Campaign Management - POLS 3160 University of Utah - Hinckley Institute of Politics Syllabus Fall 2017 Tuesdays 2:00 – 5:00 Building 73 (Old Law School) Room 110 Office hours by appointment only Douglas S. Foxley 801.556.1940 Doug@FPUtah.com
Frank R. Pignanelli 801.558.3826 Frank@FPUtah.com Renae Cowley, Steven Foxley
Course Description This is a weekly three-hour course designed to introduce you to practical politics and the management of political and public affairs campaigns and help you develop analytical and practical campaign skills through the course lectures, guest speakers, required assignments and readings. Students are required to actively participate in either a political or public affairs campaign of their choice or intern in a political office such as a consulting firm, polling company, state party, activist organizations, or petition campaigns. This must be for an average of at least 5 hours per week and BE APPROVED BY YOUR PROFESSORS. Learning Outcomes and Course Objectives In this course, students will be prepared to: • Gain a greater understanding political and policy campaigns and the most effective tools to make those campaigns successful; • Demonstrate increased knowledge regarding politics and campaigns, and development of professional skills and network of contacts; • Exhibit civic and political engagement; • Synthesize and reflect on campaign experience. Teaching and Learning Methods Students will engage in classroom and experiential learning. This course incorporates traditional lecture, guest speakers, and discussion for every class. Class attendance is mandatory. Participation is strongly encouraged and one of the largest factors in grading. Readings •
Required: o Shattered: Inside Hillary Clinton’s Doomed Campaign, Amie Parnes and Jonathan Allen 2017 o Daily review of a political blog or website of your choice § Various options will be discussed in class
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o Articles posted on class website Recommended: o The Victory Lab: The Secret Science of Winning Campaigns, Sasha Issenberg 2012 o Last Call – The Rise and Fall of Prohibition, Daniel Okrent o Selected Readings available on Web CT – various articles by Donald Green and Alan Gerber Supplementary Readings: o It is recommended that you keep current on political events by reading local newspapers such as The Salt Lake Tribune, Deseret Morning News, Ogden Standard Examiner, Daily Herald, and political blogs.
Course Requirements Attendance / Participation / Assignments
75 pts.
Campaign Plan: Part 1 - Organization
25 pts.
Campaign Plan: Part 2 - Fundraising & Budget
25 pts.
Campaign Plan: Part 3 - Research & Messaging
25 pts.
Campaign Plan: Part 4 - Digital & Traditional Media
25 pts.
Campaign Video/Digital Ads/Mail Piece
25 pts.
Campaign Evaluation*
75 pts.
Final Examination
75 pts. TOTAL:
350 pts.
University Grading Scale A 93-100% A- 90-92%
B+ 88-89% B 83-87% B- 80-82%
C+ 78-79% C 73-77% C- 70-72%
D+ D DE
68-69% 63-67% 60-62% <59%
Class Schedule Subjects may be moved to accommodate speakers. We may also require that students attend certain Hinckley Forum events.
8/22/2017
Intros and expectations by Professors Foxley & Pignanelli. Troy D’Ambrosio: The practical uses of campaign management experience/campaign plans
8/29/2017
Lindsay Zizumbo: Count My Vote / Signature Gathering Steve Johnston (Google): Technology and trends in campaign marketing
9/5/2017
Greg Powers: Polling, Data and modeling Paige Marriott: Fundraising CAMPAIGN INTERNSHIP MUST BE APPROVED BY THIS DATE
9/12/2017
Evelyn Everton: Advocacy Groups and campaign communications Abby Cora: Data in Campaigns
9/19/2017 Russell Maddox: Online Warfare & Political Black Ops 9/26/2017
Alex Lundry: CAMPAIGN PLAN: PART 1 - ORGANIZATION DUE
10/3/2017
Tom Schultz: Campaign consultants, micro targeting and other strategies
10/10/2017 FALL BREAK NO CLASS
10/17/2017 Focus Groups and qualitative research*** CAMPAIGN PLAN: PART 2 - FUNDRAISING & BUDGET DUE 10/24/2017 Y2 Analytics: Data Science and Polling
10/31/2017 McKay Coppins: author and commentator on political trends
11/7/2017
ELECTION DAY – CLASS TBD
11/14/2017 Peter Valcarce: At Arena Communications. Direct mail and trends in digital campaigns *** CAMPAIGN PLAN: PART 3 - RESEARCH & MESSAGING 11/21/2017 Steve Grand - TV commercials
11/28/2017 Robert Porter: Secretary of Staff to Pres. Trump
12/5/2017
Prep for Final TV COMMERCIAL / DIGITAL AD DUE
12/12/2017 Final / CAMPAIGN PLANS DUE
***CLASS HELD OFF CAMPUS AT GUEST SPEAKERâ&#x20AC;&#x2122;S FACILITY INSTRUCTIONS FOR ASSIGNMENTS Campaign Internship Students will actively participate as a volunteer in a political campaign contributing a minimum of an average of 5 hours per week from September 6 until Election Day. (Students wishing to work on a campaign an average of 15 hours per week have the option of also registering for HNKLY 4900 Local Internship for an additional 3 credit hours.) You must choose your campaign, and turn in a "letter of intent" (enclosed) signed by your candidate or campaign manager no later than Tuesday, September 5th. Sit down with your candidate or campaign manager and come to an understanding of what your time commitment and schedule will be (a minimum of 5 hours of campaign work per week is required for class credit) from now until Election Day. Your candidate or campaign manager must agree to complete a one page internship evaluation form at the end of the semester. In all likelihood, the campaign started long before this course began. Your candidate or cause has already successfully maneuvered through this process of announcing and managing some form of a campaignâ&#x20AC;&#x201D; including through the party caucus/convention. When you arrive on the scene and announce yourself as a new campaign intern, you should expect that you will be welcomed with varying degrees of acceptance and trust until you can establish yourself as a trusted and helpful ally. This is accomplished as you competently perform every task you are assigned with a positive attitude, and demonstrate that you will keep confidences and are dependable and trustworthy. You should let the candidate or campaign manager know that you are interested in making a significant contribution to their campaign and to help them win. You must be prepared and demonstrate a willingness to do the hard "legwork" of the campaign: office work, envelope stuffing, door to door campaigning, telephoning, lawn sign placements, etc. This course will be very different from any class that you are likely to have in your university experience. Each week, often times at their personal expense, your instructors will invite local and national experts to provide interactive discussion with you regarding their particular knowledge. THEREFORE, attendance at class and participating in the discussion is of paramount importance to your instructors. You will receive the maximum benefit, and highest grade, from this course by making every effort to attend. Campaign Plan (Report): By using the writing materials and the information obtained in the course, you will have the necessary resources to develop an extensive and detailed campaign plan. You may choose any campaign of your choice (actual, hypothetical, federal, local, initiative, etc.). It may, but does not need to be, the same
campaign that you are interning on. Plans are encouraged to be interactive and may be submitted as a PowerPoint or other similar presentation. Written reports will also be accepted. This comprehensive plan will be broken up throughout the semester and due in specific sections. Refer to the class schedule for exact due dates. Video or Digital ad: Groups of 4 or fewer students will also be required to create a mock 30-second “TV Spot” that will air on the final day of class. A 200 word or fewer written description must also be included with the video. If you elect to do a digital ad it needs to be “press ready” which means high quality, fulfilling the correct dimensions and requirements that comply with online restrictions. Campaign Evaluation: Your candidate or campaign manager must agree to complete a one-page evaluation form and return it to your professors. Final Examination: A one-hour final examination will be given. It will cover the course material (lectures, presentations, and readings) for the entire course; Format is likely a number of essay questions. (You will need to bring a "Blue Book" and pen with dark ink, black or blue.) Other Tips: Please use the class website for updates regarding class scheduling, literature, and other information. Please know that you can contact your instructors to schedule a time to meet before or after class, or at their offices when mutually convenient. ADA Disclosure: The University of Utah seeks to provide equal access to its programs, services, and activities for people with disabilities. If you will need accommodations in the class, reasonable prior notice needs to be given to the Center for Disability Services, 162 Olpin Union Building, 5815050 (V/TDD). CDS will work with you and the instructor to make arrangements for accommodations. All written information in this course can be made available in alternative format with prior notification to the Center for Disability Services.