Campaign Project Management And Differencea Between US and Germany Flashcards Preview

Project And Campaign Management > Campaign Project Management And Differencea Between US and Germany > Flashcards

Flashcards in Campaign Project Management And Differencea Between US and Germany Deck (15)
Loading flashcards...
0

Who- understanding different voter groups

Demographic
Age, income, education, job, family status
Attitude towards political parties
Facts and figures
Segment sizes

Psychological
Life style, attitude, expectation, belief, opinions, motivations, barriers
Understanding insights, reasons

1

The fight about the new mainstream/ middle of society - centered just in the middle between left and right

Left -->die Linke / SPD Die Grünen/ FDP /CDU / AfD -> Right

2

US specific parties left and right

Left: democrats/ socially liberal and progressive
Republicans: American conservatism: respect for tradition, rule of law and Christian religion
American revolution (tea party)
Free enterprise and small government
Individual responsibility

3

What- themes for campaigning

A good campaign theme?

A carefully crafted merger of what the voters want what the candidate has to offer what the opponent brings to the table.

4

Definition of themes
CDU

Themes should derive from the brand core of parties

CDU security

Appropriate themes (examples)
Economy
Stability and growth
Low unemployment rate
Right decisions for the EURO
Standing economically apart from Europe

Social
Stable taxes
Women managing quota
Support of families and married couples (kindergarten)

CDU: we change what burdens and keep what makes us strong

5

Definition of theme
SPD

Themes should derive from the brand core of parties

SPD fairness

Appropriate themes
Social
A fair social balance in Germany (minimum wages and pension with 63 years)
Balancing contribution according to income
Increasing expenses for local communities

Economy
Solid finance systems plus growth programs for European

Tax increases
Balancing taxes for rich and poor (closing he gap)

The WE decides!

6

Themes are getting closer by focus on the middle segment

SPD focus: social, social balance
CDU: economy: secure and free

7

Definition of themes US specifics

Themes strongly based on voter segmentation
Soccer moms
NASCAR dads
Security moms
Mortgage moms
Hockey moms of Sarah palin


Segments and clusters beyond left and right
Valid characteristics to move voters by specific themes
Micro targeting

8

NASCAR dads:

focus on democrats in 2004 election
Men, white, middle- ages, working class or lower middle class, watch over proportionally nascar races, sport, entertainment est. 45 mill

9

Mortgage Moms

Vorerst whose Sense of well-being is freighted with anxiety about their families financial squeeze
Themes: rising energy prices, softening housing prices

10

Obama campaign 2012 and the grumpy white man

Strategic minority with the segment of white man (38%)
Focus on majority with latin, black people and women

Romney for a majority with white men -22% over Obama and still lost.

Obama's themes: civil rights, legal rights for immigrants, rights for gay people

11

Branding principles adapted to political campaigns

Us campaigns adapting rules of commercial branding
A brand identity .. Compromising the full range of attributes that consumers associate with a product or service.

Principles of corporate branding with a basic palette of messages and a specific vocabulary- under a single theme.

Watch out: consistency and message discipline
Authentic with biography of candidate
Credible to needs and desires of voters
Unforeseen incidents- harsh reality
Opponents moves

12

Differences between Germany and US in political campaigns planning

Global trends on political campaign planning
Strong brand core of each party
Themes deriving from potential voter groups
Simplicity, relevance and authenticity of key message decisive
Trend from rational decision to candidate preference, partly emotional driven
Adapting principles from brand marketing

Consistency, authenticity and credibility is most important.

13

Strong differences in voter segmentation and accordingly in themes

Target voter groups
Germany: focus on middle of society of all leading parties
Therefore themes becoming more exchangeable
Party profiles are getting closer

USA
Micro targeting with focus in undecided voters
Themes deriving from undecided target segments
Campaigns focus on swing states and on undecided voters

14

Planning of political campaigns : the planning process is always the same, but there are decisive differences between US and Germany

Definition if the party's core idea
The party: a distinctive message deriving from the party brand core: definition if individual party brand core decisive in US and Germany

Definition of voter potentials
Who
A clearly defined voter group
Focus on middle segment in Germany for all leading parties, less differentiation in themes

Micro targeting in US
Focus in Swing States and undecided voters

Definition of themes
What
Less differentiation by rational themes, candidate credibility and performance getting more in focus
G
/ themes more exchangeable
US
Themes more defined by micro targeting and undecided voters