Campaign Plan for a Small Town Mayor

Campaign Plan

Political environment

It has been noticed that in the recent years the Shot Wood School District has had very few success at the polls. It has lost by a small margin more than once in past few years even though the voters and the tax payers were asked to cast their votes. It is crucial for the school to get the support in the upcoming elections because if they lose this fundraising the school will have to not only reduce their budgets by 22% but also decrease the staff by 1.5%. This loss will also reduce the ability of the school to buy new materials and force them to cut-back on the finances allocated for the non-academic programs (O'Day, 2003).

The Village of Shot Wood along with the surrounding townships of Red, White and two precincts of Blue Township are included in the Shot Wood School District. As, it is in the presidential year that the November General Election comes in therefore, a lot more voters will come to the polls on the Election Day as compared to the other years. Therefore, it is expected that the expected number of voters will be over 6,000 (COC, 2008).

Surveys show that about 52% of the voters are going to be women. Approximately 40% of the voters who have registered are above the age of 60. Furthermore, 92% of the students live in the Village of Shot Wood. The average value of the houses is calculated to be $103,000 and $35,000 is the median household income. Although there haven't been any serious opposition regarding the fundraising efforts in the past. However, it appears that a group of anti-tax activists is getting stronger (COC, 2008).

It was in a recent survey regarding the attitudes of the community towards the school that some very interesting points were revealed such as the fact that about 87% of the community thinks of the school as a community asset which proves that the community awareness is very high. Another interesting fact that the survey revealed was that majority of the people didn't even know that the school has a website and therefore, had never visited the site (O'Day, 2003).

According to another study that was concerned with the voter turnout showed that the many voters who supported the fundraising failed to turn up to cast their votes in the off-year elections. In 2004 the number of votes was less than 2,000 while in 2006 it increased but was still not more than 2,500. However, now that in the upcoming election the number of voters is expected to be a lot higher, the campaign needs to prepare for this increase (O'Day, 2003).

It was concluded from an internal SWOT analysis conducted this year that the people feel a certain amount of pride in the school and that they do want it to grow and prosper. It was also noticed from this analysis that the people mainly believe that the two losses in the previous elections faced by the school were mainly due to the economy and not the poor performance by the school (O'Day, 2003).

Strategy Statement

1. We will be focusing most of our effort on convincing the people to vote for our fundraising, facilitating the access of the voters to the polls.

2. Efforts will be made to identify at least 3,000 voters that will probably vote on the Election Day for the fundraising.

3. A data of the registered voters will be acquired from the Board of Elections database.

4. Another main strategy to enhance the campaign communications is going to be using and repeating effective core messages that will help in motivating the workers along with improving the networking structures.

5. Enabling the presence of an effective and efficient campaign.

6. Asking for the domestic support for the fundraising.

7. Raising funds by sending the appeal letter, making phone calls, organizing events etc.

8. Recruiting the volunteers for the campaign and fundraising efforts (O'Day, 2003; COC, 2008).

Tactics

In the August of 2007 the total number of votes casted by the supportive voters was less than 1,500. This time, in order to have a successful fundraising it is very important to motivate at least 3,000 people. In order to fill the gap of the last run, the campaign committee has to:

1. Identify the individuals who are most likely to cast their vote for the fundraising and to ensure that their access to the polls is facilitated.

2. Identification of the people who haven't decided on who they will cast their vote for is necessary alongside understanding the means to convince them to vote for the fundraising and persuading them to vote for the fundraising. The themes will be repeated by the campaign again and again in order to persuade the voters.

3. Building of an organization that not only has the people and the money but also runs effectively and efficiently.

4. We will also try to get the support of the community for the fundraising as this will reflect very positively on the campaign and create a positive and soft spot in the potential voters for our campaign.

5. Contacting the previous donors with the appeal letters to ask for their support in the campaign. This will also be followed by the phone calls if and when appropriate (O'Day, 2003; COC, 2008).

Time line for implementation of tactics

The operational schedule will consist of 20 weeks. It will start from the mid of June (i.e. 15th) and will end in November. Throughout this time there will be various designated departments in the campaign that will be carrying out their assigned activities. Following are the departments potentially working in the campaign:

1. Fundraising department: This will be responsible for collecting funds and dealing with the expenses within the campaign. The estimated cost of the campaign is estimated to be under $12,000. Appeal letters and phone calls will be made to the previous and prospective donors.

2. Administration: This is the department that is going to be responsible for the maximization of the human resource and to ensure that they are working at their highest potential. Setting up the databases of the voters and dealing with the taxing authorities. This department will also be concerned with the training of the members of the campaign. These members will be employed to work on the Saturday mornings till the Monday night before the election. There won't really be an office for them to work on the campaign; rather they will operate from their individual homes, hence their work structure will be similar to that of a freelancer. However, the XYZ Real Estate has offered the use of their phones as a contribution to our campaign. Therefore, we will be making use of their phones to make the persuasive phone calls. The volunteers will also be allowed to make the calls from their homes if they want to.

3. Voter Contact: The main duty of the people from this department is to make contact with the supporters to improve their morale and try to persuade the undecided voters to vote for our campaign. A letter will be written and sent by this department to the potential voters thanking them for their support and asking for their vote. This letter will also inform these reporters about how the different ways they can vote early and vote absentee information. This department will also be answering the questions of the people by conducting regularly scheduled meetings in the town hall and other places.

4. Field work and Visibility department: The people working for this department will be concerned with showing and representing the forcefulness and momentum of their campaign. Billboards and yard signs will be hung by these people in the prominent places. An ad will also be purchased by the campaign which will run across the town newspaper in the week leading up to the election reminding the people about how the school needs their support. Business owners will also be asked to display messages in their shop windows showing their support for the school. The coverage of the campaign on the media will also be the duty of this department. Press releases and announcements of important events will be also be carried out by the visibility department. The recruitment of the volunteers and getting the brochures printed etc. will also be handled by this department.

5. Communications department: This department will be concerned with the speaking engagements, endorsements, sending mail invitations to various events etc. (O'Day, 2003; COC, 2008).

Operational Schedule

Week 20: Week of June 15- Getting Organized

Campaign goals:

For the purpose of fundraising the budget needs to be finalized. A list of the potential donors needs to be complied. The opening balance is going to be of $500, which will be gifted by the parent club.

The speaking engagements need to be specified for the purpose of communications and the key supporters' endorsements need to be secured.

The administration needs to finalize the plan for campaign meeting and get the file of the voters from the Board of Elections.

For the field work the volunteers need to be recruited. Also, the available places should be identified for the purpose of hanging the yard signs (COC, 2008).

Week 19: Week of June 22 - Begin fundraising

Campaign goals:

The appeals for funds need to be sent out to the potential donors.

For the purpose of communications the speaking engagements and the endorsements will continue.

The administration needs to establish a database of the voters and codes should be assigned to these supporters.

The volunteer recruitments and the yards signs allocation should continue (COC, 2008).

Week 18: Week of June 29 - Fourth of July Weekend

Campaign goals

$500 of funds rose through mail.

For the purpose of visibility and public appearances the fourth of July festivals and parade is to be made use of.

The speaking engagements and the endorsements will continue.

The volunteer recruitments and the yards signs allocation should continue (COC, 2008).

Week 17: Week of July 6

Campaign goals:

Funds rose through mail of about $500.

The administration needs the tax authority to adopt the necessary resolutions.

The speaking engagements and the endorsements will continue.

The volunteer recruitments and the yards signs allocation will continue in the field work (COC, 2008).

Week 16: Week of July 13 - Shot Wood County Fair

Campaign goals

Funds collected of about $750. The funding for phoning begins.

Visibility at the Booth at Shot Wood County Fair.

The speaking engagements for the sake of communications and the endorsements will continue.

The administration needs to make a plan for the campaign meetings. The tax authority has reached a deadline regarding the certification of resolution to the auditors.

The volunteer recruitments and the yards signs allocation will continue in the field work (COC, 2008).

Week 15: Week of July 20

Campaign goals:

Funds collected of about $750. The fundraising phoning continues.

The speaking engageme-nts for the sake of communications and the endorsements will continue.

The recruitment of volunteers and the yards signs allocation will continue in the field work (COC, 2008).

Week 14: Week of July 27

Campaign goals:

Funds of $750. The fundraising phoning continues.

The auditors are on a deadline to calculate the average annual fundraising.

Continuation of the speaking engagements and endorsements.

Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 13: Week of August 3

Campaign goals:

Funds of $750. The fundraising phoning continues.

Continuation of the speaking engagements and endorsements.

Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 12: Week of August 10

Campaign goals:

Funds of $750. The fundraising phoning continues.

The communications department needs to send mail invitations in order to kickoff the pancake breakfast and the rally. Continuation of the speaking engagements and endorsements.

The administration needs to finalize the plans for the events and organize the planning meetings for the campaign. Also, to put the issue on the ballot, the taxation authority needs to adopt resolution.

Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 11: Week of August 17 - Focus Groups/Message refinement

Campaign goals:

Funds of $750. The fundraising phoning continues.

The resolution is certified by the taxing authority so that it can proceed to the Board of Elections.

The research needs to be carried out on the focus group.

The communications department needs to issue a press release containing an announcement for the breakfast and kickoff. The speaking engagements and endorsements continue.

Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 10: Week of August 24 - Labor Day Weekend Begins

Campaign goals:

Funds of $750. The fundraising phoning continues. Attendance measured at the breakfast.

Visibility at the festival of Labor Day and the parade.

The communications department needs to finalize the brochures and send them off for printing. The speaking engagements and endorsements continue.

Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 9: Week of August 31 - Labor Day Weekend/Kickoff event

Campaign goals:

Funds of $750. The fundraising calls and pancake breakfasts continue.

Visibility at the festival of Labor Day and the parade.

The communication department needs to send pictures of the kickoff and deliver a relevant press release afterwards. The speaking engagements and endorsements continue.

Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 8: Week of September 7 - Voter ID begins

Campaign goals:

Funds of $750. The fundraising calls continue followed by the breakfast.

Beginning of the Voter ID Program.

The speaking engagements and endorsements continue, controlled by the communication department.

Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 7: Week of September 14 - Picking up speed

Campaign goals:

Funds of $750. The fundraising phoning continues.

The Voter ID Program continues in the Voter Contact.

The speaking engagements and endorsements continue, controlled by the communication department.

For visibility, the yard art signs need to be finalized.

Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 6: Week of September 21 - Continuing the momentum

Campaign goals:

Funds of $750. The fundraising phoning continues. Invitations for the spaghetti dinner sent through mail.

The focus group is finalized for the research to be carried upon.

Continuation of the Voter ID Program.

The speaking engagements and endorsements continue, controlled by the communication department.

The administration continues with the data entry.

For the purpose of visibility, other yard signs need to be hung.

Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 5: Week of September 28 - Yard signs go up/Finish Voter ID

Campaign goals:

Funds of $750. The fundraising phoning continues.

The administration needs to arrange a campaign planning meeting. All the identification and registration data needs to be entered into the voter database.

The communication department needs to review the final focus group and finalize the messages. The endorsements need to continue. Writers need to be recruited in order to send the letters to the editors. Continuation of the speaking engagements. Announcement of the spaghetti dinner must be made through press release. Mail invitations must be sent to the Town Hall.

Completion of the Voter ID program. Send the draft letters to the supporters that have absentee ballot application. Deadline for the making of the first key brochure or the persuasion letter.

In the field work the home-made yard signs need to be completed and put up. Continuation of the volunteer recruitments and yards signs allocation in the field work (COC, 2008).

Week 4: Week of October 5: Final phase of campaign begins

Campaign goals:

Funds of $750. The fundraising phoning continues. Measured attendance at the Spaghetti Dinner.

The campaign meeting and database updates must continue to be carried out by the administration.

The speaking engagements and endorsements continue along with the letters to the editor. This will be controlled by the communication department.

The Voter Contact department needs to finalize the key endorsements as well as the 2nd piece of persuasion mail. Send letters to the supporters that have absentee ballot application.

Continuation of the volunteer recruitments and yards signs allocation in the field work and the voter registration deadline (COC, 2008).

Week 3: Week of October 12: Spaghetti Dinner and Voter Contact

Campaign goals:

Funds of $750. Spaghetti dinner.

The campaign meeting planning and data base updates being carried out by the administration.

The speaking engagements and endorsements continue along with the letters to the editor. The announcement of the Town Hall meeting announced through the press release. Pictures and press release after the dinner. This will be done by the communication department.

The Voter Contact department needs to finalize the 3rd persuasion piece and GOTV postcard. The absentee voter program will continue. Beginning of the door knocking and persuasion calls: Tier 3.

In the field work the door to door knocking and training will continue along with the continuing volunteer recruitments (COC, 2008).

Week 2: Week of October 19: Voter contact, voter contact, Voter contact

Campaign goals:

Fundraising will be done as needed.

The campaign meeting planning and data base updates being carried out by the administration. Report regarding the pre-election campaign will be due.

Communications will continue sending the letters to the editor. The speaking engagements will continue.

The Voter Contact will mail the first and second persuasion mail piece. The absentee voter program will continue. Door to door knocking and the persuasion calls will also continue: Tier 2.

Continued volunteer recruitments (COC, 2008).

Week 1: Week of October 26: Voter Contact and GOTV

Campaign goals:

Fundraising will be done as needed.

The campaign meeting planning and data base updates being carried out by the administration.

Communications will continue sending the letters to the editor.

The absentee voter program will continue. The 3rd piece of persuasive mail will be sent. GOTV postcards will be mailed. Door to door knocking and the persuasion calls will also continue: Tier 1.

Continued volunteer recruitments (COC, 2008).

Week 0: Week of November 2: Get Out the Vote

Campaign goals:

Fundraising will be done as needed.

The campaign meeting planning and the final data base updates and production of the GOTV lists will be carried out by the administration.

The people from the field and GOTV departments will be training the volunteers, distributing the lists and decorating the specified locations of polling with the yard signs saying 'Let It Rip!' (COC, 2008)

Budget: How much will the Campaign Cost?

The estimated cost of the campaign plan is coming out to be just under $12,000. The duration of the plan is about 20 weeks and the budgetary cost aforementioned will be used over the course of these 20 weeks. This cost includes all the activities that are going to be a part of the campaign. The details of these activities have been mentioned in the Operational Schedule.

Finance Plan: How will we pay for it

There are going to be various fund raising efforts with the help of which we will be covering the total cost of the campaign. Following are some of those efforts:

1. Appeal letters will be sent to the previous donors to donate money to the campaign once again. This will also be followed by necessary phone calls.

2. Appeal letters will also be sent to the friends and family members of the staff working on the campaign. This too will be followed by necessary phone calls.

3. In order to raise the funds events, such as Spaghetti dinners and pancake breakfasts amongst others, will be arranged.

4. Major potential donors will be identified by the campaign. These are going to be the people who can donate $200 or more. These people will be personally approached by the campaign members and one-on-one meetings will be arranged with them.

5. At the Town Hall campaign meetings, if it will seem appropriate, the campaign will "Pass the Hat" to collect more funds (O'Day, 2003).

Cash flow budget and finance plan

Political Campaign

Cash flow Statement

For the 6 months period ended 30 November 2012

Amount in USD

Finance plan for fund raising

Previous donors

5,500

Staff members' friends & family

1,200

Other major donors

3,000

Fundraising event

1,000

Other events

Total cash inflows from fundraising

11,500

Administration

1,190

Fundraising expenses

1,270

Voter contact

6,450

Field expenses

2,250

Research

Total cash outflows on campaign

11,490

Surplus of inflow over outflow

10

The final six weeks (campaign ad, benchmark poll)

Following are the activities that will be carried out in the final six weeks of the campaign:

Fundraising through the phone calls will continue. However, in the last few weeks the fundraising will be done as needed.

The new data about the voters and the registration will be entered into the database regularly. The focus groups will also be reviewed.

Writers will be recruited to send letters to the editors.

Press releases will be issued announcing the Spaghetti dinner and other fundraising events.

Speaking engagements and endorsements will continue.

Draft letters will be sent to the supporters whose ballot applications are empty.

Home-made billboards and yard signs will be painted and posted.

Volunteer recruitment will continue.

Press releases announcing the Town Hall meeting will be issued.

The door knocking and persuasion calls will begin in the last 4 weeks.

The first and second pieces of mail will be sent.

In the last week, final updates to the database will be made and the GOTV lists will be produced.

Volunteers will be trained and facilities will be arranged to make sure that the voters get to the polls (O'Day, 2003; COC, 2008).

Last Six Weeks

Week 6: Week of September 21 - Continuing the momentum

Sunday

Monday