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    A Comparative Presentation: Presented By: Doug Kaplan, President Gravis Marketing On Behalf of

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    Gravis
    This document provides an overview of the key differences between large and small political campaigns. Large campaigns, such as presidential or Senate races, require millions of dollars and rely heavily on broadcast and digital advertising to reach a widespread audience. In contrast, small local campaigns have budgets under $100,000 and depend more on direct mail, digital outreach, and grassroots efforts given their more limited geographic focus. The document also outlines best practices for running effective campaigns, such as developing strategies and tactics, conducting opposition research, identifying key voter issues, and assembling a campaign team.

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    A Comparative Presentation: Presented By: Doug Kaplan, President Gravis Marketing On Behalf of

    Uploaded by

    Gravis
    112 views22 pages
    This document provides an overview of the key differences between large and small political campaigns. Large campaigns, such as presidential or Senate races, require millions of dollars and rely heavily on broadcast and digital advertising to reach a widespread audience. In contrast, small local campaigns have budgets under $100,000 and depend more on direct mail, digital outreach, and grassroots efforts given their more limited geographic focus. The document also outlines best practices for running effective campaigns, such as developing strategies and tactics, conducting opposition research, identifying key voter issues, and assembling a campaign team.

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    This document provides an overview of the key differences between large and small political campaigns. Large campaigns, such as presidential or Senate races, require millions of dollars and rely heavily on broadcast and digital advertising to reach a widespread audience. In contrast, small local campaigns have budgets under $100,000 and depend more on direct mail, digital outreach, and grassroots efforts given their more limited geographic focus. The document also outlines best practices for running effective campaigns, such as developing strategies and tactics, conducting opposition research, identifying key voter issues, and assembling a campaign team.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    112 views22 pages

    A Comparative Presentation: Presented By: Doug Kaplan, President Gravis Marketing On Behalf of

    Uploaded by

    Gravis
    This document provides an overview of the key differences between large and small political campaigns. Large campaigns, such as presidential or Senate races, require millions of dollars and rely heavily on broadcast and digital advertising to reach a widespread audience. In contrast, small local campaigns have budgets under $100,000 and depend more on direct mail, digital outreach, and grassroots efforts given their more limited geographic focus. The document also outlines best practices for running effective campaigns, such as developing strategies and tactics, conducting opposition research, identifying key voter issues, and assembling a campaign team.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 22

    Large Scale

    Campaigns
    vs.
    Local Campaigns
    A COMPARATIVE PRESENTATION

    Presented by:
    Doug Kaplan, President
    Gravis Marketing

    On behalf of:

    How large and small campaigns


    are similar
    COMMON NEEDS
    Candidate
    Planning
    Money
    Time
    Information
    People
    Targeting

    The differences are in the


    application
    LARGE CAMPAIGNS
    Money
    Presidential race - >$100
    million
    U.S. Senate race - >$20 million
    Congress - >$1 million
    Media
    Heavy on broadcast media
    High-end digital
    Direct Mail

    SMALL CAMPAIGNS
    Money
    Legislative - <$100,000
    County wide - <$100,000
    Local - <$50,000
    Media
    Direct Mail
    Digital
    Reliance on grassroots

    Difference 1: Audience
    TARGETING

    Large campaigns use broadcast and mass media because their audience spans
    footprint of the media outlet.
    Small campaigns are often only a segment of the broadcast outlet, so resources
    are often wasted if spent on mass media.

    Large campaigns can operate efficiently (dollar spent to voter


    reached) often through mass media.
    More local campaigns can achieve efficiency through targeted media
    (dollar spent per voter reached).

    Difference 2: Money
    Large campaigns must raise
    more money to reach a
    larger audience, but large
    campaign also have more
    prospects.
    Small campaigns have fewer
    prospects, receive generally
    less attention, but also have
    a much smaller audience.

    Should I hire a professional?


    Consultants can:
    Make detached decisions based more on strategy
    than emotion
    Professionals can be the difference between winning
    and losing by virtue of their experience
    Professionals can pay for themselves based on
    making sound financial decisions for campaigns
    Professionals have years of experience and know how
    to PLAN!
    Hiring a professional allows you to build a strategy
    rather than relying on loose tactics

    Strategies vs. Tactics


    Which of these is a strategy?
    A. Moving a chess piece on a chess board
    B. Football play book
    C. Placing yard signs in a community for a
    campaign
    D. Holding a press Conference
    E. All of the above
    F. None of the above

    Answer: F. None of the above

    Strategy n. (strat-uh-jee)
    The discipline or art of evaluating a
    situation and employing the methods
    necessary to achieve a defined goal.
    In politics, a strategy would be a campaign
    plan.

    Getting Started
    You have decided to run
    for office.
    Before you do, there are a
    few questions you should
    ask yourself.

    Why am I running
    for office?
    For what office am I
    running, and what are its
    qualifications and duties?
    How much will I
    spend, and how much
    will I contribute?

    OPPOSITION RESEARCH
    A campaign MUST learn as much about
    the opponent(s) as possible.
    Leave no stone unturned. Everything is
    important:
    Where does the opponent get their money?
    Criminal record
    Voting Record
    Family
    Religion
    Community Activities
    Anything Accessible

    AND a campaign MUST conduct the same


    level of research on its own candidate.

    Doing the Detective Work


    Opposition Research

    GET THE DATA!

    Election voting history


    Legislative voting history
    Employment files
    Campaign Finance Reports
    Financial Disclosure Forms
    Video/photos
    Court records
    Property records
    Anything that public record
    Video tracking

    The Strengths vs. Weaknesses Matrix


    SELF
    Strengths
    Young
    No voting
    record

    Weaknesses
    No legislative
    experience

    Catholic

    First time on
    ballot

    Republican

    Unmarried

    Matched
    opponent on
    fundraising

    Male vs.
    female
    Not as much
    access to
    money

    OPPONENT
    Strengths

    Weaknesses

    Female

    Voting record

    Incumbent with
    experience

    Support of
    current Speaker

    Catholic
    Popular last
    name

    Other family
    members in
    politics

    Will have union


    money

    Year favors
    conservatives

    Doing the Detective Work


    Information About the District
    Voter history in district
    Look at similar elections
    Look at similar years

    Campaign finance reports of


    others who ran for same office
    List Communities in district
    and leaders
    Employers, civic orgs., etc.

    GET THE DATA!

    Numbers: Using Data to Win


    People === Numbers
    How likely are they to vote?
    How likely are they to vote for your client?

    Use History as a guide for the Future


    How did previous candidates fare (by precinct)?
    Calculate universes (Persuadables, Base, GOTV)
    ALWAYS track data. Count votes per precinct so you know how
    many you still have to get

    Doing the Detective Work


    Identify the Issues

    Minutes or records of meetings


    News stories and opinion-editorials
    Polling
    Door-to-door
    Direct mail surveys
    Kitchen Cabinet input
    Social Media Buzz
    Local News Web Sites
    Talk Radio

    GET THE DATA!

    Finding the RIGHT Message


    My Strengths

    Issues voters
    care about

    Opponents
    Weaknesses

    The Holy Grail of


    Message!

    Building Databases
    Target Universe
    Donor Database
    Volunteer Database
    Sign Database
    Supporter Database
    Opponent Database
    E-Mail Database
    Social Media Database

    Assembling Your Team


    Kitchen Cabinet
    Campaign Staff
    Volunteers (you)
    Financial Supporters
    Letterhead Names
    Coalitions

    4 Finite Assets of Campaigns


    Time
    Information
    Money
    People

    Timing Is Everything
    You cant run a campaign that finishes after Election Day
    Along with finding the right message, you have to know
    how to use it (through the proper use of media) and
    when.
    Building a campaign timeline is essential for success!

    Rules of Thumb for the Timeline


    Start on Election Day and work backwards
    Decide when you want something to happen,
    and move backwards on calendar the needed
    time to begin it
    Most assets will be spent towards end of
    campaign not the beginning
    All major events should appear on timeline
    (fundraisers, direct mail, television, door-todoor, phone calls, social media campaigns, emails etc.)

    Putting It All Together


    A campaign plan will generally have the following
    components:
    Budget
    Timeline
    Overview of district
    Opposition research (self and opponent)
    Issues research
    Tactical Briefs (what media and grassroots efforts will be
    executed)
    Listing of assets, team members and databases

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