How to Plan and Execute a Political Campaign. Step 3

How to Plan and Execute a Political Campaign. Step 3


In a recent video I mentioned there are four
key pillars of a political campaign. Your campaign message, how you execute it,
your strategy and how you outsmart your opponent. Today we’ll discuss your strategy. The way you are going to roll out your message. Think of your strategy as a movie. It has a beginning. An end. A story line. A logical sequence. Otherwise the movie makes no sense. You may have a great bio, a compelling narrative,
popular issue positions, values in perfect sync with the voters, but if you don’t reveal
those to voters in a manner they can easily comprehend, they’ll never
understand you or your message. As you begin to plot your rollout…your strategy
for what you are going to say, how and when you are going to say it, look
at all the advertising tools at your disposal, select one that you will use as
your primary tool, then use the others to supplement and support it. The best way to show you this is by example. Example: Congressional Primary. Urban Jurisdiction In a recent primary in New York, an underfunded
candidate challenged a 10 term member of Congress in a democratic primary. She looked at all of her options and decided
that the only tools she could afford to use were social media, a website, text
messages and volunteer phone calls. She produced a very compelling video that
had all the elements of her message, her biography, story, values, and issue positions. She then used social media to
share it and drive people to her website, where many volunteered their email
address and phone number. They were then contacted by volunteers. The strategy worked. Her video was viewed two million times. She won the
election, despite being outspent 18-1. Example: Race for Judge. Suburban Jurisdiction Two years ago in a race in a suburban district
we concluded that cable television viewership had become too fragmented
to be of much value. We instead used mail as our lead tool, a sequence
of mail pieces sent to a broad audience to reveal the candidate’s biography,
her story, her qualifications, her work on behalf of children, the elderly
and the poor. We then used internet ads to supplement and
highlight information contained in the mail pieces to highly targeted niche audiences. Volunteers were used to knock on doors and
make phone calls in key geographic areas. She was the only candidate in a four way race
who used this strategy. She won a
landslide victory. Example: Race for Town Supervisor. Rural Jurisdiction In a recent campaign in a small, tight knit
rural district, we used newspaper ads, for it happened to be a community with a very
well read local newspaper. We used the ads to highlight the accomplishments
of a long serving incumbent who faced a very spirited challenge from a well financed opponent. We supplemented the newspaper ads with persuasion
mail to reach certain niche audiences. His volunteers knocked on doors and made phone
calls. He won a comfortable victory in an anti-incumbent
year. I am not sharing these examples to suggest
they are just right for you. I share them
to illustrate a point. There is no one size fits all campaign strategy
that is right for every candidate in everyjurisdiction. Your strategy is unique to you, unique to
your jurisdiction, your resources, where and how voters get their information,
the political environment, the demographics of the voters you must have
to win, the opponent you face. Any professional help you hire should be factoring
in all of these as they construct your strategy. If you’d like some help in your campaign,
please visit my website at JayTownsend.com I’m Jay Townsend

2 thoughts on “How to Plan and Execute a Political Campaign. Step 3

  1. Isn't great video I really like the idea of how you're talking about the message there's actually one campaign video I've been seeing on TV in my area then I'm wondering if you have ever seen her campaign videos cuz I think they're really good and I really love your opinion she is Abigail spanberger a democratic Challenger in the Virginia 7th congressional district and her commercial seem to be dead on and I was wondering what your opinion is on

  2. Mr. Townsend, it is great that you put this up and I appreciate the fact that you are staying current and not someone still pitching themselves on their laurels from 20 years ago. While I am nowhere near able to afford your services, I hope that at some point I, and other people like me wanting to represent our American neighbors and serve the public, will be able to harness your expertise. Thank you for your continued efforts.

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