The Message Lab
Pick the three or four issues you'll run on, expand each one into a page, research yourself and your opponent, and ship your message by email, press and your editorial calendar.
Your message is your issues
In a local race, your message isn’t a slogan. It’s the three or four issues you run on, said the same way every time, by you and everyone who speaks for your campaign.
What you’ll do
You’ll pick your issues and expand each one into a page with evidence and sources. You’ll research yourself before anyone else does, then your opponent: their profile, their record and the frames they’ll use. Then you’ll turn it all into sub-messages framed for the voter, and ship it by email, press and a weekly editorial calendar.
The workbook comes with it
The course includes the Campaign Messaging Workbook, and every lesson points you to the page you fill in next. It’s also one of the five courses in Campaign Bootcamp.
What's included.
Includes the Campaign Messaging Workbook: the course walks you through every page of it.
- 15 self-paced lessons: Your Issues, The Opposition, The Message and Shipping It
- Your three or four main issues, each boiled down to a few words and expanded into a page
- Opposition research on yourself first, then your opponent's profile, record and frames
- How to answer their message without repeating it
- Sub-messages framed for the voter, the four formats, press and blogs, email and your editorial calendar
- The Campaign Messaging Workbook (PDF), included
- Access to the Planning & Strategy and Digital Operations community spaces
This course is part of Campaign Bootcamp.
The Bootcamp is all five courses together (First 30 Days, The Message Lab, Call Time Fundraising, Field and Volunteer Ops) with all four workbooks, plus the Campaign Plan Template and the Win Number Calculator, for $279.
See the BootcampThe Message Lab
Build a message voters remember, and the system that gets it in front of them every week.