Sample Campaign Plan & Budget Alameda EA

Sample Campaign Plan & Budget
Alameda EA
Demographics & Assumptions for November 2014
 44,663 Voters
 25, 815 HH
o 24,6532 Democrats / 16,892 HH
o 6,553 Republicans / 5,070 HH
o 11,229 Declined to State / 8,808 HH
o 17,462 Pure Dem HH
o 3,536 Pure Rep HH
o 22,344 Homeowners / 12,632 HH
o 23,422 Perm Absentee Voters (PAV) / 15,831 HH
o 697 CTA Members in district – 233 AEA Members
 High Union density (Alameda Labor Council affiliates)
 High Democratic Party density (Democratic Party Clubs and Central Committee)
 Current Assemblyman for district resides in Alameda (friend) – previously served on city council
 2010 election results suggest approx. 14,000 votes = top vote getter
Targeting
 Universe – Voters who voted in last 4 out of 4 statewide elections AND those who registered to
vote after 2014 Primary election – 13,000 HH target
 All CTA members, including retirees
 Likely absentee voters in universe (PAV + VBM history)
Message
 Work with local leaders on developing issue
 Internal message versus External message (Polling Project messages)
Earned Media
 Press release / advisory re: endorsement
 Letter to editor
 District events / Teacher events – press worthy
Member Education
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Pre-endorsement – side by side flyer compared for membership around education issues
Member ratification of endorsement – (depending on bylaws or standing rule)
Letter from Local president – immediately after endorsement
Side-by-side worksite flyers – Reps – immediately following official endorsement
Phone banking / House Visits – immediately following endorsement
Robo call
Voter Contact (Likely Universe – include all CTA Members)
 Phone banking / Precinct walking – Knock, talk and drop literature – begin early September
 Post cards – Every Yes and Undecided voter gets Thank You for joining AEA postcard – Early
September through October 31
 Direct Mail – 2-4 pieces of targeted mail (depending on budget) – First piece drops first week of
October – other pieces are staggered (2nd piece to PAVs right as they receive ballots / 1st piece to
poll voters around second week of October – include those PAVs who have yet to vote / 2nd
piece for poll voters 3rd week / 3rd piece 4th week of October)
Vote-By-Mail (VBM)
Each targeted PAV/VBM voter will be targeted early and often (depending on budget). 55%-65% of
likely voters vote by mail. Ideally, at least 2 pieces of mail, along with one phone call and/or door knock
prior to absentee ballots being sent by county.
NOTE: Counties send absentee ballots 29 days prior to Election Day.
Chase ballots with 3rd piece of direct mail (depending on budget), plus phone call to all targeted PAVs.
GET OUT THE VOTE (GOTV)
 Knock and talk with targeted voters (Yes and Undecided voters who lean yes) – hand-deliver
campaign literature (2nd drop)
 Drop campaign literature on each targeted door step not home
 Post card – more post cards to new positive IDs (deadline for this mail to be dropped at post
office is Thursday prior to election)
 Phone banks – Cover more voters with phone calls to targeted households up through 7:30p on
Election Day
 Poll Watching – Checking public polling place list with precinct lists of YES IDs – Convince voters
of urgency and get them to the polls
 Signage – 100 feet from polling places
Volunteer Needs
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Precinct Walks
Phone Banks
Post Cards
Member Education
Earned media
Food / Supplies
Lawn Signs
Average volunteer drops 30 pieces / hour
Average volunteer completes 15-20 calls / hour
6 person crew – Address and stamp 10,000 postcards in 3 hours
1-2 Reps per site (include President in as many as possible)
6 volunteers to write letters to editor
1-2 people to rotate
1-2 people to coordinate putting them up AND removing post-election
Budget
 Most expensive item on budget is for mail/postage
 Campaign budget attached separately. All items are approximate numbers and may vary
slightly.
Direct Mail (4 color glossy stock)
1. Postcard to all CTA members in district – 697 members @ approx. .40 cents
=$278.80
Description – mail house will print and send (price includes design, printing, postage)
2. 13,000 pieces to targeted households
= $7,800
Description – two-sided glossy campaign mailer to voters (split drop – first drop to
absentees and second drop to poll voters - approx . 60 cents per piece)
3. 5,000 postcards (4x6) - .40 cents each
= $2,000
Description – one-sided postcard – picture of Teachers Team – blank on one-side for
hand written letters from reps and canvassers (send to all CTA Members in district, plus
all Yes and Undecided voters, including friends/ families)
4. Walk piece – 8,000 for leafleting
= $1,200
Description – Over-run print on first mailer for walking/talking to voters – targeted
voters or passed out to parents before and after school (.15 cents each)
5. 13,000 pieces - Second piece of mail to entire universe
=$7,800
Description – 2nd mail piece – split drop again
6. 13,0000 pcs – 3rd piece of mail
=$7,800
Voter Data (both internal and external voters)
7. External lists – precincts by Household of likely voters (10,000 HH)
= $600
Description – voter data for walking and talking to voters, plus separate call lists for PAV
8. External Mail files – 10000 HH
= $1,000
Description – the (3) separate mail files ordered for sending mail to targeted HH
9. Internal lists of CTA members in district -
= $60
Description – Fees will vary depending on size of targeted universe.
Cell Phones & Robo Calls (can only purchase with Chapter PAC)
10. Cell phones - $2.50/phone/day (min 7 days)
= $750
Description - 10 phones for 30 days
11. Robo-call - .03 cents per connect – 6,000 connects x .03
= $180
Additional Needs, Materials & Supplies
Large Map for wall – (county will charge $50-100)
=$100
Food for volunteers – budget $8-$10 per person / per evening
=$1,000
Lawn signs
Description – $5-7 per sign
= $1,500
Incentives / phone banking and/or walking precincts
Description – starbucks, target, itunes gift cards for volunteers
= $800
Release Time for member leaders
= $500
Planning meetings
=$100
Kick-off event
=$1,000
Total approximate budget
= $34,468.80
Note: Depending on additional money in PAC, additional mail pieces should be considered to increase
frequency of message to voters and/or paid phone bank or canvassers to cover precincts.