The Campaign Manager: Running and Winning Local Elections

By Catherine M. Shaw | Go to book overview

2
The Campaign Brochure.
In this chapter
Campaign Theme and Message Development
Polling
Brochure Development
ictures
Campaign Slogans
Logo
Layout

Campaign Theme and Message Development

Before you sit down to write a brochure, you must first develop a campaign theme and message. While political strategists use the words "theme" and "message" in different ways, sometimes interchangeably, for our purposes here, a "theme" covers the overarching issues that capture the spirit of the campaign, whereas a "message" is a single idea used to bring that theme to the voters.

By way of example, if you're working on a campaign to fund extracurricular activities for your school district that were eliminated because of budget cuts, your theme will likely include the individual programs to be reinstated, such as debate, sports, residency outdoor school (a camping trip designed to build community within school and faculty), and business clubs. Your message will center around the idea that it is no longer enough for students to have a 4.0 GPA if they want to get into a good college or land a better job; they must also be involved in after-school activities. Briefly, your message is "opportunity."

"Leaders are peo-
ple who step for-
ward, who influ-
ence thinking
and action. They
emerge to meet
the needs."
-- William Gore

In the presidential campaign of 1994, Bill Clinton's theme included environmental protection, lower crime rates, education, and universal health care, among other things. Each of the issues of the overall campaign the was conveyed to the American people through the message "It's the economy." For example: We need to

-17-

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The Campaign Manager: Running and Winning Local Elections
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Tables and Illustrations xi
  • Preface xv
  • How to Use This Handbook 1
  • 1 - The Campaign Team 5
  • 2 - The Campaign Brochure. 17
  • 3 - The Volunteer Organization 35
  • 4 - Fund-Raising 49
  • 5 - Lawn Signs 91
  • 6 - Precinct Analysis 99
  • 7 - Canvassing 125
  • 8 - Getting-Out-The-Vote (Gotv) 137
  • 9 - Direct Mail 159
  • 10 - Media 171
  • 11 - The Candidate 205
  • 12 - The Issue-Based Campaign 235
  • 13 - The Campaign Flowchart 249
  • 14 - After the Ball 255
  • Afterword 257
  • Appendix 1 - Forms for Photocopying 259
  • Appendix 2 - The State Initiative and Referendum Process 271
  • Appendix 3 - Directory of Campaign Web Sites and Other Resources 277
  • Index 281
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