Down–Ballot Winner:
The Definitive Guide to Local Campaigning
Part Three Overview: Chapters 1 - 14
THE CAMPAIGN
With the help of Sections One and Two, your campaign preparations have been underway for the past year plus. You have a detailed campaign plan, one supported by a realistic and growing budget funded by contributions from contacts made in person and online. You have a campaign slogan and message, and people are expressing interest in volunteering their time and talent.
You have reached out to community leaders for their support and endorsements, and you have an active, engaging Website up and are spreading the word through social media. You know the positions of potential opponents as well as their backgrounds, and you grasp government reporting requirements. Most of all, you understand how to get your name on the ballot. Now put that preparation to work in Section Three.
For best results first read it through from beginning to end. Then tackle each chapter as a stand-alone project. Note taking is advised. Once finished, ask yourself: How does the material in this Section apply to what I face in my campaign? By answering that one question carefully, you leave no stone unturned.
Chapter 1, Candidate Announcement
Learn to compose a candidate announcement so clever and clear that media find it inviting and easy to cover. It makes your candidacy official. With it comes the fact that what you do and/or say now helps or hinders you on Election Day.
Chapters 2 - 4, Press Relations; Press Releases; Letters to the Editor
From local print media and general press relations, to press releases that get noticed, to good press through positive letters to the editor, apply what you learn in these three chapters to increase chances of positive, free coverage from local weekly newspapers.
Chapter 5, Paid Newspaper Advertising
Buying print advertising in a local weekly newspaper remains an option. Details on what effective ads must include and how to budget for them are offered along with examples.
Chapter 6, Voter Guides
Though they never win the election for you, voter guides have great value. Government sponsored ones present opportunities to get your message to voters at no cost. Samples are provided as well as a check list for helping you compose a concise message that stays within word limits. With voter guides, deadlines often are tight. Miss one and you miss out, so always submit timely copy to them. Free publicity cannot be beat.
Chapter 7, Campaign Brochure
Discussed are promotional pieces like print brochures and post cards sent by campaigns via bulk mail. Planning mailings, locating a graphic artist and printer, and learning postal requirements are also discussed. Effective layouts, colors, and graphics are discussed and supported by examples. To help with timing, a sample reverse calendar is included for adjusting to your election schedule.
Chapter 8, Campaign Yard Signs
Beginning with budgeting for the most visible promotional piece of a campaign, the yard sign, this chapter offers sample logo designs, layouts, and color combinations. Card stock is contrasted with plastic. Complying with local and state specifications for where and when to place signs is discussed as well as avoiding sign wars, even if your opponent starts one. Photos of yard signs that fall short are included.
Chapter 9, Meeting Voters at Home
Serious political candidates go out and meet the people in many settings, the most basic of which is block walking and knocking on voters’ doors. Learn how to target certain precincts, how cultivating neighborhood opinion leaders benefits you, and why walking with digital or paper lists and maps is best.
Rank people by voting frequency, demographics, party affiliation, and other telling indicators. Discover simple tips for developing confident volunteers who join you block walking. And learn strategies to increase efficiency and effectiveness so you and your volunteers meet the most voters in the shortest time, without sacrificing sincerity.
Chapter 10, Meeting Voters at Community Events
Participating in events like July 4th parades or waving your yard signs at stadium entrances for local high school football games, is discussed. As for candidate events, most local communities provide occasions for the public to meet and question local candidates.
Chapter 11, Meeting Voters at Candidate Events
Toastmasters International teaches that effective presentations have an opening, body, and close. And that applies to candidates whether they speak with voters at their front doors or present before large audiences. With the help of what you learn here, the thought of speaking at candidate events is not intimidating because you know how to prepare well to do well.
Chapter 12, Create Buzz Get Noticed
Cut through the marketing clutter of other political campaigns and project your candidacy so persuasively that the media cover issues important to you. Presented also are methods for getting your name before the public.
Chapter 13, Volunteers: the Life Blood of Your Campaign
In any political campaign, the candidate seldom can do it all. Most depend on volunteers to pick up the slack when it comes to getting their messages out to voters. Learn how to attract volunteers, keep them motivated, and gain the most advantage from their efforts.
Chapter 14, Getting Voters to Vote
Competing demands can rank voting low on voters’ priority lists. The right person for the job is you, but if most people fail to vote your way, you lose. Learn targeting for early, absentee, poll, and mail-in voting as well as strategies for door-to-door canvassing and phoning during the critical days before poll or all-mail-in elections. Simple scripts for phoning and door knocking are provided. Learn about automated dialing and direct mailing to early and absentee voters. And discover final maneuvers to deploy the day before and on Election Day.