Campaign plan overview

So you have made the decision and commitment to run for office, you have completed a self-analysis and reviewed the political landscape. It’s now time to put together all the components required to have a successful campaign.

 

What should your campaign plan include?


Compliance filing and reporting

• Nomination papers
• Filing fees
• Deadlines
• Other regulatory requirements

Finance

• Tracking expenses and revenue, reporting
• Fundraising – no money no campaign
• Campaign budget

Research

• The district
• The voters
• Past elections
• Political landscape
• Opponents

Campaign strategic/message plan-voter contact plan/Identify the vote and GOTV

• Local issues
• Opponents position on issues
• Identifying the vote
• Door to door –where/when and with whom
• Call centre – volunteer’s vs paid or combination
• Social media
• Direct marketing – targeting by geographic/demographic and history vote data
• Signage
• Press – knowledge of the local media
• Public speaking – local community group events and debates
• Field operations – local community leaders and organizations
• GOTV – elections day is all about your plan and execution of “getting out the vote”

Campaign Staff

• Official agent
• Campaign manager
• Finance manager/treasurer
• Fundraising co-ordinator
• Communications and PR professional
• Advisors
• Field manager – field captains
• Technology/IT manager
• Volunteers – the heartbeat of your campaign

Campaign Management tools required.

• Office location
• Phones/phone bank
• IT info structure – computers/printer/copier
• Financial software
• Voters list database software solution
• Contact management

Compliance filing and reporting:

Each jurisdiction and each level of government has its own legal requirements for candidacy. Review early to make sure all filing dates are met.

Eligibility to run: Residency requirements, age requirements, conflicts – work/leave of absence, any criminal record

Nomination papers, filing fees and date required – in some cases the filling fees are refundable if you meet a certain percent of the vote. Each jurisdiction also has its own rules regarding refunding of fees if withdrawing.

Campaign Finance

You are ultimately responsible for keeping track of all financial activities, depending on the level of your office it may be beyond your time ability to do this. It is important to hire/consult with an auditor or an accountant early in the process to setup a book keeping and accounting system that will meet all your fundraising and expense reporting needs.

Almost all campaigns will require submitting a campaign financial statement at some point in the campaign or after the event. We will further discuss campaign financing and reporting in a further post.

 

Next post – A more in-depth look at campaign finance, reporting and fundraising.

Starting Your Campaign - Step 1

(first in a series on The Campaign Playbook)

You've decided to run for office or you're working for a campaign. Before you jump in headfirst you must consider all the things necessary in being and supporting a great candidate. Ask yourself: Why do you want to be a candidate? What skills, knowledge, values, beliefs and abilities do you bring to the table? What draws you to public service?

Review your profile: Do you have a keen policy mind or are you a more goal oriented fundraiser? Strengths here can define a campaign's success, strategies and limitations. Every detail of your life is going to be under public scrutiny so it counts to be thorough and comprehensive. Start with your resume information, past associations, political activity and interests, medical history,, financial disclosures, and media profile. In short you need to review your entire personal history: cultural, familial, private, public, education, volunteering, community activities and lifestyle. It is important throughout this process to be honest with yourself about your weaknesses, failings and past mistakes. Anything that has remained private and confidential is worth reviewing. Neglecting any information could prove disastrous if discovered by an opposing campaign. Expect anything you fail to dredge up will be fodder for your opponent's campaign strategy. Review all your relationships whether directly with yourself, spouse, family or friends.

Questions to ask yourself: Are there former teachers, advocates, clergy, organizers, planners, facility coordinators, business leaders and community members that are either valuable assets or liabilities? Do you have business network connections or associates who could be helpful in campaign fundraising? What sacrifices are you willing to make in your private life? Do you have investments, holdings or possible gifts that could be perceived as a conflict of interest? What values and attitudes do you hold and do any of these appeal to a particular voter or donor base? Do you have any particular policy interests and are they relevant to the office you are interested in holding? Are you more credible on some issues rather than others? How strong are your public speaking, debating, one-on-one and fundraising pitch skills? What did the last incumbent in office do? Did their policies create division within the community or are citizens satisfied with their approach? What community groups do you belong to and how are they perceived? Have you received media exposure for your work or community activities? Have there been newspaper editorials written about you? Do you have large name recognition in the district or riding? Are online, radio and television ads warranted? Did you previously hold any office? What was your voting record?

Ask similar questions and draw a contrast with your opponent(s): What did the last incumbent do? Are voters looking for a change? Were they voters satisfied with their approach? Scan local and regional newspapers and blogs daily in the jurisdiction: If there are two sides to each story which side is the opponent on? Who benefits from their position (follow the money)? Is it worth considering alternatives? Could the community be better served with a different policy? What are your opponent's policy positions? Where do they fit in the jurisdiction's political landscape? Were they previous party executives, incumbents or independent? Which business and community interests do they support? Are there outstanding issues in the community which need to be addressed or have been delayed? Who are the players: party presidents, riding association members, community leaders, business connections, media professionals, civic leaders, anyone else who could be considered a leader or consensus maker? Who supports your opposition?

These types of questions are critical in laying the groundwork for an effective campaign. In doing diligent research, self-examination and strategy you may discover critical information that may have otherwise been overlooked or otherwise under-appreciated. Get ready for the long road ahead and prepare for victory.