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Madrid, December 13 - 15, 2011
Introduction|
Program Objectives|
How will you benefit|
Methodology|
Who should attend?|
Faculty|
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Introduction
What are the keys to the success of an electoral campaign? What is the best way to effectively manage the media? What are the critical elements in the implementation of an electoral strategy? How should political messages be expressed so they have an impact on voters? How can the opportunities offered by social networks be seized?
The growing complexity of electoral campaigns in recent years has made it necessary to manage them more professionally. Campaign development is now marked by analyzing the context and designing a strategy, two factors that have a decisive impact on election results and success. The program will address the key elements of a modern campaign: strategy design, planning, effective management of the candidate’s time, the media, creating a fundraising plan, designing a budget and using new technologies and social networks. The program will enable participants to meet the demands posed by modern political campaigns by combining theoretical and practical knowledge from successful cases to present an overview of an effective campaign. In addition to IESE’s prestigious faculty, the program will also feature the expertise of Steven Jarding, a campaign manager and lecturer of Campaign Management at the Harvard Kennedy School of Government, renowned expert in campaign management and political strategy in the United States.
Program Objectives
Strategic Planning
A good electoral campaign does not involve improvisation; rather, it calls for very careful planning. We will review strategic planning and analysis processes by examining features that demonstrate good implementation. We will learn how to design a field plan, use the telephone to mobilize supporters, make door-to-door visits and organize support committees. Campaign Team Leadership
As in any organization, a good campaign team should be selected and have well-defined roles. It is very important to have a clear strategy and good internal communication. Methods of Analysis
The program will analyze the social context, the electoral target, voting intentions, the design of surveys and polls, as well as methods for evaluating the effectiveness of communication, and analyzing and interpreting results. We will also discuss the need for surveys, the media and consultants and how they should be used. Our own research programs will be examined, along with those of the opposition. Time Management
The candidate’s time is a very valuable asset in any electoral campaign. Effective time management should take into account multiple factors. Political Communication
We will assess the importance of having a good communication plan that makes it possible to manage internal and external perceptions related to the campaign. During the program, we will study different election scenarios, topics and images from a communication campaign, how messages are prepared, writing political speeches, media campaigns, setting up a press office, and the construction of a politician’s image. We will also analyze communication strategies in a crisis situation, when prior planning is necessary to provide a quick, clear response and an effective communication plan. Economic Management
We will study the development and implementation of a fundraising plan and the design of a campaign budget. New Technologies
The increasing possibilities offered by new technologies will be analyzed, especially the use of the Internet and social networks.
How will you benefit
The program provides the knowledge needed to:
• Plan effective strategic implementation of the campaign.
• Efficiently manage the campaign team.
• Know the methods of analysis needed to study public opinion.
• Design the communication plan of the electoral program and use management tools for political communication.
• Understand all opportunities offered by new technologies for the success of electoral campaigns.
• Adeptly organize the candidate’s agenda.
• Develop the campaign budget.
Methodology
The program utilizes the case study method, complemented by conferences and workshops, to address the different aspects to keep in mind when leading an electoral campaign.
Who should attend?
The program is aimed at campaign managers, candidates and election officials who wish to acquire specific training in election campaign management and political communication strategies.
Faculty
| Professor José Ramón Pin
IESE Academic Director for Public Management Programs
Professor of the Department of Managing People in Organizations and José Felipe Bertrán Chair of Governance and Leadership in Public Administration at IESE. Director of IRCO (International Research Center on Organizations) at IESE and academic director of the Executive MBA. Ph.D. in Political Science and Sociology, Universidad Pontificia de Salamanca. | 
| Professor Steven Jarding
Lecturer in Public Policy at Harvard Kennedy School of Government
He is recognized as an expert in campaign management and political strategies. He has managed campaigns or served in senior roles for US Senators Tom Daschle (D-SD), Bob Kerrey (D-NE), Jim Webb (D-VA), John Edwards (D-NC), Tim Johnson (D-SD) and Mark Warner (D-VA). He has run National Leadership Committees for Kerrey and Edwards and has served as senior advisor to the Democratic Senatorial Campaign Committee. In 1996, Roll Call magazine named Jarding one of the "50 most influential" political people in Washington and in 2002, The New York Times Magazine profiled Jarding as someone who wins races in places he is not supposed to win. His management of Warner’s 2001 gubernatorial race was hailed the best run campaign in America and his work in Webb’s 2006 win over Senator George Allen was called the biggest upset victory in America. He has been a Fellow at the Harvard Institute of Politics and a Fellow at the Congressional Studies Center at the University of Oklahoma, where he received his Master’s Degree in government. He holds a B.A. degree from the University of South Dakota and is co-author of the political book, Foxes in the Henhouse. | 
| Antonio Núñez
Program Director
Special Programs and Public Administration Leadership Program Director at IESE. MC/MPA, Harvard Kennedy School. Executive MBA, IESE Business School. BSc. In Business Administration, CUNEF, Universidad Complutense de Madrid. |
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