With that. [applause] hello everyone, how are you doing today . I hope you are awake after lunch at. [laughter] and the break. Hopefully i will keep you awake too. My name is kiana we are going to be talking about building your campaign voice. This is all about the voice, the width of your campaign or your brand. Just a little bit about me, my parents are sheet her hers. Im originally from chattanooga, tennessee i lived in atlanta for eight years where i started my political career so im glad to be back. Right now im the director Digital Strategy were moving to chicago and doing a plug it. I am hiring, please come see me tonight. I just finished being the bp on emilys list. As a digital director and i was a deputy digital director for warnock on his first race and also it was an organizer on abramson 2018. Deafly excited to be back in be here with all of you. All right, let me move this and mike i feel that i cannot walk around. What we were talking today about is how to build your campaign voice. The entire goal of this session is how are we crafting eight unique, distinct and authentic voice for your campaign . I am stressing authentic. That is a big piece of your campaign voice. We will get into it that actually looks like. We will talk about how were going to be doing this. We will definitely dig into what is this voice . Why do we do this . How does it work . What does this mean . Understanding the what and why of your campaign voice. How to craft your unique campaign voice and how to actually apply that in your campaign. Were also going to actually develop a voice guide at the end. We are going to go and get into very practical. You will come out of this with an actual way to craft your strategy and a voice guide. All right, we are going to do a call out i want you to think about someone with a unique voice. When i say unique voice either the way it sounds or tone persona. Raise your hand let me know if its a unique voice. Oprah, thats a good one. What about operas a voice mixer unique . Warm and on. [inaudible] that is deafly true. You know that is oprah even if you just your audio, exactly. Expresident per. Of barack obama. Yes. One more question about that. Again, tell me what makes that unique . We can go back to that the mike. He has a distinctive voice. No one sounds like president barack. Its different. You know you hear him talking you just know its very distinct. Its very suave a, it is distinctive. Thank you, know that is exactly right. Were actually going to get into Barack Obamas voice later at. [laughter] will come back to that one. Will take one more route i saw your hand first so at the pink sweater here. Fran drescher per. I use that as my example. Lets talk about grand gesture adjusterfrom the nanny. And so why i think her voice is unique but carries but also she laughs a lot and thats very infectious in my opinion. Rates. Just like everyone described the voice theres also a part that talked about their persona. Their essence. This not to say the words you are saying the why what is behind this . Thats what we will be discussing. When we mean voice we are actually talking about what we say. Our personality behind what we say and how we are actually saying it. Since our comms message. This is what we are bringing to the world. That is part of it. You are really just making that strategy come alive. How they will experience the campaign. I have a saying if you think about a campaign as a body. You have your Campaign Management is probably going to be that brand. Of the whole strategy together but you have your organizers that her hands and feet. They are doing the movements. Calm, your physical voice that may be sound confusing. Digital is that persona. I believe that voice is mostly carried out through digital. That is are people experiencing your campaign first. Theyre clear to see the touch points up or they will feel the campaign. They will have that personality of your campaign through digital. So, what is voice not . Im not getting to the clicker. What is voice and not . Your voice is not just that coremessage like i mentioned earlier. It is not your policy position. So thats another thing. This is not where you stand. This is not just your content strategy even though it you can definitely build your strategy up of your voice. This is not your outreach plan. Those are all tactics that happen once you learn what your campaign voice is. We are going to the short exercise they were going to parent was someone at the table find your partner get in the group of three over going to do next talk about what campaigns have unique and distinctive voice. Throughout obama a specific campaign of the top of your head. Were going to take about five minutes a very unique distinctive voice. All right so now. We talked about terms campaign americas a horrible place less is in charge of the campaign he ran and how he can for this campaign. Aoc the with the voice of the campaign how its possible how thats embodied in so many different layers. Also similar narrative. We are here we can participate in this electoral progress and whenthe election that way. This flood of extreme contrast even starting with trump and thinking about his targeted the hardworking american. The more lower house rule everything up but that is very consistent to my message. Has smart youthful energy. Very much trying to bring everyone back together. I love how you shared different contrast through that. In her initial and finishes overlay stop talking i am not the kind of person who should get sent to congress the person was in the seat did not. I let my friend speak about her because she talks that way better. How he had to go for the runoff he basically changed entire messaging in less than a week and pivoted around too go into january. You saw in real time. What constituencies he decided to go behind him and how him and warnock decided to link up and run their campaigns ensure their stuff together. That was his speech he sends his constituency representative down to all of the counties they see someone they didnt have the call to atlanta to get help he has gone to military base and because of him the Lieutenant Governor of georgia has his Constituency Office like around fort stewart and third id. As talking about how he did a whole 180 within a week and a half of having and run straight into the runoff per. Thank you. Thinking about all of the examples you gave. What did you feel when you would see him do things like that . Eat hurt and he understood he did not win that general because he was not listening. Something clicked with him having to go into that ran off and he paired up that they were going to sink or swim together. And they were at the new georgia. He said i hear you and i hear the bass isnt saying this. He pivoted on the dime and reshuffled himself and now hes been in congress hes there for right now. That was that the. That is true. Just like you described it with that, when they were able to come together, that showed they ordered together to make that happen. You got the feeling he was listening. He was finally listening to people so that was right. We will go to this table. Will do one more with your table two. Is really remarkable when democrats had 40 seats and all of these powerful candidates and nationally one of them, katie hill flipped historically republican district in northern l. A. County and part of Ventura County that are one of the highest proportion of the Police Officers but know this was not theorange its katie ported thas 45 this is 25. She started off and a suit as she completely changed . And she said this is not me. She related and featured an vice. We all know what happened. She resigned in light of the incident. It is incredibly compelling as is, since we are in georgia lucy makes beth which flipped which is historically a gop congressional district. I think the home flipping a district on temp gop incumbent. In oklahoma of all places she lost the 2020 she watched narrowly but, to eight female candidate but she was able to flip that seat. It was incredible democrats could flip on oklahoma. So many powerful stories but 2018 women candidates particularly really powerful. Thank you. Relatability. You could tell from the tone the tactics they were bringing they were relatable. Thats really what helped seal the deal. Just like we talked about, you were a voice is an essential part of a Winning Campaign strategy. So as you can see in the slides right here its how you are expressing yourself. You are making your self feel noble to key audiences with the example is press and constituents. As you campaign your voice. It relates to the people youre trying to win. What youre trying to turn out. He would be trying to persuade. This is how your connecting with the voters and how you are motivating your supporters. There are candidates you can probably think of you can think of it. Dont understand why they are running. May not have felt the reasons behind it and how that really master some things are putting out. And over time you started to understand that. What is happening is they were developing their voice. They were really figuring out what about them because thats the key. Youre not just creating a persona you think will work but what about you . What about your essential story will connect to the people that eat trying to support you or even vote for you. All right we are going to talk about the three seeds of campaign voice. You start to think there how are you going to create this voice . How are you going to tell the story . You need to think about these three. One common consistency. As you mentioned to a few of you in your talk about the campaigns you could really tell their tone of voice. There is a very consistent expectation they were setting with her audience. You see this campaign and it really can tell what they are about from top to bottom. That is how you have consistent campaign voice. And in turn delete, you have to be unified in that. When youre developing this strategy you need buyin from everyone. Cite your columns and messages different digital voice. The way you talk about the voters and organizing is different. It all has to be consistence. They all have to live together. The next c is connection. Thinking about your connection, how are you building that trust . How are you connecting to people . Someone mentioned relatability. That is how you are building that connection. That is building that trust. Youve got to think about what about your candidate . Your aura and your brand that is connecting to people. You dont have to change your candidates and create someone youre not. You have to pull out of their personal narrative what matches your voters. What you see in polling that people care about . What about your candidate meets those answers . Internally again its all about the department collaboration. How are you all collaborating to carry out the connection point building the trust . And then again it is clarity. Thinking about who you are and who you arent. Being a very clear. Very specific of understanding what does your candidate bring to the table what are they not . How are they different from their opponent . These are all things also how you will communicate and respond. Those are another thing you are going to have to figure out internally. In your team spaces how you will communicate, how you will respond and how you will draft content. Since my when youre defining your voice as early as possible you have to understand what is your campaign dna . Its all going to be built together as you are defining that voice. You have to do this from the top. This is not something you should get the end of your campaign. Youve got to start from the beginning. Someone mentioned the soft campaign when it came down youre essentially building a new campaign we were building completely new campaign you do staff, everything. We had to reevaluate what we did right to during the primaries and then what we were going to do during the run off. How could we tied together what we learn and what didnt work to carry that message and carry it home . Our road, some people are going to join amid the cycle. You may start at an organization after theyve had a very specific voice. Personal example working at emilys list i came in when they wanted to reach younger audiences. So, even though our message was to elect democratic prochoice moment we wanted to make sure this was translating to other people. So i came in, in the middle of this process. Having turn that voice in how we were going to tell that story. This is going to happen but youre going to come in the cycle youre going to join an Organization Later on. You need to know that is fine you can pivot, you can refine, you can make those adjustments based on polling you make it a pullback seeing this candidate is not relating to black women voters. So, what can you pull from their story that will do that . How can you change your tone to make sure you are still relating to these voters . Also as your campaign involves when you are going into turn you need to amp up the volume. You need to really get people interested and motivated so they can go out and vote to put your tone might be having more excitement. There might be a new energy to that. Runoff versus a general. We had to turn up the energy and get everyone together. Obviously the tone changed. Then as you were getting feedback so think about the pole i mentioned earlier when youre sitting down actually talking to voters and realizing this is not registering with us. Not the candidate changes. Its a big thing i want to stress your candidate is the same candidate but how you are youretelling their stories were changes. Pieces of their story it might resonate to one voting bloc than it does to the others. That is fine we want candidates that represent everyone. So you have got to figure out what that is is going to evolve involveif you know your audience better. As youre starting to understand who your audience is, a jew or being able to connect with them especially online. That is a big one. You might realize the tone we are doing is not registering online as well as it is in ads for personal example i work on the val demings campaign we were very much tough cop persona at the beginning. We are making people knew she was tough on crime she was different than marco rubio, she was that week. Theres another side of her personality that was very relatable, very personable. Well be on the campaign trail and voters would be they may not see our campaign all the time. Really personality on when we were online. Parks or not were going to talk about how to actually do this. How would you craft or camping voice. This is how i really look at building out a strategy. You have to start with the end goal. To think about election day. What do i want my campaign to look like on election day . What do i want people to say about the work that we did . Did i went our campaign to be the one that turned out young voter . Do i want to be the campaign fighting for labor union a champion for the working class. Start the election day i start from the ultimate goal election day. I think the checkpoints, milestones along the way but helps us evaluate if it is working. This approach really does help is your building out your platforms, your content even your staff in florida. In florida it we knew we had to reach the spanish audience so we had a bilingual. Everything had to be bilingual. Things like that you have to think about whom i going to hire to reach that goal . Thats the way youre going to keep the campaign on track and know things are working or not. I call this the northstar strategy. Think about your northstar. What is the point you want to have at the end of all this . As you are building out a digital program, your comments to program any program honestly you need to think about what is going to look like on the final day. This can translate to organizations for the essay were building out a very specific campaign. A messaging campaign. Think about what you want to happen at the very end of it and work backwards so you can think through your clear and specific objectives. You can think about what is the narrative to get to the goal . How are you going to message this to the public to make sure they are able to connect to the purpose of that. There were going to break it down into specific tactics. The examples you gave earlier a lot of people are talking about taxes. They were talking about things they did in the field. That comes from your voice. That comes from what youre doing. These of the tactics you were going to develop in your thinking about the northstar. In the meat milestones. What point do need to reevaluate . At what point do we need to realize this outworking and try again. Understand the progress of those objectives how you can adapt to your program to what is needed. All right, like i mentioned you have to have buyin. You have to be able to make sure all of the departments understand what is going on. We have fort departments here, current digital, political, and finance. How is this going to translate . So it comms, your thinking for your press releases. Thinking about talking points, fact sheets, how is your voice, hows your tone of voice carried out to the specific tactics . Digital website copy, social copy, emails and youre thinking of fundraising. Your videos and graphics, how is your tone actually going to look through those pieces . Political these are the speeches, the talkers, messaging materials. How to those reflect your tone . And finance. Thinking about the fundraisers up at one of the fundraiser shooting to have that match your overall tone . That is a big thing. How can you figure fighting for that working men and taking money from large corporate donors . There are ways you can do that but youre still unique and special to your candidate. But youve got to make sure that is all the way across and at every area. So it does not feel like it is disjointed. Cracks are right, building buyin. We are trying to build the bion you had to figure how to put yourself in your stakeholder shoes. Do they understand what it means to have a voice . If you are the one who wants to champion voice lessons that we are learning right now how are you going to communicate that to your team and say it look, what were doing right now is not working. We need to really, really craft our voice. Helping them understand what is the value of having this voice . Taking these slides you can show them things you learn why this is important. What are the solutions . How are you understanding your voice is going to solve some of these solutions that you are having problems. Then also defining the campaign voice will directly benefit the team. It will directly benefit your organization so how are you going to explain that to the team as youre getting the buyin . All right, as i mentioned at the top authenticity is essential. You want your voice to be driven by the candidates or your candil branded organization. This is so authentic. The crucial part of what you need. Because like you all said when youre examples earlier, when you do not have you can tell. You can spot campaigns work does not feel authentic relates to one person. About that. Get your mic. So she was the candidate to challenge