Next Generation2

Next Generation 2010

Campaigning Morgan McSweeney


May Election Day


• Write the letter/leaflet you

would like to deliver two weeks before

your election.• Think about,

achievements, reputation, opposition and future

Your May


Four years out in power


Four years out opposition


209 Days

2


Collecting Data


Remember the goal


Polling day


Ask the right questions


Polling day


Meet the candidate?


Meet the candidate


Building a rapport


Challenging without confrontation


Listening


1. Work with a partner2. Person A talks for two minutes about a really bad

day they’ve had3. Person B practices active listening whilst A speaks4. Swap roles and repeat steps 2 and 35. Give each other feedback on the exercise

Listening


Your narrative

Next Generation 2010 19

Audience


Key voters


What do they think?


Old paradigms

Basing an election campaign on voters’ social class is almost as daft as basing it on hair colour or shoe size. Today’s determinants of political triumph are values trust and competence.

Peter Kellner, YouGov 30th August 2010


Show home

Looking Good

Respected

Persona

Pleasure

Achievement

Visible Success

Material Wealth

Power

Healthy LifestyleLocal

Tolerant

Busy

Convenience

Bargain Hunter

Distracted

Speculate

Visible Ability

Sensitive

Good TimeHedonism

SpiritualismFun

Prudent

Impulsive Spender

Asocial

Romantic Love

Traditional Family

Budget BedlamControl Others

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Distant

Insular

Wrong ClothesIndulgent Diet

Safety

RulesComplacent

Reserved

Honesty

Money Casual

Skeptical

Irresolute

Be Satisfied

Socialist

Passivity

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Adaptable

Universalism

Equanimity

No Sweat

Openness

JusticeEquivalence

Feeling Good

Self Efficacy

Boldness

Artisan

Cheerful

ExhilarationAdventure

Novelty

Beauty

Listening

Sexual Awareness

Tao

Self-direction

Financial Morality

Unplanned

CreativityGlobal

Ozone Friendly

Inquisitive

New Family

Caring

Loyal

Benevolence

Self-choice

TV CasualNature

Shrewd

SolitaryBodily Ease

Constrained Spender

Price Conscious

Modest Unease

Car Casual

Propriety

Stimulation

Univeralism

Benevolence

Tradition

SecurityPower

Achievement

Hedonism

Stimulation

Self Direction

Conformity

What are their values


Can you reach them


Comprehension


Comprehension


Connection


Connection


Our Town is .... Our Town is ....

Credible


Credibility- What do your audience think of your enemy


Labour on opposition Labour on Labour

Opposition on oppositionOpposition on Labour

Establishing credibility?


Contagiousness


Contagiousness


Right message


Right audience


Right method


Look the part


Why you


Tools

Tory Keep Clapham Labour Keep Swimming Clapham Swimming


Local hero


What is going on?


Communication tools


Petitions


Word of mouth


Your turn

Documents

Next Generation2