Sample Campaign Template

 

 

I. Electoral Environment & Political Landscape

  • District Geography & Demographics
  • Current Political Representation & Last Margin(s) of Victory
  • Key Local, Legislative, Statewide & Federal Races
  • Voter Registration by Party & Voter Turnout in Recent Elections
  • Historical Party Performance
  • Salient Local Issues

 

II. Targeting

  • Brief Strategic Summary
  • Total Expected Vote & Vote Goal
  • Number & Description of Expected Base Voters / % of Vote Goal
  • Number & Description of Expected Swing Voters / % of Vote Goal
  • Opponent’s Expected Base Voters
  • District & Precinct-by-Precinct Party Performance
  • ¨Persuasion Percent, Persuasion Index & GOTV Index

 

III. Voter Contact

  • Brief Strategic Summary
  • Door Knocking Universe Description & Number of Households
  • Daily Door Knocking Goals
  • Precinct Prioritization
  • Candidate & Volunteer Walk Plan
  • Direct Mail Universe, Planned Hits & Timeline
  • Phone Bank Universe, Planned Hits & Timeline
  • Literature Drops & Visibility

 

IV. GOTV

  • Brief Strategic Summary
  • Absentee Ballot Program/Strategy
  • Vote by Mail
  • Phone Banking
  • Assistance from Outside Organizations
  • Poll Workers
  • Flushers
  • Rides to the Polls

 

V. Message

  • Brief Strategic Summary
  • Overarching Campaign Message
  • Position Statements on Salient Issues
  • Plans for Polling/Message Testing
  • Message Dissemination Strategies
  • Stump Speech

 

VI. Earned Media

  • Brief Strategic Summary
  • List of Local Media Outlets & Key Reporters
  • Planned Press & Visibility Events
  • Outreach to Reporters, Editorial Boards & Specialty Press
  • List of Surrogates & Surrogate Activities

 

VII. Paid Media

  • Brief Strategic Summary
  • Outlets, Timing, Amount & Cost of Planned Media Buys
  • Visibility Materials
  • Internet

 

VIII. Research

  • Brief Strategic Summary
  • Fact Sheets on Self & Opponent
  • Plans for Use of Polling/Focus Groups

 

IX. Fundraising

  • Brief Strategic Summary
  • Finance Committee
  • Planned Fundraising Strategies
  • Candidate Call, Event, Mail, Web, House Party, Individual & PAC Goals

 

X. Budget

  • Voter Contact
  • Earned Media
  • Paid Media
  • Fundraising
  • Technology
  • Visibility
  • Research
  • Staff
  • Overhead

 

XI. Candidate Schedule

  • Brief Strategic Summary
  • Campaign Phases
  • Goals for Daily Fundraising Calls & Door Knocking
  • Personal & Professional Parameters
  • Use of Spouse & Surrogates

 

XII. Staff & Volunteers

  • Brief Strategic Summary
  • Positions, Job Descriptions & Hiring Timeline for Key Staff
  • Recruitment & Utilization of Volunteers
  • Organizational Flow Chart
  • Volunteer Appreciation

 

XIII. Systems Development

  • Brief Strategic Summary
  • Scheduling Systems
  • Fundraising & Financial Systems
  • Press & Vetting Systems
  • Field Tracking Systems
  • Volunteer Management Systems

 

XIV. Timeline

  • Political Dates & Deadlines
  • Dates & Events of Local Importance
  • Holidays & Dates of Personal Interest
  • Voter Contact, Fundraising & Media Benchmarks
  • Proposed Media & Fundraising Event Dates