Sample campaignplan
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The document provides a campaign plan template for a Libertarian Party candidate running for city council in Berkley, Michigan. It includes sections for goals, strategy, research conducted on the district and opponents, targeted voters and messaging tactics, a timeline, and budget requirements. It emphasizes the importance of a formal campaign plan to demonstrate seriousness and provide guidance. It also includes a sample of research conducted on the Berkley district and a draft strategy and tactics section tailored for the Fred Collins campaign.
Sample campaignplan
- 1. -" THE LIBERTARIAN PARTY'S SUCCESS'99 * 2600 Virginia Avenue, NW, Suite 100 Washington DC 20037 * (202) 333-0008 * www.LP.org Campaign Plan Preparing your "business plan))for your campaign T he campaign plan is your road map to Plan for dissemination to major contributors. success. It should be created in two forms. One for you and your closest Take the information above and create a advisors, one for dissemination to potential presentation "flip chart" version of same, using contributors and PACs. Create your version first, sheet protectors and a binder. You will use this then modify for dissemination. to show to your major contributors during meetings with them. Provide as much informa- 1Goals for the campaign. Win? Percent- tion as you possibly can without giving away age? Increased name ID for future runs? Define your secrets. the debate? Balance of power? Party building? Increased clout for the LP? Create a modified version of the same plan, as described above. Leave out the details that 2 Strategy: Who will be your targeted your opposition could use against you. This voters and what reasons you will give them to should be the "executive summary" version, vote for you. which can be left behind with contributors or given to media. It will speak in generalities of 3 Detail the research that you have done who your targeted voters are, why they will vote regarding your district, your opponents, etc., for you, how you plan to reach them and how that provides the back-up documentation for you will rally your resources to accomplish same. your strategy. Your campaign plan will show that you 4 Tactics: How you will reach this group are serious. No bank would loan you money with the message. without a business plan. This is the political equivalent. It should also create a sense of 5 Timeline for the activities involved. urgency. You have a lot to do in a very lim- ited amount of time! 6 Budget required. Use the Minimum and the Maximum. 7 Fundraising game plan. How you will raise the money required to implement your strategy and tactics. 8 Resources available besides money. Who do you know? The additional resources that you will draw on. Do you belong to a church, club, etc. that will provide supporters?
- 2. - THE LIBERTARIAN PARTY'S SUCCESS'99 2600 Virginia Avenue, NW,Suite 100 * Washington DC 20037 * (202) 333-0008 * www.LP.org District Research Research for the Collins for City Council campaign (Berkley, MI) Berkley City Council 3 open seats. Anticipate 6 or 7 candidates, 2 incumbents. Libertarian Supporters: 6 party members; 45 interesteds in database Number of households: 6,750 Number of Registered voters: 12,724 Anticipated turnout: 25%, (nobaUot proposal or-excitinqrace.) Actual was 28.2%. Votes Needed to win: Approximately 2,000 Demographics: 97% caucasian .05% black 2.5% other 90% homeowners 10% renters. (subset of senior renters in Oxford Towers) Average home value: $60,000 to $150,000 (pocket of about 160 homes, valued at over 250,000 in the St John's Woods area) . Median Income: $40,000 Age Groups: 18 to 34 - 37% vote 15% of total cast 35 to 50 - 35% vote 35% 51 to over -28.9% vote 50.7% 1,450 absentee voters, assumed to be seniors 7 walk-in precincts, one entirely contained within Oxford Towers, 1 absentee. Total: 8 1995 City Council Winners: Total number of votes cast: 4,336 (34.4% higher than normal due to tax-increase ballot proposal. It failed with 77% voting no) Race Candidate Number of votes Spent Mayor: Fraser 2,395 $2,000 Council: Agby 2,857 $1,300 Meyer 2,444 $1,200 Mooney 2,198 $ 900 Note: Our candidate was the Republican candidate for State Rep. in this district in 1988. He received a majority in Berkley, 2,800 votes - 30% districtwide. (Primarily a Democratic district.) LP Vote History Total Votes Cast LP Top of Ticket 1992 8,996 47 Manou (President) 1994 6,593 638 Coon (U.S. Senate) 1996 7,811 129 Browne (President)
- 3. RESEARCH (PART II) . Fred Collins: Negative Analysis POTENTIAL PROBLEMS· SOLUTION Controversial LP Platform planks Endorsements (credibility) Tax lien against him Prepare a literature piece with explanation "General" discharge from Marines Too deep for local race Illegitimate son, 19 years ago Lives with family; will include in family brochure STAFF Campaign Manager: Barbara Goushaw Treasurer: Dave Data Processing: Doug Volunteer Coordinator: Pam Fundraising: Fred CoUins.& Barbara. Goushaw Layout: Mike & Mark VOLUNTEER REQUIREMENTS: Literature drops 30 people per drop Election day 25 people GOTVcalls 15 minimum Lawn sign distribution 2 people
- 4. -" THE LIBERTARIAN PARTY'S SUCCESS '99 * 2600 Virginia Avenue, NW, Suite 100 Washington DC 20037 * (202) 333-0008 * wwwl.Porg Strategy & Tactics Fred Collins for Cty Council Strategy & Tactics • Strategy (Who plus why) Who (Targeted Segment) Why (Hot button issues) Homeowners Property Taxes Code Enforcement Seniors Property Taxes Taxpayers Dream Cruise (repeal of city takeover of formerly volunteer event at higher cost) Oxford Towers Special appeal from candidate's wife Registered Non-Voters Their vote matters/ where and when to vote • Tactics (How we will communicate the message to the targets) Candidate Door-to-Door All Households (collect endorsements) Lit Drops (aU households) Candidate focus piece Issues piece with endorsements Lawn signs Shows support base Postcard Mail to registered non voters Mailings Absentee voters (Refrigerator box letter) Oxford Towers (Seniors Complex) Advertising 1/4 page ad in local paper listing endorsements (planned as a response to possible negatives)
- 5. THE LIBERTARIAN PARTY'S SUCCESS '99 * 2600 Virginia Avenue, NW, Suite 100 Washington DC 20037 * (202) 333-0008 * www.LP.org time line for the Fred Collins Campaign February 1, 1997 District Research March 1 Freel begins Friends and Family fundraising calls ., April 1 Letter goes out to contributors June-August Fred attends all summer city functions and volunteers at-some .while.walkinq.thedistrict evenings.and weekends August 15 Order lawn signs September 15 Lawn sign distribution begins October 10 Absentee mailing October 10 Oxford towers mailing October 24 First lit drop October 29 Begin GOTVcalls October 30 Mail non-voter cards November 1 Second lit drop November 4 Election Day November 5 Recover from hangover, pick up lawn signs November 10 Mail results letter and thank you to contributors Note: the actual time line will 'have much more detail, including the dates .that lit draft goes to layout, then goes to printer, etc. This will be a working document, with things added as they get scheduled.
- 6. , THE LIBERTARIAN PARTY'S SUCCESS'99 2600 Virginia Avenue, NW,Suite 100 * Washington DC 20037 * (202) 333-0008 * www.LP.org ,-,,~....-...draising-Plan Fred Collins for City Council Fundraising Plan Revenue Candidate raises the first $1,500 from friends and family $1,500 Fundraising letter to Jon Coon and Michigan LP contributors $4,000 $5,500 Fred prepared to put in another $1,000 if necessary and Barb prepared to put in another $500 if necessary. Budget I Expenses Contributor Mailing (Bulk Rate) $300.00 Lit piece #1 (printing only) $1,000.00 Lit piece #2 (printing only) $1,000.00 250 lawn signs $250.00 1400 Non-Voter Postcards printing &postage $566.00 1600 Absentee Letters printing & postage $612.00 150 Oxford Towers mailing printing & postage $192.00 Contributor thank you notes $95.00 Ad in newspaper $360.00 Election Night party $300.00 Post election supporter letter $160.00 Misc. $500.00 $5,335 Actual raised and spent: $5,600.00