Any campaign strategy should have the following elements:
District profile;
Demographic profile;
Candidate and opposition profiles;
Electoral history;
Polling;
Funding;
Grassroots movement; and
Communication strategy.[1]
Depending on the type of election the strategy will vary.
Incumbents will focus on opposition profiles, polling, fundraising, Grassroots movement and communication strategy;
A Challenger’s success is based on thorough research on district, demographic incumbent’s profile, electoral history, fundraising and communications strategy; and
A candidate competing for a newly created office will have to consider all factors mentioned above.
In a Communication Strategy, New Media is essential to reach a greater number of potential voters. This tool provides a candidate and his team an opportunity to:
Set the campaign message
Reach a larger number of people;
Adjust the message and overall strategy in an efficient and effective manner;
Provide images, voice and content to allow voters to identify the candidate;
Allow voters to participate actively on a campaign (commenting on the candidate, his/her proposals, impressions after a political gathering, etc.)
Consistently inform potential voters of upcoming events.
Therefore, New Media tools provide; efficiency (in message delivery), effectiveness (messages may be tailored to specific groups within the population and adjusted as needed) and constantly updated information. This makes New Media tools a necessary element of any campaign in the present and/or future.
[1] Shea, Daniel and Burton Michael. Campaign Craft. The Strategies, Tactics, and Art of Political Campaign Management. CT. 2001.