Next Generation 2010 Campaigning Morgan McSweeney
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Next Generation 2010
Campaigning Morgan McSweeney
Next Generation 2010
May Election Day
Next Generation 2010
• Write the letter/leaflet you
would like to deliver two weeks before
your election.• Think about,
achievements, reputation, opposition and future
Your May
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Four years out in power
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Four years out opposition
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209 Days
2
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Collecting Data
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Remember the goal
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Polling day
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Ask the right questions
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Polling day
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Meet the candidate?
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Meet the candidate
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Building a rapport
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Challenging without confrontation
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Listening
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1. Work with a partner2. Person A talks for two minutes about a really bad
day they’ve had3. Person B practices active listening whilst A speaks4. Swap roles and repeat steps 2 and 35. Give each other feedback on the exercise
Listening
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Your narrative
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Audience
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Key voters
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What do they think?
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Old paradigms
Basing an election campaign on voters’ social class is almost as daft as basing it on hair colour or shoe size. Today’s determinants of political triumph are values trust and competence.
Peter Kellner, YouGov 30th August 2010
Next Generation 2010
Show home
Looking Good
Respected
Persona
Pleasure
Achievement
Visible Success
Material Wealth
Power
Healthy LifestyleLocal
Tolerant
Busy
Convenience
Bargain Hunter
Distracted
Speculate
Visible Ability
Sensitive
Good TimeHedonism
SpiritualismFun
Prudent
Impulsive Spender
Asocial
Romantic Love
Traditional Family
Budget BedlamControl Others
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Distant
Insular
Wrong ClothesIndulgent Diet
Safety
RulesComplacent
Reserved
Honesty
Money Casual
Skeptical
Irresolute
Be Satisfied
Socialist
Passivity
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Adaptable
Universalism
Equanimity
No Sweat
Openness
JusticeEquivalence
Feeling Good
Self Efficacy
Boldness
Artisan
Cheerful
ExhilarationAdventure
Novelty
Beauty
Listening
Sexual Awareness
Tao
Self-direction
Financial Morality
Unplanned
CreativityGlobal
Ozone Friendly
Inquisitive
New Family
Caring
Loyal
Benevolence
Self-choice
TV CasualNature
Shrewd
SolitaryBodily Ease
Constrained Spender
Price Conscious
Modest Unease
Car Casual
Propriety
Stimulation
Univeralism
Benevolence
Tradition
SecurityPower
Achievement
Hedonism
Stimulation
Self Direction
Conformity
What are their values
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Can you reach them
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Comprehension
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Comprehension
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Connection
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Connection
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Our Town is .... Our Town is ....
Credible
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Credibility- What do your audience think of your enemy
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Labour on opposition Labour on Labour
Opposition on oppositionOpposition on Labour
Establishing credibility?
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Contagiousness
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Contagiousness
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Right message
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Right audience
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Right method
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Look the part
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Why you
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Tools
Tory Keep Clapham Labour Keep Swimming Clapham Swimming
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Local hero
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What is going on?
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Communication tools
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Petitions
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Word of mouth
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Your turn
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