Crafting a Campaign Message

Research • Write • Repeat

What is a campaign message?

It tells the voters why you are running for this particular office and why they should choose you

over your opponents for the same office.

What will a campaign message do?

Persuade people to vote for you

John McCain 2008 Presidential Campaign

Message: Patriotism + Prosperity + Peace + Family Values + Experience + Health Care Reform + Pro-War in Iraq + Change +

end to “ME first” attitude = slogan: Country First

Messages from the 2008 Presidential Campaign

Hillary Clinton 2008 Campaign for Democratic Nomination

Message: Improve U.S. for future generations + Universal Health Care + Experience + National Security + Change +

Ready to Work =slogan: Ready for Change, Ready to Lead

Barack Obama 2008 Presidential Campaign

Message: Change + Tax Cuts + End Iraq War + Break from Failed Bush Policies + Break Oil Dependence + New Kind of Politics + Common Ground on Divisive Issues + Relates to Working Class =

slogan: Change We Can Believe In

How to Create the Message

Do your researchKnow your audience

What are the demographics of the college?http://www.msjc.edu/apps/comm.asp?Q=35

More ResearchWhat do students care about the most?

•Chancellor’s officehttp://www.cccco.edu

•Internet and hard copy searches for news articles

•Campus meetings – ASB, Board of Trustees, Events

•Informal polling on campus

And more research

• Know your opponent• Key strategy: off message• Know as much about your opponent’s message as you know about your own

Elements of a Good Campaign Message

• Important. Target what matters most to the voters• Broad. Appeal to the most voters• Short• Clear• Truthful• Credible• Persuasive• Contrast• Heart. Be real. Don’t try to impress with words people don’t use in everyday conversation• Repeat. This is your mantra. Voters have to hear the same message many times. Stay with your message.

Write and Use the Message

Use research data to begin crafting your message.

Answer the question: Why do you want to serve?

Issues of voters don’t match reason you decided to run?Emphasize issues important to voters , play down others

Focus on your strengths, experience.

Don’t promise what you can’t deliver.

Keep it short. A few sentences max.

Write it. Read it aloud. Review it against elements of good message. Edit. Rewrite.

“(Your name here) should be elected as ASB President because of her leadership skills, experience in changing policies to reduce students’ costs and her ability to enhance student life on campus. She is a third-generation MSJC student and daughter of former ASB President (Parent Name Here). As past-president of Phi Theta Kappa, she has attracted students and community members to MSJC through a film series and blood drives. She also helped develop a text book rental program that cut book costs for students. Experience in enhancing student life and lowering costs means (NAME) will win election to the ASB.”

Start Here

Boil It Down

Bill Clinton’s message:After 12 years of Republican leadership resulting in social stagnation and economic recession, the American people are ready for a change. The choice in 1992 is clear: Change or more of the same?

• Draw issues off of the message. Clinton was able to use this as a guidepost for almost any issue: health care reform, the economy, social welfare. Yours might be: Enhance student life, lower costs, experience• Repeat the same message, sometimes in different ways, throughout your campaign. • STICK TO THE SAME MESSAGE• REMEMBER: Tell them HOW you will achieve this

Slogans1. Tie it to Your Message

It’s your message, only snappy & succinct. “Just Do It.” “Have it Your Way.” “Expect more. Pay Less.”

2. Tap into Core Human ValuesKeeping in mind what they want, tug at their heart strings.

3. Make it Memorable• Staccato• Alliteration• Use a well-known song phrase• Simple

4. Get the word out• Create fliers. Post them. Hand them out.

• Team of supporters.• Talk. Be visible.• Internet. Web Page. E-mail.

Successful Messages and Slogans

1840 William Henry Harrison Tippecanoe and Tyler too. 1928 Herbert Hoover A chicken in every pot and a car in every garage. 1976 Jimmy Carter A Leader, For a Change.

1980 Ronald Reagan Are you better off than you were four years ago?

1988 George Bush Kinder, Gentler Nation.

Some things that went wrong

Ready for change, ready to lead?OrFired up … ready to go?OrTurn up the heat?Or I’m in to win?

Country first?OrThe Original Maverick?

Resources

http://www.ehow.com/how_2074196_run-college-student-government.html

http://www.localvictory.com/strategy/campaign-message.html

http://www.localvictory.com/communications/political-slogans.html

http://www.monkeysee.com/play/6668-how-do-you-develop-a-campaign-message-when-running-for-office

http://www.docstoc.com/docs/5109321/political-campaign-slogans

http://www.huffingtonpost.com/mark-nickolas/the-simple-distillation-o_b_140661.html

http://www.creativeoptionc.com/Resources/COCmessage.pdf

http://www.progressivemajority.org/resources/8Communications.pdf

This is a list of references used for this presentation and resources you can use for your campaign purposes.