TARGET CRM
- 1. 1 ELECTION CAMPAIGN MANAGEMENT SOFTWARE
- 3. 3 Contents How a typical election campaign is held....................................................4 Quality of votes...........................................................................................5 Five major issues parties and candidates face in every campaign............6 Evolution of targeted approach in Ukraine.................................................8 Using TARGET in election campaigns.......................................................10 Advantages of TARGET software...............................................................12 Functionality of TARGET............................................................................13 TARGET user interface..............................................................................14 I. AREA section .........................................................................................15 II. PROJECTS section.................................................................................21 III. ORGANIZATION STRUCTURE section..................................................23 IV. CANDIDATES/PARTIES section............................................................27 V. VOTERS section.....................................................................................29 VI. REPORTS section.................................................................................32 Advantages of TARGET..............................................................................38
- 4. 44 How a typical election campaign is held: All election campaigns in Ukraine have one common feature — the approach to a voter. The pattern is simple: Fundamental error 1.Selectkeymessageofacampaign 2.Coverthecampaignaudiencewiththemessage usingelectiontechnologiesandmedia 3. Broadcastthemessageduringcampaign 4.Getvotes Noonetriestoreachoutaparticularvoter. Suchapproachbringsin"unreliable"votes.
- 5. 5 Quality of votes Why this is happening: ? Campaigning without target audience Lack of understanding that it is better to work individually with every voter Lack of clarity on how to work with the voter after elections Regular campaigning Targeted campaigning Emotional Vulnerable Unrealistic expectations of a candidate or a party Disappointment in the future Conscious Long-term Informed assessment Considered opinion
- 6. 6 5 MAJOR ISSUES PARTIES AND CANDIDATES FACE IN EVERY CAMPAIGN: “Carpet bombing” Every campaign has to be started “from scratch” Lack of knowledge about voters Inefficient use of resources Inability to track campaign efficiency in real time Many candidates and campaign managers wait for the Election Day to understand whether their actions have been successful. The most experienced of them conduct one or two sociological studies at best. There is no possibility to: • track the campaign efficiency in real time • determine efficiency of staff performance • understand promptly the need for personnel decisions. Cause No understanding of the campaign projects efficiency according to key indicators. Efficiency is measured by the number of supporters willing to cast their vote. Result Inefficient use of resources: when a final push is needed, it turns out the funds have been depleted. The candidates choose two or three major messages and ‘bomb’ with them through all available channels (field, media). The recipe for success here is to determine the most efficient messages and calculate the intensity of campaigning to get these messages across to the audience to attain the highest rate of support just on the election day. Politicians do not think long-term. They do not “cement their supporters” after the election and cease communication with until the next campaign. Candidates and parties have no idea what to do with the dialogue that had been built during a political rally. This makes political players start every new campaign “from scratch” and win support of voters all over again, spending vast resources. Most candidates do not know their voters “by sight.” They only have a general voter’s profile based on sociological and focus group research. The voters are not categorized. There is no understanding on who exactly supports a candidate or a party. “Activities for the sake of activities”: everyone works hard but the result is still not “catchy.” The campaign is not improved or adjusted at all or not until it is too late. HEAD OFFICE 6
- 7. 7 Traditional approaches to campaigning are no longer efficient in the current context. It is not enough just to voice your message louder than others. A more profound and consistent communication with voters is needed, when it is clear which groups should be targeted, who obtained information or benefits, how they did that, and what were the results. As a result, the voters become known “by sight.” This is called a targeted approach. SOLUTION Lack of knowledge about voters Inefficient use of resources Inability to track campaign efficiency in real time “Carpet bombing” Every campaign has to be started “from scratch” HEAD OFFICE
- 8. maintaining a detailed database of supporters creating an operational field structure with possibility to assign all levels to a specific territory integrated tool to bind a supporter to specific polling station (by choosing city/village, street, house) possibility to automatically assign a voter to a certain polling stations after entering place of residence filtering and structuring database under various parameters filtering supporters, opponents, undecided tracking campaign’s financial and human resources and use them more efficiently controlling supporters growth rate controlling electioneers and headquarters staff management efficiency determining priorities in contacts with voters scheduling frequency and number of contacts simultaneous use by an unlimited number of operators monitoring efficiency of all campaign headquarters employees identificationofkeyperformanceindicatorsandmonitoringtheirimplementation possibility to export data from Excel/Access possibility to organize “general mobilization” on Election Day First generation Second generation NOTEBOOKS where electioneers record voters’ leanings during door-to-door surveys VOTERS REFERENCE BOOKS with consolidated voters data from different sources Evolution of targeted approach in Ukraine
- 9. Thirdgeneration SPREADSHEETS of relations with individual voters (MS Excel/Access) Fourth generation MODERN SOFTWARE Voters database containing relations history with analysis possibility (TARGET software)
- 10. 10 Making all activities of future campaign follow the targeted approach. Using TARGET in election campaigns Design and Election campaign cycle 1 4 Planning Cementing supporters. Activities between elections Strategic planning with the purpose to obtain feedback from potential supporters. Planning growth in number of supporters. to provide the required election result: the number of supporters equals the number of votes won. substantial saving during future campaigns First campaign Subsequent campaigns
- 11. 11 А TARGET 2 3 Мобилизация в проекте «День выборов» Mobilization. Providing electioneers with database of supporters Election campaigning, motivation of voters Identification of potential supporters through the implementation of social and political projects. Cementing "loyal" supporters from past campaigns. Division of voters by social groups. Development of a specific message and campaign projects for each specific group. Registration and categorization of supporters, opponents, undecided. Drafting communication map to record and organize data on each contact with a voter. Analysis of project efficiency according to supporters growth plan. Adjustment of field projects to different target groups. Adjustment of budgets depending on the projects efficiency. Control and adjustment of staff activities depending on efficiency of each separate employee. Verification of database mobilization capability and check of voters’ loyalty through anonymous surveys. Providing electioneers with information from the database containing contacts of "loyal" voters living in the territory assigned to electioneer in advance (three days before Election Day). Ring round of supporters by electioneers to determine who needs to be brought to a polling station. Mobile teams work in conjunction with electioneers on the Election Day. As an observer on the ground, electioneer verifies the lists of voters and supporters who came to cast votes. The agitator calls a mobile team at a certain point to bring voters who have not yet come to a polling station. A mobile team delivers voters according to the same list from the TARGET application.
- 12. 1212 New approach - defining supporters, opponents, undecided - maintaining a detailed account of the supporters database - tracking and using more effectively both financial and human resources of the campaign - determination of priorities of contact with voters - scheduling frequency and the number of contacts - monitoring the growth dynamics of the number of supporters - monitoring the work of electioneerers and election staff personnel - drafting general "mobilization" on Election Day Security Convenience Advantages of TARGET software - all information is stored in a "cloud" storage outside Ukraine - different levels of access for different users; the leak of the whole database is impossible - total confidentiality - possibility of simultaneous use by unlimited number of operators - possibility to monitor the efficiency of the work of all election staff employees - availability of a tool to define key performance indicators and monitor their implementation - automatic assignment of voters to specific constituencies upon entering of their address - possibility to build customized databases - possibility to filter data by different parameters - possibility to import data from Excel or Access - the program does not require installation and complicated settings - after receiving the login and password, you can work from any device with the access to the Internet
- 13. 13 The functionalities of TARGET Candidate/Party Section Projects Section Area Section Organization Structure Section Supporters Section Reports Section TARGET is split into 6 logical interconnected blocks. TARGET software is organized to allow you seeing the situation at different angles. Where election campaign is held What promotion materials are used to communicate with voters Who we promote How many people are available to implement election campaign Comprehensive supporter database with all contacts obtained during election campaign Reports by all campaign parameters
- 14. 1414 TARGET software user interface
- 15. 1515 І. AREA Section 1. Individual split/alteration of borders of constituencies. Functionnalala ititieiess ofof TTARARGEGETT
- 16. 1616 Display of the borders on a map Ultra-convenient synchronization with the CEC website database FFuFuFuFuncncncnctititititiononononalaalalallllla itititittiii ieiieiei sss fofofof TTTTARARARARGEGEGEGETTTT
- 17. 17 2. Individual split/alteration of borders of constituencies. 17
- 18. 1818 Functionalities of TARGET Flexible configuration of a constituency Display of the borders on a map
- 19. 19 3. Interactive Google map with the option of filtering the information 19 Scaling ranges between all - Ukrainian to precinct level. by election type by representative body by constituencies by precincts
- 20. 20 4. Display of the borders of separate constituency election commissions, territorial election commissions, and precinct election commissions on a map Possibility to filter and display on a map the location and borders of each peculiar election commission or all election commissions simultaneously. For convenience, the information can also be viewed as a table. FuFuncnctitiononalalititieiess ofof TTARARGEEEEEGE “T“T“TTTT
- 21. 21 1. Creation and management of any project that involves direct contact with voters ІІ. PROJECTS Section Additional text box with an option of entering complete description of a project Information on number and types of contacts within a project Funcncncnctionalities ofofofofof TARGET
- 22. 22 2. Convenientdisplayofprojectmap * useful when planning the total number of contacts with each voter display of the name, starting and end date of a project display of number of each type of contact for each project 22
- 23. 23 1. Creation of an organizational set-up ІІІ. ORGANIZATION STRUCTURE Section 23 - creation of a structure at any level (country, region, constituency, district, settlement) - unlimited number of possible customized subordination levels - assigning an organization structure to an unlimited number of candidates and projects - assigning an organization structure to any territory, up to a precinct - possibility to have personal login and password for each employee - convenient administration of the structure (especially useful when simultaneously managing multiple campaigns at different levels) - flexible settings for individual needs
- 24. 24 2. Creation of an employee profile FFFFuFuFuFuncncncnc iitititititionnonononallalalaaaaalitititttieieieei sss fffofof TTTTTARARARARARGEGEGEGEGETTTTT 24 - assigning an employee to area, projects, candidates - individual authorization settings* for different tools (view/edit/delete) - flexibility of settings for individual needs * For security reasons, the client personally gives the right to remove information to certain employees. The basic settings do not provide for the delete right.
- 25. 25 3. Interactive organigram 25 • displaying all subordinates within the organizational set-up • number of staff members, subordinate agencies, staffing level of lower agencies • number of candidates and projects
- 26. 26 4. Interactive multiple search Funccccttttionalities ofofofofof TTTTARGET 26 • for separate subordinate structures • for employees
- 27. 27 ІV. CANDIDATES/PARTIES Section 1. Possibility to simultaneously manage campaigns of an unlimited number of candidates and/or parties For instance: you can simultaneously manage election campaigns of candidates to local councils, candidates to the Verkhovna Rada, mayor candidates, etc. 1. certain projects 2. area of balloting (constituency) 3. area of balloting (constituency) allocation of a certain candidate/party to planning the number of required CONTACTS with supporters for each candidate/party 27
- 28. 28 2. Convenientdisplayofcandidates/partiesprofiles A profile is created for each subject listing key information: balloting area, executive body, subject of balloting, number of projects allocated and number of contacts under this project 28
- 29. 29 1. Automatic drafting of a voter’s profile V. VOTERS Section 29 • filters by each separate candidate/party • filters by areas
- 30. 30 2. Individual drafting of a supporter profile* Funcncncnctionalities ofofofofof TARGET 30 • Creation of individual boxes as needed (anything from name to bank account) • Up to 30 boxes to fill in *When an address is added, a supporter is automatically allocated to his/her polling station.
- 31. 31 3. Individual “map of contacts” with each voter 31 • Which member of staff, when, within which project and how contacted with a voter • Displaying results of contacting each separate voter (supporter/potential supporter/undecided/opponent)
- 32. 32 Funcccncttttionalities ofofofofof TTTARGET VІ. REPORTS section 1. General information 32 • Summarized information on the status of supporters • Summarized information on the weight percentage of the project in overall communication with voters
- 33. 33 2. Interactive report by territory 33 • Summarized information on status of supporters (supporter, opponent, undecided) • Filtered information by candidate/party, region, area, city/town/village
- 34. 34 Summarized information on contacts with supporters broken down by: 3. Interactive project report 81 (36/6 15// ) Funcncncncttttionalities ofofofofof TARGET 34 • candidate/party • project • time period. Summarized information on the status of supporters
- 35. 35 162 (51/101// /10// ) 35 Displaying of summarized information on several candidates/parties and projects This report is useful for assessing efficiency of each project and making decisions on whether to continue or reorient efforts to another project.
- 36. 3636 Functionalities of TARGEGEEETTTT 4. Interactive report on organizational structure 36 Displaying and filtering summarized information on the status of voters: - Broken down by candidates/parties - Broken down by projects assigned to certain subjects of the organizational structure. Leaders (highlighted in green) and outsiders (highlighted in red) of the organization structure are selected depending on their plan performance, which allows making timely personnel decisions.
- 37. 37 5. Interactive report on a candidate/party FuFuFuFuncccncncn titititionon llalaliitititiiieiess offofofofofof TTTTTTTARARARARGEGEGEGETTTT Summarized information on fulfillment of the plan on supporters’ engagement.
- 38. 383838383838338383838383 Advantages of TARGET New approach Security EaseConvenience
- 40. 40 Help and support of TARGET software +38 093 997-59-07 vk@knk.com.ua