Campaign

• Campaign Subject
• Campaign Object
• Goal

Multi-level campaign

• Global level (group or broader)
• Elected body level (e.g. local government council, in some cases district)
• District level
• Personal level

Dependencies between levels

• choosing the party first
• choosing the candidate first
• regional specifics and conditions
• interdependence of levels

Values

• What are they?
• What are values ​​for?
• Are they needed?
• Can they be created or be false?
• Conflict of values ​​of different campaign entities

Values

What are they?

• These elements that are key to the entity, which guide it in life/functioning
• e.g.: honesty, reliability, competence, faith, freedom, patriotism
• They constitute the answer to the question "why?"

Values

What are they for?

• Justification for the desire to participate in the electoral process
• They allow for the creation of a mission
• Possibility of use as a practical element of the campaign

Values

Are they necessary?

• Their absence (or a specific catalog) may lead to negative verification of participation in the electoral process
• When selling washing powder, do we ask about its catalog and value hierarchy?
• It's good if they are, but in practice the subject of the campaign is the product.

Values

Can they be created or false?

• Yes
• No verification tools
• The established catalog of values ​​is useful as long as the actions do not contradict it.

Values

Possible conflict of values

• Not only possible but also very probable
• Political activity as a team activity - which does not mean a team with identical values ​​and views, but a team capable of building some common set of them
• Potentially low usefulness of specific values ​​in given conditions

Mission

the bridge between cause and purpose

• Answer to the question about the in-depth purpose of the activity
• It is not easy to define it
• p1: "the mission is to effectively and consistently work for the development of the X commune in terms of economy and tourism"
• p2: "Exerting influence on the fate of the country so that the changes in Poland are positive for the state community, for the nation, for each individual".

Vision

Finally something concrete

Vision

• More specific than mission
• Time-bound
• Verifiable
• P1: "Unemployment in the commune will fall to 7% and the average income in relation to the average income in the country will increase by 5 percent."
• P2: "Expanding the political base and electorate, performing the function of a leader in the region"

Campaign Strategy

• Objective
• Target groups
• Message

• campaign plan (calendar)
• resources
• electoral tactics

Once we have goals and groups - the tactical part

Selection and justification of the purpose

Answering the questions "what?" and "how?" I want to achieve is not sufficient. For the analysis to be complete, it is also necessary to answer the question "why?"

Most companies (political groups) know what they are doing and how they are doing it, but they lack a deeper meaning of their own activities.

Objective

• WHY? Only later how? and what?
• Different types of goals
• Different interpretations of goals at different decision-making levels
• Is there another goal behind the electoral and political goal?

Selection and justification of the purpose

why?

how?

what?

This is especially important in relation to candidates (who are not list fillers).

"Why do you want to become a councilor, mayor, member of parliament, Emperor of the Galactic Empire...?

Selection and justification of the purpose

• The common answer to the question "Why?" is "to win", but we need to look at it more deeply.
• The goals can be very different (both for the candidate and the organization), for example:
• Gaining votes for the electoral list,
• Promoting a person/group or a specific issue,
• Weakening the electoral result of other candidates/groups,
• Gaining political experience,
• Obtaining an electoral result that allows participation in the bargaining for real power.

Selection and justification of the purpose

Moreover, victory should not be an end in itself (although in practice it very often is). Especially in the case of candidates, it should be understood as a means to fulfill one's own mission. The candidate should have an idea for fulfilling his public function.

Selection and justification of the purpose

It is most convenient if, at the time of making the decision to run/participate in the elections, the candidate/group has an idea for their activities in the event of achieving their goal (especially in the context of gaining power/influence on the authorities) - e.g. what they want to change in their district, city, country.

Selection and justification of the purpose

A distinction should be made between the electoral goal and the political goal, both in the case of candidates and entire groups.

The political goal is not equivalent here to the goal of political action in general (gaining, maintaining, participating in power).

When the political goal is equivalent to the electoral goal (taking up a mandate/position, gaining and maintaining power), there is very often a threat of burnout at the personal level (this also applies to the organizational level to some extent).

Selection and justification of the purpose

Knowing your goal (again, this mainly applies to the personal level), you should consider whether there is a correspondence between the goal and the means.

This is particularly important due to the separation of competences/powers of various institutions of the political system.

While serving as a member of parliament, especially if you are an opposition MP, you have little real opportunity to influence reality, and even less so the reality in your immediate surroundings (municipality, city, region).

Selection and justification of the purpose

When considering the appropriateness of the means that we can obtain, we should also consider whether there are any grounds to suggest that a given person should not "play around with it", i.e. apply for a given mandate/position, or is not suitable for it later, e.g.:

• family issues - whether they are ready to sacrifice part of their family life,
• professional and financial issues - especially in cases where fulfilling the mandate will involve limiting professional activity or earnings, or will entail negative consequences in the future (e.g. "falling out of circulation" on the labor market).

Selection and justification of the purpose

• All kinds of legal issues that prevent or hinder fulfilling the mandate (e.g. having passive voting rights, the obligation to submit property declarations, lustration issues),
• All kinds of character traits that may prove to be an obstacle ("I'm not cut out for this"). Particularly important due to the psychological profile of people striving for power.
• Coherence of values ​​and possibilities/effects of fulfilling the mandate (e.g. if the overriding value is money or fame).

Goal

We know what? and why? but how?

• SWOT analysis (strengths, weaknesses, opportunities, threats)
• Individual elements should be understood as related (resulting from, being the cause, intended to counteract, etc.)

Goal

SMART Goal Analysis

• simple
• measurable
• achievable
• relevant
• timely defined

Target groups

They are the ones who have to buy our product (e.g. vote for a list or candidate)

There is no way to reach everyone or convince everyone

Demographic profile

• election campaign topics (election offer/offer to voters)
• campaign tactics - selection of specific tools

Target groups

Political profile

• hard (bound) own electorate
• soft own electorate
• undecided
• soft competition electorate
• hard competition electorate
• non-voters
• friendly electorate outside own

Target groups