Down–Ballot Winner:
The Definitive Guide to Local Campaigning
Part Two Overview Chapters 1 - 15
THE PREPARATION
Few people ever run for public office. So if you see yourself joining the state legislature, city or county council, school or water district board, or becoming a district judge, that vision sets you apart. As you move toward candidacy, build on what you learned in Section One as you take on Section Two.
Chapter 1, Run Your Campaign as a Start-up Business
Businesses and political campaigns are compared and contrasted. One markets products or services to potential customers; the other markets the candidate and message to potential voters.
Chapter 2, Marketing Yourself to Voters
But it is the campaign that must launch, spread its message, and thrive all before Election Day. The short time horizon dictates that no time is wasted swaying voters its way.
Chapter 3, Campaign Budget
All phases of campaign income and outgo get covered here.
Chapter 4, Campaign Plan
Learn to write and work a detailed campaign plan, similar to a business plan, which keeps everyone on track from start to finish. The plan guides tactical decisions concerning actions and expenses, which if made hastily, are easier because the plan supports them.
Chapter 5, Fund Raising
Just as in business, every political campaign requires money to operate, and that means financial contributions. Attract them through effective messaging. And learn to request contributions with confidence.
Chapter 6, Campaign Advertising
A desire to change or preserve the status quo drives publicity. Marketing campaigns employ effective strategies to target messages to specific audiences and so do political campaigns. Perception is everything, so fostering good and lasting feelings about the candidate is the objective.
Chapter 7, Campaign Consultants
What to look for in a paid consultant or manager, if one is needed, is discussed here.
Chapter 8, Loose Lips Sink Ships
Discover how easily offensive acts, off-color language let fly in person, in emails, or in videos, or phone conversations assumed private can go viral in a flash and create a crisis that can take down a candidate for good.
Chapter 9, Attracting Endorsements
Learn why endorsements matter as well as how to pursue and win them from private citizens, current and past elected officials, civic organizations, and political parties.
Chapter 10, Negative Campaigning
Sometimes candidates encounter negative politicking. Knowing how to safeguard against it is essential.
Chapter 11, Knowing Your Opponent
Learn how to go about educating yourself about your opponent by using public records, an essential task.
Chapter 12, Websites
Discover what makes an effective one as well as what to what to look for in a Web designer.
Chapter 13, Social Media
Selections for your campaign are suggested here.
Chapter 14, Government Reporting
While not fun, all candidates must comply with government financial reporting and disclosure requirements. Candidates who fail to comply do it at their peril.
Chapter 15, Getting on the Ballot
Section Two wraps up with methods for getting your name on the ballot, a fundamental legal requirement for all candidates. No exceptions.
With Section One and Two completed, move to Section Three, The Campaign.