The presentation describes defining success in a political context, understanding types of political brands, developing a tool kit of political brand techniques and creating a political brand using public opinion polling.

The manual provides information on creating an effective campaign message, communicating with voters, volunteers, mobilizing voters and managing the campaign. The training was conducted for four different independent political groups in 2009.

This presentation from a two-day training focuses on new media campaigns and using the Internet as a tool for enhancing readership and promoting messages. Three proposed goals are: answering why, improving relevance and increasing activity. Examples of types of content, design, delivery and an action plan are included.

This presentation focuses on how candidates and parties should plan their message before undertaking an initiative or campaign. The Issue Matrix tool highlights four areas: how we define ourselves, how opponents define us, how opponents define themselves and how we define our opponents. Examples are provided.

This presentation describes elements of a successful communications strategy, including themes, sub-messages and selecting the medium. It includes the Issue Matrix Tool for planning messages and gives examples and a group exercise.