The best way to motivate your base AND persuade swing voters is to engage your volunteers and supporters to share a positive message with their friends, neighbors and co-workers.
We studied the research and looked at innovation in the marketing industry. We learned that a lot of what we currently do in campaigns is not helping, and some of it is actively hurting us, but there is a better way.
We’re building a new campaign model based on this evidence.
In the new model, campaigns are at the core of a larger community. They develop a positive message and produce language and content that supports that message.
Campaigns >> Supporters and Volunteers
Campaigns share talking points with volunteers and supporters through meetings, phone, text and email. Even broadcast media and other advertising should serve to deliver talking points to supporters, not targeted voters.
Supporters >> Voters
The campaign should focus on encouraging those supporters and volunteers to deliver that message to their friends, neighbors, co-workers and other community members through a wide variety of direct outreach activities.
The campaign should help trigger those conversations by blanketing the environment with visual cues in the form of lawn signs, posters, hats, t-shirts, bumper stickers and buttons.