Description
Our training course includes 8 comprehensive modules:
- Considering a Run: This is a pre-flight checklist, if you will, to make sure all systems are “go” before you begin.
- Campaign Structure & Organization: Before delving into the nitty-gritty, we need to explain some key concepts and terminology for political campaigns.
- Exploratory Phase: This is the final checklist before you start building out your campaign strategy or team.
- 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.
- Announcement Day: You’ve done all of your homework, so now it’s time to commit and launch your campaign.
- Campaign Strategies, Priorities, & Tactics: This module presents the real meat of a campaign and provides priceless advice that will save you money and improve your outcomes.
- Growing Support: Now your campaign is in the home stretch and it’s a matter of continuing to expand the reach of your campaign.
- The Day After: Win or lose, you’ll want to be prepared for the outcome of your election efforts.
In addition to the video instruction, there 24 downloadable worksheets, templates, and ebooks.
Phase | Module | Name | Type |
---|---|---|---|
Planning | 01 - Considering a Run | Am I Ready to Run? | Worksheet |
Planning | 02 - Campaign Structure & Organization | Identify Key Supporters | Worksheet |
Planning | 02 - Campaign Structure & Organization | Sample Database | Template |
Planning | 02 - Campaign Structure & Organization | Sample Sign-in Sheet | Template |
Planning | 03 - Exploratory Phase | Know Your Strengths | Worksheet |
Planning | 03 - Exploratory Phase | Know Your Strengths- Self Evaluation | Worksheet |
Planning | 03 - Exploratory Phase | Local Leadership Identification | Worksheet |
Planning | 03 - Exploratory Phase | Issue Profile/Breakdown | Worksheet |
Planning | 04 - Pre-announcement | Sample Budget | Template |
Planning | 04 - Pre-announcement | Sample Press Release/ Draft Release | Template |
Planning | 04 - Pre-announcement | Sample Press List | Template |
Planning | 04 - Pre-announcement | Branding and Messaging | eBook |
Planning | 04 - Pre-announcement | Sample Calendar | Template |
Planning | 04 - Pre-announcement | Campaign Infrastructure | eBook |
Planning | 04 - Pre-announcement | Pre-announcement Checklist | Worksheet |
Planning | 04 - Pre-announcement | Sample announcement day email scripts | Template |
Execution | 05 - Announcement Day | Photography and Videography | eBook |
Execution | 06 - Campaign Strategies, Priorities, & Tactics | Digital Advertising | eBook |
Execution | 06 - Campaign Strategies, Priorities, & Tactics | Email Checklist | Worksheet |
Execution | 06 - Campaign Strategies, Priorities, & Tactics | Social Media Best Practices | eBook |
Execution | 06 - Campaign Strategies, Priorities, & Tactics | Fundraising Kit (fundraising letter, donation script) | eBook |
Execution | 07 - Growing Support | Telephone/ Walk Script | Template |
Execution | 07 - Growing Support | Event Checklist | Worksheet |
Execution | 07 - Growing Support | 72-hour Checklist | Worksheet |
Course Outline
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
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