Restartup Campaigns - SuccessStory. Setting up your Permanent Campaign

1. CAMPAIGNS
SUCCESSSTORY 20XX
Setting up your Permanent Campaign
Verzia: 1.1

2. PROJECT GOAL
To prepare your success story forelections using strategicallysupported and tactically aimed toolsof permanent campaign with an aimto built a strong reputation of yourbrand and city brand. So that youdon't need to think about it and canfully engage into a good citygovernance.

3. PERMANENT CAMPAIGN
Permanent campaign
means long-term
cooperation with target
groups and themes that
resonate within these
groups. It's a repeating
winning over and
confirmation of voters
with desirable functional
and emotional benefits.
The aim is to strengthen
the candidate brand
and in that way to gain a
communication and
campaign advantage
over competitors.
Strategy
Why?
Who?
Where?
Tactics
When?
How?

4. ELECTION CYCLE
Theory of election
cycles forecasts that it
is necessary to do the
most difficult and
painful decisions,
changes or reforms of
the term, in a first year
after elections, so the
positive impact of
these measures could
be proved and voters
forgot all negatives
connected with them.
1 2 3 4

5. WHAT WILL BE YOUR STORY?
However, you could think about
it differently. You have less than
four years to paint a picture of
the city, you would like to have,
into an empty frame. The
question is, who actually has the
paints and brushes in their
hands. Is it you or your
opponents, who will paint the
picture instead of you and what
if they don't use the correct
colors? We offer you services
that will assure, it will be you
who will paint the picture and
tell your story. And it will be a
story of a good mayor of a
successful city.

6. MAYOR’S STRATEGIC
COMMUNICATION
SERVICE PROPOSAL
SET UP OF A CITY
COMMUNICATION
DEPARTMENT
MAYOR’S TACTIC
COMMUNICATION MAYOR‘S
REPUTATION
MANAGEMENT
CONSULTANCY IN
CRISIS
COMMUNICATION
OF A MAYOR OR
CITY
TELEPHONE CONTACT
WITH CITIZEN (TOWNHALL
THROUGH PHONE)
CITY BRANDING
AND
DESTINATION
MARKETING
LOBBYING
SUPPORT

7. SPECIFICATION OF SERVICES
MAYOR‘S STRATEGIC COMMUNICATION
We will have a look at what tools the city uses for the
communication with public now. We will suggest you an
appropriate positiong of your mayor mandate and
communication mix of tools (prints, advertisements, web,
social networks, applications). We will explain which
specific themes and messages is good to communicate
towards citizens.
SET UP OF CITY COMMUNICATION DEPARTMENT
We will suggest you the best model of city communication,
externally and internally. We will tell which people you need for
communication department, what they should be doing for the
entire four years and how we can measure their work. We will train
new employees for communication (spokesperson, newspaper
editor) and give them skills for everyday work and for building up
the relationships with journalists and media. We will advise and
mentor them during your term.

8. SWOT ANALYSIS, MESSAGE BOX AND NARRATIVE TRIANGLE ARE
BASIS FOR A GOOD STRATEGY
SAMPLE:
SPECIFICATION OF SERVICES

9. PUBLIC SPEAKING TRAININGS FOR THE CAMPAIGN TEAMSAMPLE:
SPECIFICATION OF SERVICES

10. MAYOR‘S TACTICAL
COMMUNICATION
Together with your communication
department, we will set a daily
routine of communication, from
monitoring of media to social
networks, up to proactive
preparation of communication
outputs and searching of media
opportunities in a city and region.
We will teach them to work for
municipal authorities so that citizen
could feel a significant change in
communication of the city. We will
introduce them to new technologies
designated to communication with
public.
MAYOR‘S REPUTATION MANAGEMENT
It's natural that you will face a pressure of
those who don't wish for changes in the
city. The attacks will probably get into
personal level. Together with our expert on
social networks, we will prepare ways how
to protect and guard your reputation and
reputation of the city in a public. We will
come up with a battery of tools for
transparent communication of your
decisions and teach members of your
communication team to work with them,
so you are overextended as less as
possible.
SPECIFICATION OF SERVICES

11. REPUTATION MANAGEMENT STARTS WITH PROPERLY
DEFINED ROLES IN THE NARRATIVE
SAMPLE:
SPECIFICATION OF SERVICES

12. CONSULTANCY IN CRISSIS
COMMUNICATION OF A
MAYOR OR A CITY
In case it won't be possible to
prevent an attack before it actually
happens, together with you, we will
prepare an action plan how to
communicate an unpleasant news
or crisis solutions together with
defining the communicators and its
timing. If you are interested, we will
create a process map of crisis
communication for your team and
standardized answers to all
frequently asked questions that
could potentially provoke a conflict
and misunderstanding.
TELEPHONE CONTACT WITH CITIZEN
(TOWNHALL THROUGH A PHONE)
Keeping the communication as personal as
possible is a condition of a successful
permanent campaign. Citizens want to see and
hear their mayor. Media can distort and leave
out your messages. Therefore, a direct
communication in regular intervals is so
important. The most efficient tool is a mass
phone conference with citizens, during which
they could ask their questions and answer the
poll questions from your side. It would be ideal
to have live phone conferences, with different
city districts.
SPECIFICATION OF SERVICES

13. PREVENTION IS THE FOUNDATION STONE OF THE
EFFECTIVE CRISIS COMMUNICATION
SAMPLE:
SPECIFICATION OF SERVICES

14. TOWNHALL WITH CONSTITUENTS THROUGH TELEPHONESAMPLE:
SPECIFICATION OF SERVICES

15. CITY BRANDING AND DESTINATION MARKETING
If your story is to be successful, the city should become an attractive destination for tourists
and potential investments during your term. Good defining and communication set up of a
city brand, that attracts interest, could help that. This also means a clear defining of city story
and offer. We will give our rich experience with brand build up for your disposal. Together
with you, your team and supplier of graphic and design services (naturally, we can also
recommend those verified by us), we will prepare a city brand development strategy and
support activities for its communication. You will get a design manual, that will be a visual
image of your success story and success story of your city.
LOBBYING SUPPORT
We will be happy to provide you with our contact in a private sector and public
administration, so we will help you to enforce key points of your electoral
program, that require collaboration of government offices and agencies or
private companies and corporations. If necessary, we will open the doors for
you, pre-negotiate opinions and we will accompany you at negotiations.
SPECIFICATION OF SERVICES

16. GUERILLA BRANDING IN THE CITY OF ZVOLEN (SLOVAKIA)
DURING MUNICIPAL CAMPAIGN
SAMPLE:
SPECIFICATION OF SERVICES

17. VIRAL BRANDING OF THE CITY OF BRNO (CZECH
REPUBLIC) USED IN THE MUNICIPAL CAMPAIGN
SAMPLE:
SPECIFICATION OF SERVICES

18. BRANDING OF THE LOCAL MOVEMENT IN RIMAVSKA
SOBOTA (SLOVAKIA)
SAMPLE:
SPECIFICATION OF SERVICES

19. Year 1 2 3 4
SAMPLE REALIZATION AND SUPERVISION OF SERVICES
Mayor’s strategic communication
Set up of communication department
Mayor’s tactical communication
Mayor’s reputation management
Consultancy in crisis communication
Telephone townhall with citizens
City branding and destination marketing
Lobbying support
ELECTION
DAY
Legend:
Preparation, set up, realization
Supervision, operative mentoring
TIMING OF SERVICES

20. SERVICE PACKAGES
BASIC
ALL
INCLUSIVE
YOU CAN SELECT ONE OF TWO PACKAGES OF SERVICES
Mayor’s strategic communication
Set up of communication department
Mayor’s tactical communication
Mayor’s reputation management
Consultancy in crisis communication
Telephone townhall with citizens
City branding and destination marketing
Lobbying support
1
CONSULTING
DAY PER
MONTH
12 HRS/MONTH
SUPPORT
2 CONSULTING
DAYS PER
MONTH
24/7 SUPPORT

21. SINCE 2014CASE STUDY ZVOLEN
Restartup designed two successful campaigns for the
team of Lenka Balkovičová, the current Mayor of the city
of Zvolen, Slovak Republic. First in 2014, then reelection
campaign in 2018 was the visible outcome of the
permanent campaign done during the election cycle.
Teams cooperated in strategic and tactical
communication and advised in the crisis communication
of crucial projects for the city development.

22. SINCE 2017
CASE STUDY KOŠICE
Our cooperation started with a successful election
campaign for the Governor of Kosice Region (Slovak
Republic) in 2017. Our team works on strategic and
tactical communications in the region, it is continually
setting up processes of communication and caters to
reputation management of the Chairman, his crisis
communication and brand.

23. IN POLITICAL
MARKETING
SELECTED REFERENCES
IN POLITICAL
MARKETING

24. INTERNATIONAL
REPUBLICAN INSTITUTE
2006-2011
KAREL
SCHWARZENBERG FOR
PRESIDENT 2013
ANDREJ BABIŠ
(ANO) TO CZECH
PARLIAMENT 2013
EDUARD KUKAN
FOR MEMBER OF
EUROPEAN
PARLIAMENT 2014
LENKA
BALKOVIČOVÁ
FOR MAYOR 2014
& 2018
ANDREA
TURČANOVÁ FOR
MAYOR 2014
SLOBODA A
SOLIDARITA TO
SLOVAK PARLIAMENT
2016
RASTISLAV TRNKA FOR
CHAIRMAN OF KOSICE
REGION 2017
V POLITICKOM
MARKETINGU
IN POLITICAL
MARKETING
SELECTED REFERENCES
IN POLITICAL
MARKETING

25. By researching the
perpetual change
and current trends..
× +
..we start the right
strategies..
..to move up
your brand,
cause or
people..
..so touch, and let
us tell your story.

26. Would you like to know more or
do you need a tailor made
project? Let us know:
Michal Novota
michal@restartup.sk
+421 903 968 721