Framing, Spreading and Planning the Message

Why the Message is Important

People get 1500 messages a day A person must be touched 8 times before

a message sinks in Gives people a reason to vote for you

General Rules

Message should be simple, concise, consistent and repeated often.

Never be afraid to be redundant.

Communications Plan

The blueprint for: • How you will reach your voters • What you will tell them • When it all will happen

Message Strategy

Who Is Going To Vote For You? Describe the coalition of voters you will

assemble. Describe the issues you will use to win

those voters. Discuss the contrasts you will draw

with your opponent. Identify some of the major programs your

campaign will undertake.

Message Planning (What you will tell them)

Three main parts • Who the candidate is• What the Candidate stands for and believes in• Why the candidate is a better choice than the

opponent

Who the candidate is

Biography • Family history• Personal History• Job/Professional information• Community service information • Other positive information that voters should

know about

What the Candidate stands for and believes in

Why I’m running/30 word statement. • Short summary of why you are running.

Should be positive and repeated often. Campaign Theme

• 3 words- (A New Beginning, Together We Can)

3 main issues Position Statement list

• Comprehensive list of the candidates positions on important issues

Why the candidate is a better choice than the Opponent

Contrast message Voters must be given a distinction between

candidates If voters do not see a difference between

candidates they will vote for the one who is more familiar.

Contrast Message Planning

OPPONENT’S FILE:• On the left side list all the negatives: voting

record, failure to pay taxes, scandals, etc. • On the right side list all the positives: strong

fundraiser, incumbent, approval rating, etc.CANDIDATE FILE:• Repeat Above Steps • You have to BE HONEST. Always understand

the obstacles and challenges you are going to have to face.

Message Grid -Leesburg Grid

Plot Key Differences Between You & Opponent Includes:

• What you think voters should know about you• What you think voters should know about opponent• What your opponent thinks voters should know about

you• What opponent thinks voters should know about

him/her

Message Grid -Leesburg Grid QUADRANT ONE: All the statements the

candidate will say about him/herself. QUADRANT TWO: List all the things you will

say about the opponent. QUADRANT THREE: The candidate lists all the

negative statements, traits, and dirt on him/herself-this is where you write down everything you expect your opponent to say about you.

QUADRANT FOUR: List all the statements your campaign expects your opponent to say about him/herself.

Spreading the Message(How you will reach them)

Three Categories • Paid Media • Earned Media• Grassroots activities

Paid Media Examples

Direct Voter Mail Radio Telephone Calls- Live and Automated Newspaper ads Internet

Earned Media Examples

Events Letters to the Editor News Releases Interviews- Radio, News Paper Debates, Forums Candidate Questioners Internet- you tube, website

Grassroots Examples

Door to Door Person to Person Volunteer Phone Calls Talk Stories Coffee Hours/meetings

Spreading the Message

Things to consider and plan for Earned Media• More effective is it is deliberate• Maximized with planning

Spreading the Message

Things to consider and plan for Paid Media• How much does each cost?• Which is the most effective in your district?• How much do we want to use of each?• What percentage of the Budget should be

used? General rule- 70% of a campaign budget should be

used on direct voter contact

Message Timeline(When it will happen)

Build a master timeline Things to consider

• Coordinate with other campaign activities • Consider costs- must coincide with

fundraising

Questions?