FROMCAMPAIGNPLATFORMS TOLEGISLATIVEAGENDA

FromCampaignPlatforms By toLegislativeAgenda LilibetA.Amatong

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JumpstartingtheNewLegislators JumpstartingtheNewLegislators inthe15 Congress inthe15th Congress

July19,2010 NCPAGTrainingVenue,UPDiliman,QuezonCity NCPAGTrainingVenue,UPDiliman,QuezonCity 19July2010

Terminal Objective

Having made it to the 15th Congress, the participant should be able to identify his/her priority campaign platforms and reflect them in the legislative agenda.

Enabling Objectives: 1. Identify factors that make a successful campaign platform. 2. Determine what will sustain constituents support; thereby, pave way for reelection. 3. Translate campaign platform to legislative agenda.

WhatMakesaSuccessfulCampaignPlatform?
COLLABORATIVEN CENTEREDNES S ESS

CONNECTEDNE COMMITMENT SS

COREMESSAGE

You Are The Message uaretheMesage

* Commitment to what you say because what you say is who you are. * Knowledge of the issues because you are among the others. * So knowledgeable, that you feel and can articulate the issues.

Understanding the political mindscape will allow you to approximate voter behavior, thus understanding this dynamic allow you to formulate a more

effective MESSAGE.

Demographics represents a population according to their objective characteristics Location, Age, SEC Class, Gender

Psychographicsrepresents a population according to their values, attitudes, personality and beliefs.Activities, Interests,
Opinions

Relevant facts about voter behavior such as voter turnout, past preferences for candidate type, etc.

PROJECT ARAGON: 5 PsychographicProfiles of Filipino Voters

Key Psychographic Segments to Target

Key Psychographic Segments

Resigned Pessimist (19%) Concerned Participant (34%) Progressive Democrat (21%)

By targetingsaid segments, we reach

74%of the votes

What are their demographics?

WHO
Resigned Pessimist (19%) Concerned Participant (34%) Progressive Democrat (21%)

WHERE
NCR Urban NL, Mindanao Rural Viz, Mindanao

GENDER
Male Parity

AGE
35 up 35 up

CLASS
ABC D2

Parity

17-20 y.o.

Key considerations in vote choice!

Maka-masa Mataas ang pinag-aralan Nakatubog sa mga issues/problema sa kaniyang jurisdiction

November2122,2007

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How to reach your voters: ARelationalCampaign

SHIFT THE BASIS OF YOUR CAMPAIGN:
POWER & INFLUENCE vs. RELATIONSHIPS

BUZZ WORDS -21st century leadership

shared leadership, active citizenship, generational politics, politics of the fringes
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KEY STRATEGY!

Storytelling
A STORY OF THE SELF (kandidato)

RELATIONAL CAMPAIGN

A STORY OF US (supporters ng kandidato)

A STORY OF NOW (dahilan at motibasyon)

Building a Relational Campaign

Themes for the

Themes for the

Themes for the

Resigned Pessimist (19%) 1. Talk about the future jobs and the economy 2. Get them out of the rut and appeal to their better

Concerned Participant
(34%)
1. You matter 2. Talk about your experience as a young politician/who understands the young and why you entered politics 3. What drives you as a public servant? 4. What will make different?

Progressive Democrat
(21%)
1. Talk about your

accomplishments
2. Of being a public

angels
3. Identify and rally on the concept of a Better

servant
3. Of moving around the

halls of power
4. On positivist view of power and politics 5. Scorecards that have put Philippines in a bad reputation: Dying city, napag-iwanan, etc.

Philippines
4. Try a different leaderyoung, new energy, vibrant, hardworking and capable

you

Using the Segments to Build a Relational Campaign

People see the world in 2 ways: 1. Emotional heartissues

2.

Rational headissues
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APPEAL TO BOTH BY PRESENTING STORIES OF

CHARACTER and COMPETENCE

Madaling lapitan Maka-masa Matulungin Matapang May paninindigan Maka-Diyos
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Magaling mamuno May karanasan Mataas ang pinag-aralan Galing sa respetadong pamilya

CONSIDERATIONS IN VOTE CHOICE

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Pag-uugali ng kandidato
Natapos na antas sa paaralan o pinag-aralang kurso Karanasan sa pulitika Pananaw sa buhay Paniniwala o prinsipyo sa buhay

39
15 15 11 20

23
15 21 20 22

16
24 19 22 19

12
23 24 24 18

11
23 21 23 21

CHARACTEROVERCOMPETENCE!
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Criteria for deciding on VOTE CHOICE

November2122,2007

FOR THE POOR. JUMPSTARTINGTHECAMPAIGNTRAIL

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VOTERS: MEDIA is MAIN SOURCE OF INFO on ELECTIONS

November2122,2007

StillLocal

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Television!

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VOTERS: If non-media, FAMILY and FRIENDS!

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INTROSPECTION

COMMUNICATION PLAN

QUALITATIVE RESEARCH

QUANTITATIVE RESEARCH

How we do it

Salamatpo!

February19,2010

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