1. www.KarakoyunStrategies.com

2. 

4. Math
• Determine how many votes to win
Targeting
• Determine where those votes will come
from
Voter
contact
• Persuade that many voters to vote for you
and ensure that many supporters vote

5. Mobilize
voters
Persuade
undecided
Change the
electorate
Do some
combination

6. CAMPAIGN PLAN:
A campaign plan is a
written document
that contains all of
the strategies, tactics
and activities that will
drive your campaign.
A campaign plan
defines the priorities
of your campaign and
outlines why, what,
how and when you
are doing things, and
what those things will
cost.
Roadmap to Success

7.  Written
 Flexible
 Explainable
 Takes nothing for granted and includes the obvious
 Based on research
 Has clear goals and objectives
 Links targets + message + voter contact
 Has a timeline, clear responsibilities and a budget

8. If it’s not
WRITTEN
DOWN, the
plan does
not exist.
Golden Rule

9. 1) Research &Vote Goals
2) Campaign Message
3) Communications Strategy
4) Message testing
5) Finance plan
6) Turnout and election monitoring

10. 
The Building Blocks ofYour Strategy

11.  Know the candidate
 Who are they, why are they running?
 Who do they represent ?
 External Environment
 Who are the voters?
 What are the “hot” issues/problems?
 What is your local political environment?
 KnowYour District's Election History
 Get intoYour Opponents Shoes

12.  Determine a vote goal
 Path to victory
 Set the other goals you hope to achieve
 Path to long term success
 Build a strategy to attain your goal(s)
 Identify your targets

14.  Proportional Representation makes votes to win calculation
more complicated
 But the tactics are similar:
 Do we more efficiently increase our numbers by trying to
turnout our base or persuading undecided voters?
 Are there certain geographical areas that are more
receptive than others?
 Are there certain demographic groups that are more
receptive?

16.  Research determines where you put your
people and how you spend time &
money.
 Research drives your message.
 Research builds confidence in your
strategy.
Without research, you’re just guessing

17. 1) Election rules
2) Characteristics of the district
3) Characteristics of the voters

18. 4) Past elections
5) Main factors affecting this election
6)Your candidate(s)
7)Viable opponents

19. Universe
of likely supporters
“Saints”
Base
supporters
“Those who can
be saved”
Both sides will
pursue them
“Sinners”
You will never
have these
supporters

20. • Who are my main group
of supporters?
• How many persuadable
voters are there?
• Where do they live?
• How do I reach them?
• Do persuadable voters
care about different
issues than my
supporters?

21.  “Patterns of Life”: major employers, population centers,
commuting patterns, gathering places, community events
 Political landscape: Important political players, strength
of other political parties, influential families, civic and
business leaders;
 Who are your opinion leaders, your “influential 10%”
 Media: Where voters get information, gathering places,
religious centers, local media outlets, reporters?

23.  Geographic: population centers, urban/rural %
 Demographic: age groups, income levels, education
levels, main professions, religious or ethnic
backgrounds..

24. 
VotingTrends from 2009

25.  The turnout was 43%
 Significant increase in turnout in eight countries
 Very little change in eight others
 Very sharp fall in the 11 others

26.  Slightly fewer women vote than men voted
 42% compared to 44%
 Fewer young people than elderly people
 71% of 18-24 year olds did not vote
 Fewer unemployed people than senior managers
 Fewer early school leavers than graduates
 Slightly fewer city dwellers than inhabitants of rural areas
 Political affiliation
 59% of centre did not vote
 61% of right did, 20 point difference in turnout
 Attachment to the EU resulted in only a nine point difference

27.  Hardest groups to mobilize:
 left school before the age of 16
 are unpoliticised
 have difficulty in making ends meet at the end
of the month
 Need more advance time, more resources
and more targeted persuasive messaging

29. Ignore them,
but how to
identify?
65% of drop
off combined

31.  67% of Europeans remembered having seen a
television or print media campaign
encouraging them to vote.

32.  Half of voters said they always vote the same way.
 Party loyalists
 One-third early deciders.
 If election programs begin only in the final weeks,
does this influence voter choice?

33.  Reasons directly linked to the European Union are
not among the main reasons to vote, or not vote (in
2009)
 Voters who turned out did so first and foremost to
fulfil their duty as citizens, ahead of strictly political
or European motivations.
 A little under a quarter of voters said they voted to
support a political party to which they felt close.