Sample campaignplan

-"THE LIBERTARIAN PARTY'S SUCCESS'992600 Virginia Avenue, NW, Suite 100 *Washington DC 20037 * (202) 333-0008 *www.LP.org

Campaign PlanPreparing your "businessplan)) for your campaign

The campaign plan is your road map tosuccess. It should be created in twoforms. One for you and your closest

advisors, one for dissemination to potentialcontributors and PACs. Create your version first,then modify for dissemination.

1Goals for the campaign. Win? Percent-age? Increased name ID for future runs? Definethe debate? Balance of power? Party building?Increased clout for the LP?

2 Strategy: Who will be your targetedvoters and what reasons you will give them tovote for you.

3 Detail the research that you have doneregarding your district, your opponents, etc.,that provides the back-up documentation foryour strategy.

4 Tactics: How you will reach this groupwith the message.

5Timeline for the activities involved.

6 Budget required. Use the Minimum andthe Maximum.

7 Fundraising game plan. How you willraise the money required to implement yourstrategy and tactics.

8 Resources available besides money. Whodo you know? The additional resources that youwill 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 apresentation "flip chart" version of same, usingsheet protectors and a binder. You will use thisto show to your major contributors duringmeetings with them. Provide as much informa-tion as you possibly can without giving awayyour secrets.

Create a modified version of the same plan,as described above. Leave out the details thatyour opposition could use against you. Thisshould be the "executive summary" version,which can be left behind with contributors orgiven to media. It will speak in generalities ofwho your targeted voters are, why they will votefor you, how you plan to reach them and howyou will rally your resources to accomplish same.

Yourcampaign plan will show that youare serious. No bank would loan you moneywithout a business plan. This is the politicalequivalent. It should also create a sense ofurgency. You have a lot to do in a very lim-ited amount of time!

- THE LIBERTARIAN PARTY'S SUCCESS'992600 Virginia Avenue, NW,Suite 100 *Washington DC 20037 * (202) 333-0008 *www.LP.org

District ResearchResearch for the Collins for City Council campaign (Berkley, MI)

Berkley City Council 3 open seats. Anticipate 6 or 7 candidates, 2 incumbents.

6 party members; 45 interesteds in databaseLibertarian Supporters:

Number of households: 6,750

12,724Number of Registered voters:

Anticipated turnout:

Votes Needed to win:

25%, (nobaUot proposal or-excitinqrace.) Actual was 28.2%.

Approximately 2,000

Demographics: 97% caucasian .05% black 2.5% other90% homeowners 10% renters. (subset of senior renters in Oxford Towers)

$60,000 to $150,000 (pocket of about 160 homes,valued at over 250,000 in the St John's Woods area) .

$40,000

Average home value:

Median Income:

Age Groups: 18 to 34 - 37% vote 15% of total cast35 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 normaldue to tax-increase ballot proposal. It failed with 77% voting no)

Race Candidate Number of votes Spent

Mayor: Fraser 2,395 $2,000Council: Agby 2,857 $1,300

Meyer 2,444 $1,200Mooney 2,198 $ 900

Note: Our candidate was the Republican candidate for State Rep. in this district in 1988. He received amajority in Berkley, 2,800 votes - 30% districtwide. (Primarily a Democratic district.)

LP Vote History19921994

1996

Total Votes Cast8,9966,593

7,811

LP Top of Ticket47 Manou (President)638 Coon (U.S. Senate)129 Browne (President)

RESEARCH (PART II)

. Fred Collins: Negative Analysis

POTENTIAL PROBLEMS·

Controversial LP Platform planksTax lien against him"General" discharge from MarinesIllegitimate son, 19 years ago

STAFF

Campaign Manager:Treasurer:Data Processing:Volunteer Coordinator:Fundraising:Layout:

VOLUNTEER REQUIREMENTS:

Literature dropsElection dayGOTVcallsLawn sign distribution

30 people per drop25 people15 minimum2 people

SOLUTION

Endorsements (credibility)Prepare a literature piece with explanationToo deep for local raceLives with family; will includein family brochure

Barbara GoushawDaveDougPamFred CoUins.&Barbara. GoushawMike & Mark

-" THE LIBERTARIAN PARTY'S SUCCESS '992600 Virginia Avenue, NW,Suite 100 *Washington DC 20037 * (202) 333-0008 *wwwl.Porg

Strategy & TacticsFred Collins for Cty Council Strategy & Tactics

• Strategy (Who plus why)

Who (Targeted Segment) Why (Hot button issues)

Homeowners Property TaxesCode Enforcement

Seniors Property Taxes

Taxpayers Dream Cruise (repeal of city takeover offormerly 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 pieceIssues 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)

THE LIBERTARIAN PARTY'S SUCCESS '992600 Virginia Avenue, NW, Suite 100 *Washington DC 20037 * (202) 333-0008 *www.LP.org

time line for the Fred Collins Campaign

February 1, 1997

March 1

April 1

District Research

Freel begins Friends and Family fundraising calls.,

Letter goes out to contributors

June-August Fred attends all summer city functions and volunteersat-some .while.walkinq.thedistrict evenings.andweekends

August 15

September 15

October 10

Order lawn signs

Lawn sign distribution begins

Absentee mailing

Oxford towers mailing

First lit drop

Begin GOTVcalls

Mail non-voter cards

October 10

October 24

October 29

October 30

November 1

November 4

November 5

November 10

Second lit drop

Election Day

Recover from hangover, pick up lawn signs

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 tolayout, then goes to printer, etc. This will be a working document, with things added as they getscheduled.

, THE LIBERTARIAN PARTY'S SUCCESS'992600 Virginia Avenue, NW,Suite 100 *Washington DC 20037 * (202) 333-0008 *www.LP.org

,-,,~....-...draising-PlanFred Collins for City Council Fundraising Plan

RevenueCandidate raises the first $1,500 from friends and familyFundraising letter to Jon Coon and Michigan LP contributors

$1,500$4,000

$5,500

Fred prepared to put in another $1,000 if necessaryand Barb prepared to put in another $500 if necessary.

Budget I ExpensesContributor MailingLit piece #1Lit piece #2250 lawn signs1400 Non-Voter Postcards1600 Absentee Letters150 Oxford Towers mailingContributor thank you notesAd in newspaperElection Night partyPost election supporter letterMisc.

Actual raised and spent: $5,600.00

(Bulk Rate)(printing only)(printing only)

$300.00$1,000.00$1,000.00$250.00$566.00$612.00$192.00$95.00$360.00$300.00$160.00$500.00

printing &postageprinting & postageprinting & postage

$5,335