The one thing that separates winners from losers in any election is the ability to effectively communicate ideas that motivate people to vote. But ideas, especially big ideas that excite voters, don't happen by accident, they come by design. At W!n marketing, we'll help you create and clarify big ideas, so they can be communicated clearly, concisely and convincingly. Then we'll implement the best tactics to get those ideas across in a dramatic and memorable way.

Your W!nning strategy starts with our Campaign Work Plan.

Ideas move people, and the bigger the ideas, the bigger the results at the ballot box. That's why we use a unique marketing communications tool that streamlines the process of creating meaningful ideas that really hit people where they live. It's called the Campaign Communication Plan, and once completed, it provides a sound strategic foundation for success, because it is specifically designed to create a memorable campaign theme that will help you carve out a unique position in the minds of voters.

How to Use the Campaign Communication Plan

Key Campaign Issues
Issues are at the very heart of any campaign. That's why we begin by deciding which are the most crucial, and then focus on them.

Voters' Profile (Who Are They / What Are Their Current Beliefs?)
To speak meaningfully to voters you must fully understand their hopes and dreams, as well as their needs and desires. That's why we clearly define each segment and sub-segment of the voting population in terms of demographics, economics and psychographics, as well as how they feel about key issues. By understanding their beliefs and values, we'll be able to identify the most effective ways to motivate them to vote for you.

What Does Our Candidate Stand For?
Your beliefs must be stated clearly, concisely and convincingly in a uniquely memorable way. Only then will you stand out as the preferable alternative to your opponent.

Who Is The Opponent (Positions, Strengths & Weaknesses?)
Who are you running against? What are his or her positions on key issues? What is his or her experience and expertise? How do you differ and why? What are your opponent's strengths? Do yours measure up? If not, how can we remedy the situation? What are your opponent's weaknesses? How do we communicate them accurately and ethically? We'll help you answer these and other questions to ensure that you remain as competitive as possible throughout the campaign.

Problem The Communication Must Solve
This is the communication challenge as seen through our candidate's eyes. Any potential problems must be clearly, directly and honestly stated, so we can openly address them and devise solutions to overcome them.

Communication Objective
This is the communication process as seen through the voters' eyes. Why should they pay any attention to what you have to say? Exactly how do you propose to serve their interests? What's in it for them to seriously consider voting for you? Always keep in mind that if you're not speaking directly to the voters' needs, you're talking to yourself.

What Single Promise Should Always Be Communicated?
What's the strongest promise you can make that will motivate people to seriously consider voting for you? This promise should be powerful, believable and simple enough that all voters can easily wrap their minds around it and act on it.

Why Should Voters Believe That Promise?
What credible statements can you make to support your promise?


Other Considerations
Is there anything else that your communications must include or exclude?


Here's a fresh Campaign Communication Plan.
Just give us a call, and we'll help fill in the blanks.


Campaign Communication Plan


Key Campaign Issues


Voters' Profile (Who Are They / What Are Their Current Beliefs?)


What Does Our Candidate Stand For?


Who Is The Opponent (Positions, Strengths & Weaknesses?)


Problem The Communication Must Solve


Communication Objective


What Single Promise Should Always Be Communicated?


Why Should Voters Believe That Promise?


Other Considerations