TARGET CRM
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1 ELECTION CAMPAIGN MANAGEMENT SOFTWARE
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Transcript of TARGET CRM
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ELECTION CAMPAIGN MANAGEMENT SOFTWARE
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Contents
How a typical election campaign is held....................................................4Quality of votes ...........................................................................................5Five major issues parties and candidates face in every campaign............6Evolution of targeted approach in Ukraine.................................................8Using TARGET in election campaigns.......................................................10Advantages of TARGET software...............................................................12Functionality of TARGET............................................................................13TARGET user interface..............................................................................14I. AREA section .........................................................................................15II. PROJECTS section.................................................................................21III. ORGANIZATION STRUCTURE section..................................................23IV. CANDIDATES/PARTIES section............................................................27V. VOTERS section.....................................................................................29VI. REPORTS section.................................................................................32Advantages of TARGET..............................................................................38
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How a typical election campaign is held:All election campaigns in Ukraine have one common feature — the approach to a voter.
The pattern is simple:
Fundamental error
1. Select key message of a campaign
2. Cover the campaign audience with the message using election technologies and media
3. Broadcast the message during campaign
4. Get votes
No one tries to reach out a particular voter. Such approach brings in "unreliable" votes.
44
How a typical election campaign is held:All election campaigns in Ukraine have one common feature — the approach to a voter.
The pattern is simple:
Fundamental error
1. Select key message of a campaign
2. Cover the campaign audience with the message using election technologies and media
3. Broadcast the message during campaign
4. Get votes
No one tries to reach out a particular voter. Such approach brings in "unreliable" votes.
5
Quality of votes
Why this is happening:
?
Campaigning without target audience
Lack of understanding that it is better to work individually with every voter
Lack of clarity on how to work with the voter after elections
Regular campaigning Targeted campaigning
Emotional
Vulnerable
Unrealistic expectations of a candidate or a party
Disappointment in the future
Conscious
Long-term
Informed assessment
Considered opinion
6
5 MAJOR ISSUES PARTIES AND CANDIDATES FACE IN EVERY CAMPAIGN:
“Carpet bombing”
Every campaign has to be started “from scratch”
Lack of knowledge about voters
Inefficient use of resources
Inability to track campaign efficiency in real time
Many candidates and campaign managers wait for the Election Day to understand whether their actions have been successful. The most experienced of them conduct one or two sociological studies at best.
There is no possibility to:
• track the campaign efficiency in real time• determine efficiency of staff performance• understand promptly the need for personnel decisions.
Cause No understanding of the campaign projects efficiency according to key indicators. Efficiency is measured by the number of supporters willing to cast their vote.
ResultInefficient use of resources: when a final push is needed, it turns out the funds have been depleted.
The candidates choose two or three major messages and ‘bomb’ with them through all available channels(field, media). The recipe for success here is to determine the most efficient messages and calculate the intensity of campaigning to get these messages across to the audience to attain the highest rate of support just on the election day.
Politicians do not think long-term. They do not “cement their supporters” after the election and cease communication with until the next campaign. Candidates and parties have no idea what to do with the dialogue that had been built during a political rally. This makes political players start every new campaign “from scratch” and win support of voters all over again, spending vast resources.
Most candidates do not know their voters “by sight.” They only have a general voter’s profile based on sociological and focus group research. The voters are not categorized. There is no understanding on who exactly supports a candidate or a party.
“Activities for the sake of activities”: everyone works hard but the result is still not “catchy.” The campaign is not improved or adjusted at all or not until it is too late.
HEAD OFFICE
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6 7
Traditional approaches to campaigning are no longer efficient in the current context. It is not enough just to voice your message louder than others. A more profound and consistent communication with voters is needed, when it is clear which groups should be targeted, who obtained information or benefits, how they did that, and what were the results. As a result, the voters become known “by sight.” This is called a targeted approach.
SOLUTION
Lack of knowledge
about voters
Inefficient use of resources
Inability to track campaign
efficiency in real time
“Carpet bombing”
Every campaign has to be started
“from scratch”
HEAD OFFICE
6
5 MAJOR ISSUES PARTIES AND CANDIDATES FACE IN EVERY CAMPAIGN:
“Carpet bombing”
Every campaign has to be started “from scratch”
Lack of knowledge about voters
Inefficient use of resources
Inability to track campaign efficiency in real time
Many candidates and campaign managers wait for the Election Day to understand whether their actions have been successful. The most experienced of them conduct one or two sociological studies at best.
There is no possibility to:
• track the campaign efficiency in real time• determine efficiency of staff performance• understand promptly the need for personnel decisions.
Cause No understanding of the campaign projects efficiency according to key indicators. Efficiency is measured by the number of supporters willing to cast their vote.
ResultInefficient use of resources: when a final push is needed, it turns out the funds have been depleted.
The candidates choose two or three major messages and ‘bomb’ with them through all available channels(field, media). The recipe for success here is to determine the most efficient messages and calculate the intensity of campaigning to get these messages across to the audience to attain the highest rate of support just on the election day.
Politicians do not think long-term. They do not “cement their supporters” after the election and cease communication with until the next campaign. Candidates and parties have no idea what to do with the dialogue that had been built during a political rally. This makes political players start every new campaign “from scratch” and win support of voters all over again, spending vast resources.
Most candidates do not know their voters “by sight.” They only have a general voter’s profile based on sociological and focus group research. The voters are not categorized. There is no understanding on who exactly supports a candidate or a party.
“Activities for the sake of activities”: everyone works hard but the result is still not “catchy.” The campaign is not improved or adjusted at all or not until it is too late.
HEAD OFFICE
7
6 7
Traditional approaches to campaigning are no longer efficient in the current context. It is not enough just to voice your message louder than others. A more profound and consistent communication with voters is needed, when it is clear which groups should be targeted, who obtained information or benefits, how they did that, and what were the results. As a result, the voters become known “by sight.” This is called a targeted approach.
SOLUTION
Lack of knowledge
about voters
Inefficient use of resources
Inability to track campaign
efficiency in real time
“Carpet bombing”
Every campaign has to be started
“from scratch”
HEAD OFFICE
maintaining a detailed database of supporters
creating an operational field structure with possibility to assign all levels to a specific territory
integrated tool to bind a supporter to specific polling station (by choosing city/village, street, house)
possibility to automatically assign a voter to a certain polling stationsafter entering place of residence
filtering and structuring database under various parameters
filtering supporters, opponents, undecided
tracking campaign’s financial and human resources and use them more efficiently
controlling supporters growth rate
controlling electioneers and headquarters staff management efficiency
determining priorities in contacts with voters
scheduling frequency and number of contacts
simultaneous use by an unlimited number of operators
monitoring efficiency of all campaign headquarters employees
identification of key performance indicators and monitoring their implementation
possibility to export data from Excel/Access
possibility to organize “general mobilization” on Election Day
First generation Second generation
NOTEBOOKS where electioneers record voters’ leanings during door-to-door surveys
VOTERS REFERENCE BOOKS with consolidated voters data from di�erent sources
Evolution of targeted approach in Ukraine
maintaining a detailed database of supporters
creating an operational field structure with possibility to assign all levels to a specific territory
integrated tool to bind a supporter to specific polling station (by choosing city/village, street, house)
possibility to automatically assign a voter to a certain polling stationsafter entering place of residence
filtering and structuring database under various parameters
filtering supporters, opponents, undecided
tracking campaign’s financial and human resources and use them more efficiently
controlling supporters growth rate
controlling electioneers and headquarters staff management efficiency
determining priorities in contacts with voters
scheduling frequency and number of contacts
simultaneous use by an unlimited number of operators
monitoring efficiency of all campaign headquarters employees
identification of key performance indicators and monitoring their implementation
possibility to export data from Excel/Access
possibility to organize “general mobilization” on Election Day
First generation Second generation
NOTEBOOKS where electioneers record voters’ leanings during door-to-door surveys
VOTERS REFERENCE BOOKS with consolidated voters data from di�erent sources
Evolution of targeted approach in Ukraine
Third generation
SPREADSHEETS of relations with individual voters (MS Excel/Access)
Fourth generation
MODERN SOFTWAREVoters database containing relations history with analysis possibility (TARGET software)
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Making all activities of future campaign follow the targeted approach.
Using TARGET in election campaigns
Design and
Electioncampaign
cycle
1
4
Planning
Cementing supporters. Activities between elections
Strategic planning with the purpose to obtain feedback from potential supporters.
Planning growth in number of supporters.
to provide the required election result: the number of supporters equals the number of votes won.
substantial saving during future campaigns
First campaign
Subsequent campaigns
10
Making all activities of future campaign follow the targeted approach.
Using TARGET in election campaigns
Design and
Electioncampaign
cycle
1
4
Planning
Cementing supporters. Activities between elections
Strategic planning with the purpose to obtain feedback from potential supporters.
Planning growth in number of supporters.
to provide the required election result: the number of supporters equals the number of votes won.
substantial saving during future campaigns
First campaign
Subsequent campaigns
11
А
TARGET
2
3
Мобилизация в проекте «День выборов»
Mobilization. Providing electioneers with database of supporters
Election campaigning, motivation of voters
Identification of potential supporters through the implementation of social and political projects. Cementing "loyal" supporters from past campaigns.
Division of voters by social groups. Development of a specific message and campaign projects for each specific group.
Registration and categorization of supporters, opponents, undecided.
Drafting communication mapto record and organize data on each contact with a voter.
Analysis of project efficiency according to supporters growth plan.
Adjustment of field projects to different target groups.
Adjustment of budgets depending on the projects efficiency.
Control and adjustment of staff activities depending on efficiency of each separate employee.
Verification of database mobilization capability and check of voters’ loyalty through anonymous surveys.
Providing electioneers with information from the database containing contacts of "loyal" voters living in the territory assigned to electioneer in advance (three days before Election Day).
Ring round of supporters by electioneers to determine who needs to be brought to a polling station. Mobile teams work in conjunction with electioneers on the Election Day.
As an observer on the ground, electioneer verifies the lists of voters and supporters who came to cast votes. The agitator calls a mobile team at a certain point to bring voters who have not yet come to a polling station. A mobile team delivers voters according to the same list from the TARGET application.
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New approach
- de�ning supporters, opponents, undecided- maintaining a detailed account of the supporters database- tracking and using more e�ectively both �nancial and human resources of the campaign- determination of priorities of contact with voters- scheduling frequency and the number of contacts- monitoring the growth dynamics of the number of supporters- monitoring the work of electioneerers and election sta� personnel- drafting general "mobilization" on Election Day
Security
Convenience
Advantages of TARGET software
- all information is stored in a "cloud" storage outside Ukraine- di�erent levels of access for di�erent users; the leak of the whole database is impossible- total con�dentiality
- possibility of simultaneous use by unlimited number of operators- possibility to monitor the e�ciency of the work of all election sta� employees- availability of a tool to de�ne key performance indicators and monitor their implementation- automatic assignment of voters to speci�c constituencies upon entering of their address- possibility to build customized databases- possibility to �lter data by di�erent parameters- possibility to import data from Excel or Access - the program does not require installation and complicated settings- after receiving the login and password, you can work from any device with the access to the Internet
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The functionalities of TARGET
Candidate/Party Section
Projects Section
Area Section
Organization Structure Section
Supporters Section
Reports Section
TARGET is split into 6 logical interconnected blocks. TARGET software is organized to allow you seeing the situation at different angles.
Where election campaign is held
What promotion materials are used to communicate with voters
Who we promote
How many people are available to implement election campaign
Comprehensive supporter database with all contacts obtained during election campaign
Reports by all campaign parameters
13
The functionalities of TARGET
Candidate/Party Section
Projects Section
Area Section
Organization Structure Section
Supporters Section
Reports Section
TARGET is split into 6 logical interconnected blocks. TARGET software is organized to allow you seeing the situation at different angles.
Where election campaign is held
What promotion materials are used to communicate with voters
Who we promote
How many people are available to implement election campaign
Comprehensive supporter database with all contacts obtained during election campaign
Reports by all campaign parameters
1414
TARGET software user interface
1515
І. AREA Section
1. Individual split/alteration of borders of constituencies.
Functionnalala ititieiess ofof TTARARGEGETT
1616
Display of the borders on a mapUltra-convenient synchronization with the CEC website database
FFuFuFuFuncncncnctititititiononononalaalalallllla itititittiii ieiieiei sss fofofof TTTTARARARARGEGEGEGETTTT
1616
Display of the borders on a mapUltra-convenient synchronization with the CEC website database
FFuFuFuFuncncncnctititititiononononalaalalallllla itititittiii ieiieiei sss fofofof TTTTARARARARGEGEGEGETTTT17
2. Individual split/alteration of borders of constituencies.
17
1818Functionalities of TARGET
Flexible configuration of a constituencyDisplay of the borders on a map
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3. Interactive Google map with the option of filtering the information
19Scaling ranges between all - Ukrainian to precinct level.
by election typeby representative body
by constituenciesby precincts
19
3. Interactive Google map with the option of filtering the information
19Scaling ranges between all - Ukrainian to precinct level.
by election typeby representative body
by constituenciesby precincts
20
4. Display of the borders of separate constituency election commissions, territorial election commissions, and precinct election commissions on a map
Possibility to filter and display on a map the location and borders of each peculiar election commission or all election commissions simultaneously.
For convenience, the information can also be viewed as a table. FuFuncnctitiononalalititieiess ofof TTARARGEEEEEGE “T“T“TTTT21
1. Creation and management of any project that involves direct contact with voters
ІІ. PROJECTS Section
Additional text box with an option of entering complete description of a projectInformation on number and types of contacts within a project
Funcncncnctionalities ofofofofof TARGET
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1. Creation and management of any project that involves direct contact with voters
ІІ. PROJECTS Section
Additional text box with an option of entering complete description of a projectInformation on number and types of contacts within a project
Funcncncnctionalities ofofofofof TARGET
22
2. Convenient display of project map
* useful when planning the total number of contacts with each voter
display of the name, starting and end date of a projectdisplay of number of each type of contact for each project
22 23
1. Creation of an organizational set-up
ІІІ. ORGANIZATION STRUCTURE Section
23
- creation of a structure at any level (country, region, constituency, district, settlement)- unlimited number of possible customized subordination levels- assigning an organization structure to an unlimited number of candidates and projects- assigning an organization structure to any territory, up to a precinct- possibility to have personal login and password for each employee - convenient administration of the structure (especially useful when simultaneously managing multiple campaigns at di�erent levels)- �exible settings for individual needs
22
2. Convenient display of project map
* useful when planning the total number of contacts with each voter
display of the name, starting and end date of a projectdisplay of number of each type of contact for each project
22 23
1. Creation of an organizational set-up
ІІІ. ORGANIZATION STRUCTURE Section
23
- creation of a structure at any level (country, region, constituency, district, settlement)- unlimited number of possible customized subordination levels- assigning an organization structure to an unlimited number of candidates and projects- assigning an organization structure to any territory, up to a precinct- possibility to have personal login and password for each employee - convenient administration of the structure (especially useful when simultaneously managing multiple campaigns at di�erent levels)- �exible settings for individual needs
24
2. Creation of an employee profile
FFFFuFuFuFuncncncnc iitititititionnonononallalalaaaaalitititttieieieei sss fffofof TTTTTARARARARARGEGEGEGEGETTTTT24
- assigning an employee to area, projects, candidates- individual authorization settings* for different tools (view/edit/delete)- flexibility of settings for individual needs
* For security reasons, the client personally gives the right to remove information to certain employees. The basic settings do not provide for the delete right.
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3. Interactive organigram
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• displaying all subordinates within the organizational set-up • number of staff members, subordinate agencies, staffing level of lower agencies• number of candidates and projects
26
4. Interactive multiple search
Funccccttttionalities ofofofofof TTTTARGET26
• for separate subordinate structures • for employees
26
4. Interactive multiple search
Funccccttttionalities ofofofofof TTTTARGET26
• for separate subordinate structures • for employees
27
ІV. CANDIDATES/PARTIES Section1. Possibility to simultaneously manage campaigns of an unlimited number of candidates and/or parties
For instance: you can simultaneously manage election campaigns of candidates to local councils,candidates to the Verkhovna Rada, mayor candidates, etc.
1. certain projects2. area of balloting (constituency)3. area of balloting (constituency)
allocation of a certain candidate/party to
planning the number of required CONTACTS with supporters for each candidate/party
27
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2. Convenient display of candidates/parties profiles
A pro�le is created for each subject listing key information: balloting area, executive body, subject of balloting, number of projects allocated and number of contacts under this project
28
28
2. Convenient display of candidates/parties profiles
A pro�le is created for each subject listing key information: balloting area, executive body, subject of balloting, number of projects allocated and number of contacts under this project
28 29
1. Automatic drafting of a voter’s profile
V. VOTERS Section
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• filters by each separate candidate/party • filters by areas
30
2. Individual drafting of a supporter profile*
Funcncncnctionalities ofofofofof TARGET30
• Creation of individual boxes as needed (anything from name to bank account)• Up to 30 boxes to fill in
*When an address is added, a supporter is automatically allocated to his/her polling station.
30
2. Individual drafting of a supporter profile*
Funcncncnctionalities ofofofofof TARGET30
• Creation of individual boxes as needed (anything from name to bank account)• Up to 30 boxes to fill in
*When an address is added, a supporter is automatically allocated to his/her polling station.
31
3. Individual “map of contacts” with each voter
31
• Which member of staff, when, within which project and how contacted with a voter• Displaying results of contacting each separate voter (supporter/potential supporter/undecided/opponent)
32Funcccncttttionalities ofofofofof TTTARGET
VІ. REPORTS section
1. General information
32
• Summarized information on the status of supporters • Summarized information on the weight percentage of the project in overall communication with voters
33
2. Interactive report by territory
33
• Summarized information on status of supporters (supporter, opponent, undecided)• Filtered information by candidate/party, region, area, city/town/village
34
Summarized information on contacts with supporters broken down by:
3. Interactive project report
81 (36/6 15// )
Funcncncncttttionalities ofofofofof TARGET34
• candidate/party• project• time period.
Summarized information on the status of supporters
34
Summarized information on contacts with supporters broken down by:
3. Interactive project report
81 (36/6 15// )
Funcncncncttttionalities ofofofofof TARGET34
• candidate/party• project• time period.
Summarized information on the status of supporters
35
162 (51/101// /10// )
35
Displaying of summarized information on several candidates/parties and projects
This report is useful for assessing efficiency of each project and making decisions on whether to continue or reorient efforts to another project.
3636Functionalities of TARGEGEEETTTT
4. Interactive report on organizational structure
36
Displaying and filtering summarized information on the status of voters: - Broken down by candidates/parties- Broken down by projects assigned to certain subjects of the organizational structure.
Leaders (highlighted in green) and outsiders (highlighted in red) of the organization structure are selected depending on their plan performance, which allows making timely personnel decisions.
37
5. Interactive report on a candidate/party
FuFuFuFuncccncncn titititionon llalaliitititiiieiess offofofofofof TTTTTTTARARARARGEGEGEGETTTT
Summarized information on fulfillment of the plan on supporters’ engagement.
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Advantages of TARGET
New approach Security
EaseConvenience
383838383838338383838383
Advantages of TARGET
New approach Security
EaseConvenience
