• 01. My candidacy

    What makes you apply for public office? This journey brings a series of personal, professional challenges that need to be considered before making a decision. Your candidacy needs a lot of initial planning for you to take the lead and leadership you need in the election.



    02. Ethical Dilemmas

    What do you understand as Power? An election campaign brings a series of ethical challenges and an understanding of the Republican power's relationship to the ambitions and personal goals of a candidacy. The way your candidacy deals with this issue will dictate her relationship with the voter.



    03. Voter Behaviour

    Do you know your electorate in depth? Know your voter and how he chooses his vote to outline a coherent campaign strategy.



    04. Use of data in the election campaign

    How to use data to design your election campaign strategy? Your application can legally access a range of electoral data to help formulate your campaign strategy, such as public data from the High Electoral Court, opinion polls, universities, as well as segmentation of data from users' web browsing. Understanding data capture and use is important for an effective election campaign.



    05. Contextualisation

    Knowing the environment around you is essential in elections. From the historical constitution of the political behaviour of the Brazilian voter, the structure of electoral governance in Brazil, to a sensitivity regarding the political conjuncture of his city. Candidates with a good understanding of the construction of the Brazilian electoral system, the profile of public office occupants in Brazil, the dynamics of political parties, and electoral rules come out with a comparative advantage.



    06. Digital Elections

    How has your lifestyle changed with connectivity and the use of technology? The use of technology impacts the design of our life in society, our personal relationships and with institutions, and consequently impacts the way electoral campaigns are conducted. Around the world, we see a number of practical applications of technology use in elections that can help your candidacy develop its own form.



    07. Electoral Legislation

    Knowing the electoral rules is essential before even considering being a candidate. Your campaign will have an expert lawyer who can handle these issues in depth, but you need to know the basics to guide your team and make strategic decisions. The least that the candidacy needs to know are the main milestones in the electoral calendar and the most common mistakes made during the electoral period.



    08. Team

    Your primary role is to represent your candidacy and present your ideas to voters, not to be on the campaign committee managing your team. A successful campaign has a well-structured campaign team with clear assignments and decision making.



    09. Developing and Implementing a Campaign Strategy

    Developing a strategy for your campaign is the most important step that will dictate the success or failure of your goal of getting elected. You and your team need to devote time and structure a strategy that takes into account the election data, the political conjuncture of your city, and your Party, as well as your purpose for leadership of this group. This will enable you to develop a strategy that will organize your team and manage the roles, responsibilities and egos of senior campaign staff. Then your team will do the tactical planning to set campaign times - what to talk, how to talk, when to talk, and to whom to speak - for the vote and feature request.



    10. Crisis Management

    How can your application take advantage of crisis situations and turn it into an opportunity? With well-planned crisis governance and a structured war room, your campaign will be prepared for the weather that is normal during the campaign.



    11. Fighting FakeNews

    Misinformation campaigns, which include FakeNews, can disrupt your campaign and misinform your constituency about key issues about the political environment, other candidacies, as well as about your personal life and the ideas your candidacy advocates. Understanding how this content is shared, as well as strategies to combat its spread and effects, is critical to keeping your campaign message aligned with the reality of the facts.



    12. Designing the Campaign Budget

    Money is the lifeblood of any election campaign. Your campaign will need to design a budget that is aligned with the strategy and goals you want to be met, but also adaptable.



    13. Crowdfunding

    Crowd what? Crowdfunding is a tool that can help your campaign mobilize a supporter base as well as being a source of decentralised revenue during elections.



    14. Philanthropy Network

    In parallel with crowdfunding you need to present your intention to apply for donors who are able to make more robust donations. You will need to plan your attendance at fundraising events that align with your agenda, as well as promote your own events. At all times, you will need to train “ordering”.



    15. Campaign Transparency

    Your election campaign should value transparency. This may be a value you can defend in your campaign, but there are some important rules that come from the TSE. Learn how to maximize your fundraising while staying within the law. Be transparent and build trust.



    16. Network Society

    The expansion of internet access has brought with it new forms of communication and organisation in groups that require less a hierarchical structure and more a horizontal articulation that mobilizes and fosters sharing and collaboration. A successful campaign needs to understand this dynamic to enable the network to align with the campaign objectives outlined during the strategy. A community around your candidacy only strengthens the robustness of mobilisation and brings people who believe in the cause you advocate. Engage with local leaders who can leverage your application and cause.



    17. Persona and Campaign Storytelling

    Since before we, as human beings, developed writing, we had a good story. We have writing to immortalise the stories that mark them as a community and as individuals. A good story can build from the union of a community to the constitution of a national identity. But after all, what is a story and how can you tell it in an election campaign? This, we will tell in the next chapter.



    18. Electoral Marketing

    Produce effective and unpaid paid advertising that brings your story to your constituent. It is important to have the technique and know how to reach the voter in a time of saturated advertising. Speak to the voter in captivating language and dialogue with your reality. Use digital marketing tactics such as Sponsored Links, Adwords, Facebook Ads, Mailing, Facebook Ads, Content Production and SEO; as well as offline marketing tactics such as door-to-door, street activities, participation, smart leafleting.



    19. Press

    Work with the press and use media coverage to your advantage. Learn how to behave, what to say and what matters most, what not to say.

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