Campaign Project Management And Differencea Between US and Germany Flashcards
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
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
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
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.
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
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!
Themes are getting closer by focus on the middle segment
SPD focus: social, social balance
CDU: economy: secure and free
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
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
Mortgage Moms
Vorerst whose Sense of well-being is freighted with anxiety about their families financial squeeze
Themes: rising energy prices, softening housing prices
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
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
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.
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
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
