Planning a U.S. Senate campaign launch is no easy lift, but here at K2 and Company, we can help you achieve your goals and make the launch run as smoothly as possible. Before launch day, there’s a lot of work that needs to be done to ensure the launch is successful.

First, we need to get to know the candidate, this requires one-on-one time, watching videos, looking through existing social media, etc. Then we connect with the team to familiarize ourselves with one another and understand everyone’s roles and responsibilities. This is also a good time to familiarize ourselves with processes so we can ensure materials are approved and getting out the door in a timely manner.

The next step to ensure a successful launch is to build out a launch plan or a Tick Tock (not the app). We craft launch plans based on our client’s goals, the principal’s availability for interviews, media markets in the state or county, and means of reaching voters. Think of it like an itinerary for a trip!

Building Your Tick Tock

When building out the Tick Tock, we work with our client to identify their goals, what we envision for launch day, and what we need to do in the days that follow after launch day. Some tasks leading up to launch day may include, but are not limited to:

  • Developing the candidate’s message or pitch to the voters. Why are they running?
  • Prepping the candidate to ensure they are ready to deliver their message and answer questions;
  • Understanding the team’s strategic goals with the launch. Do they want an event, interviews, a video, or just a simple social media launch;
  • Setting up social media accounts and a website;
  • Creating graphics and crafting social media content;
  • Identifying media opportunities to ensure maximum media coverage;
  • Drafting a press release for the announcement;
  • Pitching embargoed interviews for release following the announcement;
  • Developing a process for who is executing on each tactic during launch.

As always, every campaign looks different and operates differently, depending on the candidate, the staff, and geography. There’s no one way to run a campaign, but at K2, we strive to ensure our clients’ campaign launches are successful and that we maximize media coverage on all fronts – especially in a statewide race where you might need to reach voters in several different counties and towns; and remember, not everyone listens to the radio or reads the newspaper every morning, so you have to make sure you spread out interviews for your principal across different platforms during launch week.

Again, this is just some insight into what goes on behind the scenes to ensure you are maximizing your media coverage and building momentum around your campaign ahead of launch day. Be sure to check out Anika’s blog to learn more about what happens during launch week!

-Brittany Yanick