Victory in KY-06
MEET THE TEAM
Victory TEAM 14
in KY-06
MEAGAN GROSS LIZZIE BJORK CAMERON MAHER BROCK JOHNSON RACHEL POSNER
MEET OUR CANDIDATE
KY 06 Resident
FOOD INSECURITY
HEALTHCARE
AGRICULTURE
LAY OF THE LAND
What can the Bluegrass region tell us? ● ● ● ● ●
●
Entrenched Republican Andy Barr had represented Kentucky’s 6th congressional district since 2013 Far more registered Democrats than Republicans; making the race more of a turnout game District is predominately white, though there are key BIPOC constituencies, particularly the Black community, the second largest group in the district Women over the age of 50 make up 26% of the electorate, and mobilizing this key constituency to turnout for Democrats will be crucial in a victory Urban Center in Lexington will be key to organize around, as it is home to the University of Kentucky, key constituencies, as well as denser turf that will make DVC easier 49,123 unregistered voters in the district, with a total potential for over 20,000 new dems
STRATEGIC OVERVIEW
Our Pathway to Victory ● ●
● ●
Win number = 146,026 votes, 1% margin of victory. 52% of votes to go to our candidate Program: ○ 10% Voter Registration ○ 57% Turnout ○ 33% will be persuasion 25,997 additional voters will have to be registered, turned out, persuaded, or some combination A majority of the program will be focused on turnout and early voting.
OUR STRATEGY Increase turnout of registered Democrats ○ Identify those who voted in presidential who did not vote in last midterm. Early Voting Push Register new voters/Engage inactive voters ○ Returning Citizens ○ College Students ○ Caucasian Women ○ Agricultural/Rural Areas ○ Black Community Focus on First Responders, Teachers and Healthcare workers. ● Impact of Covid on Essential workers in our district Focus on Candidate’s existing presence in the community to make and foster community connections National Attention/Fundraising.
It’s not just one Victory in KY-06 Vote for Hall. It’s Kentucky For Hall.
MESSAGE BOX
How we plan to Communicate
Dedicated Servant
Absent/ Out of touch
Understands The struggles Of her district
Self interested
Food insecurity Candidate Goal Oriented
Continually fails KY on all areas: Ag, Food security Political Career
Inexperienced
Proven leader For KY
Likely large surplus of Negative ads
Strong Conservative Values
Sexist & Racist Messaging
Already in elected And served
Some unknown messaging
Veteran Focused
OUR AUDIENCE
Who we want to talk to Supporters ● The Black community ● National audiences ● College-educated voters People to persuade ● White Democrats - especially women, and those who are college-educated and live in Fayette County People to turn out ● College students - 1 large school, 1 medium-sized school, 6 smaller ones
ORGANIZING
Collaborative Model ●
●
●
Three organizers to be hired June 1 ○ Rural ○ Campus ○ Lexington/Fayette County 2 more organizers to join August 24 ○ Rural ○ Lexington/Fayette County ○ Existing organizers will be promoted to Lead Organizer, with a raise of $500 per month ○ Campus organizer will also get the raise b/c they will be managing more fellows at this point Fellowship model ○ We will be hiring local students, for summer positions and when students return to campus ○ Fellows work 10 hours per week ○ Report to Campus Organizer ○ Stipends of $1800 per 12 weeks, which is $15 per hour ○ Ideally, we will have 7 organizers for the second half
VOTER & VOLUNTEER ENGAGEMENT ●
●
Empowerment ○ Not taking the base for granted! ■ 1:1 goals for organizers ○ Meeting people where they are at ○ Supporting volunteers in planning and hosting their own events Community ○ Joy scales programs ■ 100% reshift rate ■ Free food and chances for volunteers to meet the candidate ○ Chance to debrief after each volunteer event ○ Creative Events ■ Food Drive
DIRECT VOTER CONTACT ●
●
●
Canvassing ○ 2 passes of our persuasion universe by the end of August ■ Why? ● Canvassing is the most effective ● Earning support from white Democrats, especially those in Fayette County, is a key part of our strategy ■ How? ● Canvassing is the first ask of supports ● Most doors are geographically compact, so we can do 45 doors per packet Relational ○ Dedicated relational organizing events, where volunteers contact their friends and enter the data into Reach ○ Tapping existing networks like county parties Phone Calls, SMS Texting, Social Media ○ Most phone banks run region-wide and on zoom, to maximize organizer capacity ○ Text banks on zoom or in person when targeted to a particular campus ○ Allow and encourage opportunities for out-of-district volunteers to join
EVALUATING & MANAGING OUR PROGRAM ●
●
●
Putting culture first ○ Living the 3 C’s and checking in with any staff and volunteers who are not ○ Normalizing numbers and coaching ○ Managing up Feedback ○ Weekly 1:1s ■ Between OD and each organizer ■ Between the lead organizer and the other organizer in their region ○ Bi-weekly 1:1s ■ Between the campus organizer and each fellow ○ Regular 1:1s between organizers and volunteers ○ Daily check-in and check-out calls wit the whole field team ■ Numbers! Calls made, shifts scheduled, shifts completed ■ Success and challenges Adaptation ○ Centering our priorities - are we having quality conversations with voters? ○ Focusing on trends and conceptual questions ○ Reviewing reports daily and weekly
DIGITAL STRATEGY
Where does digital fall?
Digital will at some at some point fall in each category with the help of a consistent brand. FUNDRAISING ● Post-event Emails ● SMS ● Town Halls ● Mailers / Ads ● Social / Owned
ORGANIZING ● Persuade Emails ● SMS ● Town Halls ● Geotagged ads ● Social - Viral moments
GOTV ● Emails ● SMS ● Media events - nationwide ● Social / Owned ● Social Groups ● Elevate Voices / Get elevated
EARN + PAID
EARN + PAID
Victory in KY-06
Let’s Talk Logistics
BUDGET Direct Voter Contact
Overhead Research Misc
DATA
The numbers don’t lie. ● ● ● ●
●
Data will play a crucial role in maintaining and strengthening campaign infrastructure Data director will provide organizers Google Data Studio reports as a way of keeping track of goals Administer VAN for campaign, will help with the creation of recruitment and DVC lists for use by organizers/volunteers Also responsible for providing a Google Sheet for organizers to keep track of daily shifts, confirms, flakes in comprehensive document. Document will pull correct information from VAN each morning Work with Campaign Manager, Organizing Director, Finance Director, Comms Director, and Digital Director to make sure goals are being met and provide other backend support to make others’ jobs easier.
MASTER CALENDAR PHASE 1 JUNE
PHASE 2 JULY/AUG
PHASE 3 SEPT/ EARLY OCT
PHASE 4 LATE OCT ELECTION DAY
Earned Media/Name Recognition
Voter Registration Events
Focus on faith-based organizing and constituency organizing
GOTV - focus on early voting
Community Events
Continuing media interviews and house parties
College Engagement
Heavy on TV ads
Focus on voter registration and volunteer recruitment
Persuasion Passes 1&2
Turnout Pass 1, Persuasion Pass 2
Turnout Pass 2&3
THANK YOU!
Victory in KY-06
Any questions we can answer?