Candidate Campaign Template Pack

Before you use anything in this pack. Electoral communication is regulated. Authorisation statements, spending disclosure, donation rules, pre-polling conduct and the use of council resources are all governed by your state's electoral legislation and your council's caretaker policy, and they differ between jurisdictions. Check the current requirements with your state electoral commission before you publish, and place the required authorisation on every piece of campaign material. This pack does not provide legal or electoral advice.

The discipline that wins arguments. Every claim you make about your area should be traceable to a public source you can produce on request. A candidate who says "rates rose 4.2 per cent this year, here is the budget page" beats a candidate who says "rates are out of control" in every forum that matters.

1. Foundations

1.1 The evidence sheet you build first

Complete this before writing any material. It becomes the factual spine of the entire campaign and it stops you improvising numbers under pressure.

Item	Your figure	Source and date
Population and how it has changed over five years
Median house price and median rent
Rate revenue and this year's rate change
Council operating result and debt position
Capital works program and its largest projects
Largest local employers and industries
Where residents actually work, and how many leave the area daily
The three most common complaints to council
Comparable councils and how we differ

1.2 Your three positions, stress tested

Three positions is the maximum a community will remember. For each, complete every line. If you cannot complete the cost line or the trade-off line, the position is not ready.

Position: [one sentence] The evidence it rests on: [figure and source] What it would cost: [dollar figure or "requires costing", never left blank] Who pays and who benefits: [be honest] What I would trade off to fund it: [the hard part] What would change my mind: [the evidence that would defeat this] The strongest argument against me: [state it fairly]

2. Public material

2.1 Campaign launch statement

Roughly 300 words. Lead with the place, not with yourself.

I am standing for [ward or area] because [the specific local reason, not a generality]. I have lived here [time] and I work in [occupation]. [One sentence on what that work taught you that is relevant to council.] Three things I will work on: 1. [Position one, with the number that proves it matters.] 2. [Position two, with the number.] 3. [Position three, with the number.] I will not promise [the thing everyone promises and cannot deliver], because [the honest constraint]. What I will promise is that you will always be able to see the reasoning behind how I vote. Every figure I use in this campaign comes from a public source and I will provide it to anyone who asks. [Contact details] [Required authorisation statement]

2.2 Policy position, one page

[Position title] The situation: [two or three sentences with the evidence and source] Why it matters here specifically: [the local consequence, not a national talking point] What I would do: 1. [Action, and which council power or budget line it uses] 2. [Action] 3. [Action] What it would cost and where it comes from: [figure and funding source] What I cannot do alone: [be explicit about the limits of one councillor's power] How you would know if it worked: [the measure and the date you would report against it]

2.3 Letter to residents

Dear neighbour, [Open with something specific to this street or pocket, not the whole council area.] I am standing for [ward] at the [date] election. The issue I hear most often around here is [issue]. Here is what I actually found when I looked into it: [finding with source]. My view is [position], and I would [action]. You may disagree, and if you do I would like to hear it. You can reach me on [contact], and I answer everyone. [Name] [Required authorisation statement]

2.4 Media release

MEDIA RELEASE [Date] [Headline: the finding or commitment, not your name] [Paragraph one: the news, in one sentence a journalist could publish unchanged.] [Paragraph two: the evidence, with the source named.] "[Quote: a view, clearly attributable, that adds something the facts alone do not]," [name] said. "[Second quote: what should happen next.]" [Paragraph three: relevant background, briefly.] Media contact: [name, phone, email] [Required authorisation statement]

3. In person

3.1 Doorknock conversation

Aim to listen for two thirds of the exchange. The purpose of the door is to learn what people actually raise, not to deliver your pitch.

Opening: "Hello, I'm [name]. I'm standing for council in [ward]. I'm not here to talk at you, I'm trying to find out what's actually going on for people in this street. Have you got two minutes?" The only question that matters: "What's the one thing about living here that you'd change?" Then: listen. Do not correct them. Do not pivot to your position. Follow up: "How long has that been a problem?" and "Has anyone from the council ever been out about it?" If you know the answer: give it plainly, with the source. If you do not: "I don't know, and I'd rather find out than guess. Can I take your details and come back to you?" Then actually do it. Closing: "Thanks. Whether or not you vote for me, if that issue needs someone to chase it, let me know." Record afterwards: address, issue raised, whether follow up was promised, and the date you owe them an answer.

3.2 Candidate forum preparation

Write your three positions on one card, with the key number for each. Nothing else.
Prepare the honest answer to the question you least want asked, and practise saying it without defensiveness.
Decide in advance what you will say when you do not know something. "I don't know" followed by "I'll find out and publish the answer" is the strongest response in the room and almost nobody uses it.
Never attack another candidate personally. Contest the claim, name the evidence, move on.
If you are corrected and the correction is right, accept it immediately and out loud. It costs you nothing and it is remembered.

4. Volunteers and conduct

4.1 Volunteer brief

What we stand for: [the three positions] What we never do: - We do not state a figure we cannot source. - We do not criticise another candidate personally. - We do not enter a property with a "no canvassing" sign, and we leave immediately when asked. - We do not remove, cover or damage another candidate's material. - We do not discuss a resident's views or details with anyone outside the campaign. If a resident is distressed or raises something serious: do not attempt to resolve it. Take their details, tell them [candidate name] will contact them, and pass it on the same day. If you are unsure about anything: ask before you act.

Candidate campaign templates