Basic Training

Like a political campaign itself, the training is presented in two phases: preparation and execution. As Benjamin Franklin said, “If you fail to plan, you are planning to fail!” The first phase helps you ensure that you’ve asked and answered all of the important questions and put together a winning plan for your campaign. The execution phase covers all of the specific tactics you’ll use to get yourself elected and/or re-elected.

Preparation

“Every battle is won before it is fought.”

Orientation

The first training module is an orientation that provides context for the course and explains how the training is structured. The most important point is to understand that the entire training course should be completed before your campaign begins, if possible!

Module 1: Considering a Run?

This is a pre-flight checklist, if you will, to make sure all systems are “go” before you begin.

• About the office
• About your core network
• Time commitment
• Finances

Module 2: Campaign Structure & Organization

Before delving into the nitty-gritty, we need to explain some key concepts and terminology for political campaigns.

• Campaign organization
• Building a database
• Finances
  • Fundraising
  • Budgeting
• Communications
  • External
  • Internal

Module 3: Exploratory Phase

This is the final checklist before you start building out your campaign strategy or team.

• Issue profile
• Political environment
• Local campaign finance laws
• Knowing your strengths

Module 4: Pre-announcement

Now is where the fun begins! You never get a second chance to make a first impression, so this module aims to prepare you for success.

• Branding and messaging
• Budget
• Goals
  • Fundraising
  • Vote targets
• Infrastructure
  • Website
  • Payment processing
  • Telephone
  • Collateral
  • Staff
• Systems and processes
• Using a database
• Elevator pitch
• Refine your stump speech
• Announcement strategy

Execution

“Tactics without strategy is the noise before defeat. Strategy without tactics is the slowest route to victory.”

Module 5: Announcement Day

You’ve done all of your homework, so now it’s time to commit and launch your campaign.

• Review checklists
• Prepare for success
• Letters to the editor
• Outreach
  • Email blast
  • Press releases
• Picture and video
• Preparing for negativity

Module 6: Campaign Components

This module presents the real meat of a campaign and provides priceless advice that will save you money and improve your outcomes.

• Infrastructure
  • Yard signs
  • Marketing collateral
  • Campaign Roles
  • Volunteer guidelines
  • Lists (voters, leaders, influencers, press, coalitions)
• Communications
• The Digital Campaign
  • Paid advertising
  • Social media
• Campaign Finance
• Branding and messaging
  • Priorities
  • Style
  • Timeline
  • Policy
• Paid Media
• Earned media
• Phone-call time
• Fundraising
• Milestones
• Campaign Calendar

Module 7: Growing Support

Now your campaign is in the home stretch and it’s a matter of continuing to expand the reach of your campaign.

• Grass Tops
  • Coalitions
  • Surrogates
• Grass Roots
  • Phone
  • Door to door
  • Visibility
  • Prospecting
  • Events