MasterClass

David Axelrod And Karl Rove Teach Campaign Strategy And Messaging

David Axelrod and Karl Rove reach across the aisle to offer an inside look at winning campaign strategies. The respective architects of Barack Obama’s and George W. Bush’s historic election victories teach how to develop a campaign platform and reach an audience with consistent messaging. Find the inspiration and tools to get involved at any level, or simply become a more informed, engaged citizen.

Where to Watch David Axelrod And Karl Rove Teach Campaign Strategy And Messaging

24 Episodes

Introduction
E1
IntroductionMeet your new instructors David Axelrod and Karl Rove. In your first lesson, they share how they each found politics, how their unlikely friendship began, and why they are passionate about democracy.
Starting a Campaign
E2
Starting a CampaignKarl and David lay out what a campaign team needs to consider at the start of a race. Learn why you need to take stock of the electorate--and your candidate--to develop a theory of why you can win.
Assessing Your Candidate
E3
Assessing Your CandidateKnowing your candidate inside and out is essential to a winning campaign. Both instructors illustrate why you must uncover every strength and weakness: to identify lines of attack and develop your message.
Researching Your Opponent
E4
Researching Your OpponentKarl delves into the whys and hows of conducting opposition research, and addresses the ethical concerns of this practice.
Working on a Campaign
E5
Working on a CampaignBoth instructors teach you how to decide which candidate to work for, the different roles on a campaign team, and the role of key decision-maker.
The Campaign Plan
E6
The Campaign PlanKarl explains why you need a campaign plan, what it should include, and how to follow-through and evolve as the race progresses.
Understanding the Electorate and Targeting Voters
E7
Understanding the Electorate and Targeting VotersKarl teaches you how to determine which parts of the electorate your campaign should target and how to go about it, while David shares his advice on the importance of addressing what constituents care about most.
Polling and Focus Groups
E8
Polling and Focus GroupsDavid and Karl trade off teaching the importance of polling and focus groups, while also highlighting the limitations of these types of research.
Budgeting and Fundraising
E9
Budgeting and FundraisingKarl breaks down what you need to include in a comprehensive campaign budget, how to figure out how much money you can raise, and the different ways you can go about raising it effectively.
The Campaign Message
E10
The Campaign MessageUsing effective ads from past successful campaigns, David and Karl teach you the different types of messages you can create for your campaign, from biographical content to positive, comparative, and negative ads.
Campaign Messaging Case Study
E11
Campaign Messaging Case StudyDavid walks you through the entire media campaign for an Iowa governor’s race to demonstrate how to develop and evolve your campaign message.
Public Appearances
E12
Public AppearancesDavid discusses the importance of the campaign launch, the fundamentals of the stump speech, and why candidates must be aware that all their actions are under scrutiny in a campaign.
Getting Your Message Out
E13
Getting Your Message OutKarl and David analyze the ever-changing media landscape and teach their most effective ways to use television and the internet to disseminate your candidate’s message.
Harnessing Social Media
E14
Harnessing Social MediaDavid and Karl explain how essential social media is to modern campaigning. Learn how to use social media to spread your message, target voters, solicit donations, and find volunteers.
Direct Mail
E15
Direct MailKarl breaks down why direct mail continues to be a valuable tool to reach voters during your campaign.
Slogans and Logos
E16
Slogans and LogosUsing his experiences in the 2008 Obama presidential campaign, David offers his unique perspective on the power of slogans and logos.
Supporting Your Candidate
E17
Supporting Your CandidateKarl and David teach you strategies to support your candidate during the grueling election cycle, from finding ways to preserve their energy, to delivering tough feedback.
Mobilizing Volunteers
E18
Mobilizing VolunteersAn expert in “the ground game,” Karl teaches how to use volunteers to reach potential voters during your campaign. David and Karl also discuss why volunteering can be an excellent entry point into working on campaigns.
Debates
E19
DebatesUsing examples from historic debates, David and Karl break down the tactics candidates can use to effectively win a debate.
Keeping the Campaign on Track
E20
Keeping the Campaign on TrackDavid illustrates how to successfully emerge from the inevitable mistakes and negative attacks that happen during the course of any campaign.
Identifying Influencers
E21
Identifying InfluencersKarl teaches you how to identify and leverage the organizations and individuals who can positively influence your campaign.
The End of the Race
E22
The End of the RaceThe closing weeks of a campaign are the busiest part of the election cycle. David and Karl lay out what to prioritize as you race toward the finish line.
The Current State of Politics
E23
The Current State of PoliticsKarl and David discuss their perspectives on the highly polarized current state of politics in America, and the future they see for the country.
Parting Words
E24
Parting WordsDavid and Karl offer a call to action, encouraging you to get involved in politics and start making a difference.