Setting the Stage: The Awareness Phase of Political Campaigns

Political campaigns can be long, complicated endeavors. Thinking of your campaign in three phases can help demystify the process of running for office and set you up for success.

At GoodParty.org, we break the process of campaigning into three phases: the Awareness Phase, the Contact Phase, and the Vote Phase. In this guide, we’ll explore the characteristics, goals, and key activities that take place during the Awareness Phase. We’ll also provide tips for accelerating this phase of your campaign with free, easy-to-use technology.

For an overview of all three stages of an effective political campaign, check out our summary of all three phases here.

What Is the Awareness Phase of a Political Campaign?

The Awareness Phase of a political campaign is one of the most important stages there is, as it lays the foundation for everything that follows. This is the period during which voters are first introduced to the candidate and their campaign platform. The Awareness Phase sets the tone for the entire campaign, establishing the candidate’s brand, building initial support from voters, and generating early media attention.

A campaign’s Awareness Phase generally takes place at the very beginning of the campaign timeline. Candidates usually begin this phase between six and 12+ months before the general election, depending on the type of office they are running for.

Here are the key moments or subphases within the Awareness Phase:

1. The Campaign’s Beginnings: The Awareness Phase begins as soon as a candidate starts exploring the idea of running for office. Often referred to as the exploratory phase, this is when the candidate begins assessing their viability by meeting with key stakeholders, potential donors, and influential community members. Although the campaign might not yet be official, the candidate is starting to build awareness within certain circles.

2. The Campaign Launch: The Awareness Phase ramps up once the candidate has officially declared their candidacy. This is when the broader public first becomes aware of the campaign. Often, this announcement is accompanied by a launch event, media appearances, and a press release. The goal is to generate initial buzz and excitement around the campaign.

3. Building Momentum: After the initial launch of the campaign, the Awareness Phase continues as the candidate builds name recognition among voters. This period can last several months, especially in larger races, as the campaign works to solidify the candidate’s presence in the public eye. Activities like fundraising, media engagement, and early voter outreach are all critical components of this phase.

This early part of the campaign process lays the foundation for all of the campaign activities to come. 

The campaign platform that a candidate develops during the Awareness Phase will carry them through the next phase, when voter outreach becomes all-important. Relationships forged during the exploratory phase of a campaign can lead to endorsements down the line. Initial supporters can also be converted into volunteers as election day comes closer.

A Candidate’s Main Goals During the Awareness Phase

While not always as visible to voters as later stages of a campaign, the Awareness Phase is an essential time to meet key campaign goals. 

Here are the most important goals to check off during this early stage:

• Assess the viability of your campaign. Analyze voter trends from past elections, assess the current political landscape in your community, and estimate how many supporters you’ll need to win the election. This step is crucial for developing an effective campaign strategy.

• Get in touch with voters’ needs and concerns. As part of the exploratory phase of your campaign, research which issues are most likely to resonate with voters. How do voters feel about the current state of education, infrastructure, traffic, government transparency, or other local issues?

• Build a campaign platform. Decide on the campaign messaging that you will present to voters. This includes a summary of the top issues your campaign hopes to address, as well as a summary of your personal biography and background.

• Develop campaign branding. How do you want your campaign materials — including your campaign website, social media profiles, yard signs, and mailers — to look? Think about what visual elements, colors, and fonts ring true for your personality and mission.

• Announce your candidacy. You may want to host a campaign launch event, make an appearance on local television, and/or make an announcement on social media.

• Get on the ballot. Depending on which office you are running for, getting your name on the ballot can involve gathering signatures from registered voters or paying a filing fee. Plan ahead so you have plenty of time to collect signatures, if necessary.

• Connect with core supporters. In the early stages of a campaign, it’s important to start building a base of supporters. This includes not only voters, but also volunteers and donors. Fundraising efforts can begin during the Awareness Phase, as early financial support is often key to building a sustainable campaign.

• Begin engaging with the media. Seek opportunities for interviews, op-eds, and features in local media outlets. The goal is to get as much positive coverage as possible to start building name recognition and credibility.

• Start curating an online presence. Build a campaign website, and set up dedicated social media profiles for your campaign. Beginning this process early can boost your credibility and help curious voters find the information they need to support your campaign.

• Invest in initial outreach. While the bulk of voter outreach happens later in the campaign, initial outreach during the Awareness Phase is important for identifying potential supporters and laying the groundwork for future contact. This might include digital outreach, phone banking, or even early canvassing efforts in key areas.

Following this checklist will set your political campaign up for success as you move close to election day.

How to Jumpstart the Awareness Phase of Your Campaign

The Awareness Phase of a political campaign can be a time to plan, strategize, and set up the basics of your campaign. However, it doesn’t need to be a time spent stuck behind a computer screen. For candidates who are eager to move onto the voter outreach phase of their campaign, GoodParty.org’s free and low-cost campaign tools can be the solution you need to jumpstart your campaign.

Here are just some of the ways GoodParty.org’s campaign tools can accelerate the Awareness Phase of your campaign:

• Voter File Access: One of the most valuable tools available during the Awareness Phase is access to voter file data. This data can help candidates assess the viability of a campaign, identify the key demographics that are most likely to support your campaign, and build contact lists for early outreach efforts. GoodParty.org offers affordable access to the voter file, plus tools to help you make sense of the data with ease.

• AI Content Generators: GoodParty.org provides candidates with a full suite of AI-powered campaign content generators, perfect for drafting your campaign platform, mission statement, personal biography, and more. Use our AI tools to create press releases to get your campaign earned media coverage.

• Integration with Ecanvasser: GoodParty.org’s integration with Ecanvasser lets candidates map out initial canvassing efforts in areas with high concentrations of likely supporters. It also lets candidates and volunteers record voter interactions, so you can continue to refine your campaign messaging and target future outreach efforts.

Signing up for GoodParty.org’s free campaign tools also gives you access to our volunteer network in Discord. This is a great place to test out campaign messaging, ask for feedback on early campaign materials, and meet other candidates who are running grassroots campaigns across the country.

Finally, GoodParty.org offers free candidate training sessions, providing expert insights into key campaign activities. From earning endorsements to campaign fundraising, get the tips and insights you need to enhance your campaign strategy from day one.

Get Started with GoodParty.org’s Campaign Tools

The Awareness Phase is the foundation of a successful campaign. It’s the time when candidates introduce themselves to voters, build their brand, and lay the groundwork for future outreach. It’s also the perfect time to get your campaign set up with the software and support you need to be as effective as possible.

GoodParty.org offers valuable campaign tools and resources for candidates running for office across the United States. Make a free account to get started today, or book a meeting with our team to talk about your options and campaign strategy.

Want to keep learning about the essential phases of a successful political campaign? Read our guides on the next two phases here:

• Learn about the Contact Phase

• Learn about the Vote Phase