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Feb 22 2022
High Tech Vs Low Tech Campaigns

For some time now many consultants have talked about the advantages of social media, tech, and data. But are those advantages real or measurable? Do they work in all circumstances? Do social media and/or digital really outperform some lower tech methods of communications?

On many occasions I have been contacted by clients who are concerned about some activity on social media that’s targeted against them. Though everyone prefers not to have any negative opinions against them expressed anywhere if it’s going to happen (and more than likely it is) social media is the least damaging place electorally that it can take place. Social Media is most useful on the extremes when it comes to the size of the electorate meaning in very large electorates or very small electorates, everywhere in-between the effects of social media are small. This doesn’t mean it should be ignored or never used, but just given its proper place and use.

Digital and CCTV Advertising does have some advantages over television/cable especially in races that have a geographic footprint much smaller than the area covered by television channels or cable providers. Digital/CCTV especially with the advent of geo fencing allows you narrowly focus on your geographic target making sure a much greater proportion of your ads actually reach their intended target audience.

Still today the lower tech forms of communication like direct mail, phone banking, email and door to door canvassing are the most effective ways to deliver your message. That doesn’t mean this will not change it more than likely will with further technological advances and as Gen Xers and Millennial’s continue to age.

Whether using high- or low-tech methods it is very important to track and store data as it relates to contacts or interactions. This is the best way to monitor and measure the effectiveness of you message and the method used to deliver it.

 

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Feb 9 2022
PETITION GATHERING AND DOOR TO DOOR CANVASSING

Door to door whether by the candidate, volunteer or paid personnel is one of the most effective ways to reach voters and obtain feedback. If you want to qualify by petition, sign up voters for a vote by mail ballot or just want to ID voters or GOTV going door to door there are a few things you need to know.

  • You should get an APP that records your results to an easily accessible platform and provides GPS tracking.
  • If you or your consultant is going to hire canvassers make sure that they are tracked and that you have access to the tracking and data.
  • Instruct anyone that is going to walk door to door on your campaign on legal issues especially if they are going to obtain signatures be it for petitions or absentee ballot request.
  • Make sure canvassers are well informed about the candidate or issue and have a short message to give voters once they open the door
  • Your canvassers should be identifiable, preferably wearing a T-SHIRT identifying them with the campaign. If they are to wear mask, they should also have candidate’s logo on them.
  • Train canvassers on how to properly use app and stress the importance of inputting correct information.

Dark Horse Strategies provides canvassing services for your campaign, issue, or business. We track canvassers and give the client full access to tracking platform.

I hope this was helpful and if you have any questions or need more information or clarification, please email me at emiliano@darkhorsestrategies.org

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Feb 7 2022
GETTING STARTED ON YOUR FIRST ELECTION CAMPAIGN

 You’ve made your decision to run for elected office, now what? After thinking things through and perhaps even conferring with friends and loved ones you are now moving forward and starting your campaign. But you’re not so sure of what you need to do.

Depending on the size of your race somethings may vary but below are some steps you will likely need to take.

  • File the necessary paperwork with the authority governing your election, if you’re running for a city/tow/Village position that would be that city/town/village clerk. If you’re running for a county office Mayor, Commissioner, School Board or Community Council for example you need file with Miami-Dade Elections Dept. If you’re seeking a state seat like State Representative, State Senator or Circuit Court Judge you would need to file with the Florida Division of Elections and if you are aiming at a Congressional or US Senate seat you need to file with the Federal Elections Commission (FEC). Keep in mind that after filing you will also need to QUALIFY which depending on the seat you are seeking may ask for other documentation such as proof of residency and certain financial disclosures (qualifying dates vary).
  • Designating a campaign treasurer. In choosing a campaign treasurer you have three options, yourself, a close friend or relative that you trust or an accounting professional with experience in political campaign financial reporting.
  • After filing your paperwork, you should open a campaign account. In order to open a campaign account, you will need a tax ID number which can be a new FEIN number specifically for the campaign (Recommended) or in some cases the candidate’s social security will suffice (Not Recommended).
  • Give serious thought as too whether you will run your campaign or whether you want to hire a consultant. Regardless, you should obtain the names of some political campaign consultants and meet with them to at least get a feel from them as to what you need to do and how much that might cost. Whether you decide to hire one or not these meetings with consultants will give you additional perspectives into what you’ll need to do.

Once you’ve taken these steps your ready to start your campaigning. For more information you can also consult the Florida Division of Elections Handbook

I hope this was helpful and if you have any questions or need more information or clarification, please email me at emiliano@darkhorsestrategies.org

 

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Feb 4 2022
GIVING YOUR PROJECT THE BEST CHANCE OF SUCCESS

 

Building anything whether it’s a residential or commercial development there are always those in the surrounding are that like things just the way they are. I have been both a principal and represented clients who had development projects that needed zoning and or land use changes to get their project built.

When it requires more than staff, or a zoning board approval politics can way heavy on the ability to get your project approved. Mayors and commissioners don’t like controversy and they want the smoothest path to re-election possible. That’s why as the developer of a project you need someone on your team that not only knows the elected officials but the residents as well.

Listening to the residents is important in figuring out what the main points of opposition might be whether traffic or incompatibility you need to find ways to communicate with residents, allay their fears and possibly make some concessions. You may not convince all of those opposed but you don’t need them all. The reality is that there will be those who will want no change and that’s usually not an option.

Bringing someone on your team that understands Real Estate Development, the local elected officials and residents is key to getting any project approved.

I hope this was helpful and if you have any questions or need more information or clarification, please email me at emiliano@darkhorsestrategies.org

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Feb 3 2022
IS MY BUSINESS ADVERTISING CAMPAIGN EFFECTIVE?

Advertising expenses as opposed to returns are sometimes very difficult to quantify. If you own a small or mid-size business quantifying your return on investment when it comes to advertising is very important. If you track customers, you will want to measure how many new customers are buying your products or services every month and how much are they spending on average. Keeping track of profit margins is also important to see if any incentives you may be offering in your ads is adding to your bottom line.

Depending on the ad campaign and its goals you would want to measure its effectiveness between a 30–180-day period. Below are some basic ways to measure the effectiveness of any advertising campaign.

  • Sales: Has there been a noticeable increase in sales since the start of the campaign? Can the sales increase be correlated with ads or are there other factors driving the increase, economy, seasonal, etc.
  • Profitability: Has profitability increased or decreased with new sales? Are sales or incentives offered adding or eating into profits? What is the actual return of your ad spend for the campaign?
  • Closing or Sales Ratios: Maybe you are seeing that the increased traffic but its not equating to an increase in sales. In that case you have take a closer look at your product, the incentives or pricing being offered or at your presentation and sales strategies.

Branding and getting your businesses name out are important, but just as important is tracking your advertising expenditures and your profitability in relation to your expenditures on your ads. Advertising like any other expense has to be quantified and measured to determine its effectiveness.

I hope this was helpful and if you have any questions or need more information or clarification, please email me at emiliano@darkhorsestrategies.org

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Feb 1 2022
Where will your campaign funds come from?

You have finally decided that you want to run for elected office but are wondering how much money your campaign will require and how are you going to raise it.

First you need to assess how much money your campaign will need to be viable, depending on how many voters you will need to reach with your message this can vary from a few hundred dollars to over one million. If you are an incumbent its not as difficult to raise the money than if you are challenging an incumbent or vying for an open seat.

If you are challenging an incumbent or are not the anointed one in an open seat fundraising is usually a daunting task. First you must remember that you don’t need to raise the money all at once. Campaigns are a lot like horse races except that in campaigns you are allowed to bet on your horse throughout the race.

In a campaign especially when it’s the candidates first run, most of the initial funds will come from friends, family members, business associates and people in organizations you belong to that share your vision. This is usually not enough to get you through the entire campaign but if used judiciously it could be enough to get you into contention and at that point attract the interest of interested individuals, companies, organizations, or trade groups, that may not be happy or in agreement with the frontrunner.

Whether or not you hire a consultant make sure that your plans and budgets are realistic as to the amount of money you will be able to raise at different stages of your campaign. If you spend wisely you can go from a candidate with very little likelihood of success, to a viable candidate and hopefully into contention.

I hope this was helpful and if you have any questions or need more information or clarification, please email me at emiliano@darkhorsestrategies.org

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