I’ve been involved in the political process for as long as I can remember; having held positions such as campaign manager, field coordinator, brand strategist, PR and communications manager, graphic designer and even poll worker to incumbents and challengers alike. And with every political season there’s a new guy/gal looking to replace the old guy/gal. This very process keeps current political figures on their toes and gives stagnant politics a change of pace and direction with new leadership.
After constant request from the public and trusted friends suggesting that I run for office (which I respectfully decline repeatedly); I decided to write a blog about what you should do your first time running for office.
1. Capital Raise/Fundraising Campaign - If you’re not successful at raising money you won’t even get your campaign off the ground. Typically, this is a good indication as to how much support your campaign actually has and how much your supporters back your position on the issues. A quick note; if you hire an outside consultant or firm to raise funds for you (this is in addition to having a fundraising committee or in-house fundraiser/ finance chair), the compensation model for this should be 7% on the low end to 15-20% on the high end of funds raised.
In addition to setting up, hosting and co-chairing private/public fundraisers with key supporters and business/community leaders you should definitely have technology on your side and have someone knowledgeable about Website/Social Media, Text Message and Crowdfund Fundraising campaigns.
2. Public Relations Campaign – This portion of your campaign should be handled by your communications manager, PR consultant or PR agency and the most important thing you should do when selecting the team for your PR is verify their media relationships, past performance, creativity and timeliness.
Your PR directly impacts your public perception and establishes or supports your credibility as a candidate. It includes announcing to the media and general public your campaign launch, manages your reputation, announces endorsements, writes copy for your campaign materials, speeches, commercials, robocalls, script development for news segments, pitches to the media for event coverage, as well as online/ social media campaign extensions for the fan pages and networking sites. The compensation model for this is a monthly retainer and the size and scope of the deliverables depends on the amount of the retainer. It starts around $2500/mo and can be as much as $25k a mo and up after the primary depending on what type of seat you’re running for.
3. Endorsement Campaign – This extension of your PR campaign includes: pitching celebrities, business and community leaders, notable civic organizations, Political Action Committees (PAC) and other political figures to lend their name and likeness to your campaign. This is important because it adds to the credibility of your candidacy as well as allows you to tap into their demographics. If separated from the PR campaign fees would start around $1500/mo to $3500/mo before the primary and $5-10k a mon after primary depending on the seat you’re running for.
Disclaimer: Now keep in mind this is not paying for the endorsements, it is paying for someone to go get your endorsements so you can focus on being the candidate.
Examples of additional expenses include: actual printing and postage fees, celebrity rider/appearance fees, press release distribution account setup, monthly retainers for consultants, membership fees for community organizations, travel expenses (for yourself and strategic team members/ consultants including but not limited to: lodging, air and ground transportation, pier diems, fuel reimbursements for field team and hair/make-up and wardrobe budgets because you need to – Be the Brand Wherever You Are).
4. Brand Advertising / Image Campaign – If the PR campaign is verbal, then branding is visual. You have to be just as careful about your image as you are your words. The graphic designer or creative agency that develops your campaign art and brand theme should not be a first-timer like you. Your art needs to have crisp and professional graphics that represent your personality; it should minimize your inexperience and vividly display you as a social leader while highlighting the point of differentiation between you and your opponent (s). Don’t use personal photos or old photos lying around the house. Find a local photographer, schedule a shoot and pick the best image that represents how you want your supporters to view you.
Example of common branding items: (Campaign logo, slogan, stationary, vehicle advertising , window graphics, yard signs, push cards/handbills, direct mail, website, TV, digital and social media advertising.) The fee structure here is determined by which items you need most but starts around $10k and could go to $150k or more not including actual media buys and placements.
Closeout: I’m going to assume that you have done the basics by now. You have identified your platform (why you should run and have a valid claim); told the spouse and immediate family; you actually have some community stakeholders who have expressed an interest in supporting your candidacy; told your boss or employees; made sure you meet the filing requirements; (if required) you have adequate petitions; and hopefully you’re not in the middle of any legal matters for unscrupulous or illegal activity. I hope this helps you on your First-Time Running for Office. Good Luck!
