The campaign plan is your road map to success. It should be created in two forms. One for you and your closest advisors, one for dissemination to potential contributors and PACs. Create your version first, then modify for dissemination.
1 Goals for the campaign. Win? Percentage? Increased name ID for future runs? Define the debate? Balance of power? Party building? Increased clout for the LP?
2 Strategy: Who will be your targeted voters and what reasons you will give them to vote for you.
3 Detail the research that you have done regarding your district, your opponents, etc., that provides the back-up documentation for your strategy.
4 Tactics: How you will reach this group with the message.
5 Timeline for the activities involved.
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?
Plan for dissemination to major contributors.
Take the information above and create a presentation "flip chart" version of same, using sheet protectors and a binder. You will use this to show to your major contributors during meetings with them. Provide as much information as you possibly can without giving away your secrets.
Create a modified version of the same plan, as described above. Leave out the details that your opposition could use against you. This should be the "executive summary" version, which can be left behind with contributors or given to media. It will speak in generalities of who your targeted voters are, why they will vote for you, how you plan to reach them and how you will rally your resources to accomplish same.
Your campaign plan will show that you are serious. No bank would loan you money without a business plan. This is the political equivalent. It should also create a sense of urgency. You have a lot to do in a very limited amount of time! |