ▪ Spending limit: ▪ Municipal program rebates: ▪ Donation restrictions: ▪ Other notes: Fundraising strategy ▪ Fundraising target: ▪ Timing: ▪ Size of donations: ▪ Events: Fundraising strategy Executing the strategy
- 15. Compare budget to incumbent and other past candidates FINANCE Raw mean Budget Comparisons Example:
- 16. Activity and status Deadline Responsible Pledges prior to launch Fundraising Events Fundraising workplan Individual Solicitations Target Compliance Planning FINANCE
- 17. M1 YYYY M2 YYYY M3 YYYY M4 YYYY M5 YYYY M6 YYYY M7 YYYY M8 YYYY M9 YYYY M10 YYYY M11 YYYY M12 YYYY Spend (month) Spend (cum) Raise (month) Raise (cum.) How/ What we are going to raise funds Who will raise the funds Overview of fundraising schedule FINANCE
- 18. 18 Options for number and size of donations FINANCE Option 1: mainly large Option 2: mix of large and small Option 3: over 50% small Number Amount Number Amount Number Amount Large ($750) Medium ($300) Small ($100) Very small ($25) Total
- 19. Example: Communications calendar and plan COMMUNICATIONS Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov YYYY Policy Camp- aign Other Driver What Comms vehicles What Comms vehicles What Comms vehicles Policy engagement process ▪ Community events / roundtables ▪ Blog posts ▪ Interactive website ▪ Google Hangout ▪ Op-eds ▪ E-blasts Generate and refine ideas around a set of priority themes Release policy ideas Release ideas / commitments associated with priority themes ▪ Short videos ▪ Short policy papers ▪ E-blasts ▪ Press releases ▪ Community events ▪ Media interviews Critique of issue X (TBD) Reinforce brand as.. ▪ Speech with PowerPoint presentation ▪ Multiple venues (local and City- Wide) Momentum Demonstrate positive momentum in the final months of the campaign ▪ Campaign rally / community event ▪ E-blasts ▪ Endorsements by major papers Show of strength Position the campaign and its team as... ▪ Release select campaign documents ▪ Invite media to attend campaign meeting Launch & candidate introduction ▪ Launch event ▪ Media interviews ▪ E-blast ▪ Launch website Op-eds 2-3 op-eds on select policy issues to gain profile on city issues ▪ Op-eds Item 1 Item 2 Release platform Roll-up of all policy ideas ▪ E-blast ▪ Press release ▪ Website ▪ Platform document ▪ Event?
- 20. Campaign themes COMMUNICATIONS & POLICY Problem statement Campaign theme Possible taglines
- 21. Website photos COMMUNICATIONS & POLICY Number Type Description Possible locations 1 2 3 4 5 6 7
- 22. Leading policy themes POLICY Leading policy themes Other policy themes/top issues facing the city 1 2 3
- 23. Community and stakeholder engagement – go-forward plan COMMUNITY & STAKEHOLDER ENGAGEMENT Who to engage? How to engage? Discussion: quickly brainstorm the top 10-20 stakeholders
- 24. Stakeholder engagement completed to date – and next steps STAKEHOLDER RELATIONS Key stakeholders engaged so far (city-wide and local) Next steps for stakeholder engagement Political figures ▪ BIAs ▪ Residents’ Associations ▪ Community Associations Representative bodies Culture communities Community-based organizations Businesses Labour Media (to be updated w media scan) Who can help make introductions? ▪ Schools ▪ Daycare ▪ Parents’ groups Schools/ childcare
- 25. Example 1: Organization chart: campaign roles and responsibilities ORGANIZATION Campaign leadership Operations Policy and external affairs Finance Voter mobilization Policy Communication s Stakeholder / community relations Key roles & responsibilities ▪ Fundraising – Traditional – Non- traditional ▪ Treasury / accounting ▪ Compliance ▪ Canvass coordination ▪ GOTV ▪ Signs ▪ Coffee parties ▪ Data management and analysis ▪ Policy research ▪ Opposition research ▪ Media relations ▪ Writing ▪ Social media / website ▪ Graphic design ▪ Photography ▪ Stakeholder outreach ▪ Stakeholder research ▪ Event planning Other operations ▪ Campaign office ▪ Child care ▪ Volunteer coordination ▪ Food / catering ▪ Entertainment & culture
- 26. Example 2: Organization chart ORGANIZATION
- 27. Appendix
- 28. Policy topic POLICY ISSUE TEMPLATE Current context Ideas from research/international scan ▪ List major ideas or initiatives identified that would address the problem. Include examples, links to help make future research easier Critical stakeholders & positions ▪ List current stakeholders, and where known, their positions on the issues ▪ Note if opponent has anything to say about this area ▪ List other stakeholders who are affected by or might be interested in this policy area Suggested next steps ▪ Note if any are required (e.g., more research will be required to understand X legislation; Candidate should meet with Y on this issue) ▪ Make notes on the state of the issue today (e.g., the nature of the problem, any current legislation or policy discussion) Local relevance ▪ Make notes on the state of the issue in the Ward and/or implications for the Ward. Be as specific as you can. Proposed position for Candidate ▪ Note what you think the candidate should say on this issue (don’t worry – these will all be reviewed!) and sense of priority (e.g., Candidate should be able to speak to this issue if asked but not top-of-mind for the ward; an emerging issue that could differentiate him from the opponent)
- 29. Stakeholder name STAKEHOLDER PROFILE TEMPLATE Organizational overview Mission: CEO/ED: Other senior mgrs: Annual budget: Date founded: Street address: Website: Twitter handle: FB page: Number of members/clients: Major programs & positions ▪ List organizations major programs with a brief description ▪ Identify any policy/advocacy positions taken (e.g., op-eds written, campaigns underway) Could be a supporter Looks friendly Unlikely to be supportive Board members (list names) ▪ Name One ▪ Name Two Upcoming events/announcements ▪ Note any relevant upcoming activity Key takeaways for candidate & campaign ▪ Note key takeaways and any ideas or implications of what your review told you (e.g., Candidate should meet with Jane Smith as soon as possible to discuss X)