This morning, Day Two of the NPF Campaign Bootcamp, we started off our day by learning how to make our message connect to our audience. First, our candidates have to show that they have something in common with their constituents. Interestingly, our mentors argued that the typical voter doesn’t want someone who can solve their problems, but they want a candidate who understands their emotions and tough experiences.
To do this, candidates need to “frame” the message, which can help them maintain a unified campaign. In the case of President Obama, for example, he was able to successfully “frame” the campaign as one of “change.” Rather than voters look at each issue individually, the “Change” theme was able to link the issues and make the election about staying the course or going in a different direction.
We tried to assimilate this information and use it on our projects. To do that, we tried to make our candidate softer in voters’ eyes. First we focused on messages that affect the lives of our constituents: economy, security, and fairness. Second, we had to come up with delivery mechanisms for our messages. Because of the decline in television viewership and the cost of using television, we decided to go more with social media: Facebook, twitter, and Youtube.
I’ve learned new things about the campaign world, and how to make a campaign successful and effective. I’m looking forward to tomorrow and making our presentation!