Campaign Plan

In Chapter 1 of Campaign Craft, Burton and Shea outline the essential components of a campaign plan. Use
the relevant chapters in the book as well as what you have learned during classroom sessions to outline a
campaign plan for a 2020 U.S. Senate candidate, a 2020 gubernatorial candidate, or Donald Trump or Joe
Biden, focused on your choice of ONE battleground state(please see the upload file for my choice and other
information). All of the elements of a campaign plan described by Burton and Shea should be addressed in
your paper. Be as specific as possible with the available data on your candidate, their opponent(s), and the
state.
▪ District Profile: Include a profile of your chosen battleground state, including physical geography, industries,
housing patterns, demographics, community organizations, and other important realities of the state’s political
context. I’d also be curious to know why you chose that state.
▪ Candidate and Opposition Research: Include background information on your candidate and their key
opponent(s) in this election, including their experience (education, previous jobs, etc.), policy preferences,
committee posts, bill sponsorships, political appointments, and relevant personal characteristics, experiences,
and networks.
▪ Segment Analysis: Using electoral results from previous elections, perform a basic segment analysis and
offer your own plan for prioritizing certain segments of voters and minimizing the cost per vote gained (CPVG)
(no calculations needed).
▪ Polling: Outline the questions you would include in a poll of your state’s voters to help guide your campaign
strategy. Explain why you would seek this information and how the data will be used by the campaign.
▪ Voter Targeting: Use what you have learned about your state and its voters to determine particular subsets of
voters you would plan to target in your campaign. Explain why you would target these voters and offer themes
and messages that might resonate best with those voters.
▪ Fundraising: What fundraising strategies and tactics will you use to generate campaign funds for your
candidate? What particular individuals, groups, or industries from which you will seek donations?
▪ Communications: Outline your plan for campaign communications, including plans and strategies for and
timing of paid and earned media. How will you minimize waste and maximize reach? What themes and
messages will shape your communications?
▪ Direct Contact: Outline your plan for direct contact with voters, including methods for direct contact (events,
knocking on doors, recruiting volunteers, etc.), timing, and goals.
The goal of your campaign plan is to maximize your candidate’s chances of winning. In concluding your paper,
indicate how likely it is that your candidate will win in your state (as well as the general election, if you choose
the presidential election) and describe what the most important aspects of the campaign plan are to guarantee
success.