ABSTRACT
A campaign strategy is the controlling authority for the campaign budget, dictating targeting, staffing, fund-raising, scheduling, and nearly every other function of the campaign. It identifies the target groups, thus dictating budget allocations for TV and radio ads, direct mail, and phone banks. It provides a guide for both the on-site staff and consultants who are needed to carry out the campaign plan. Before developing a campaign strategy, consultants first evaluate the factors that are likely to affect the outcome of the campaign. SWOT is an acronym for "Strengths, Weaknesses, Opportunities, and Threats". CAT analysis focuses on identifying the contingencies, assumptions, and tactics of a campaign. The assumed incumbency strategy recognizes the value of incumbency in some political campaigns. While new strategic models seemingly arise with each new election, three traditional models for campaign strategies have been around for years: Stephen Shadegg's easy decision strategy, the ticket-splitting strategy, developed by DeVries and Tarrance, and Joseph Napolitan's least objectionable candidate.
