MasterClass

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  • MasterClass
  • Documentary

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43x1
Introduction
Episode overview
Meet 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.
43x2
Starting a Campaign
Episode overview
Karl 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.
43x3
Assessing Your Candidate
Episode overview
Knowing 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.
43x4
Researching Your Opponent
Episode overview
Karl delves into the whys and hows of conducting opposition research, and addresses the ethical concerns of this practice.
43x5
Working on a Campaign
Episode overview
Both 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.
43x6
The Campaign Plan
Episode overview
Karl explains why you need a campaign plan, what it should include, and how to follow-through and evolve as the race progresses.
43x7
Understanding the Electorate and Targeting Voters
Episode overview
Karl 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.
43x8
Polling and Focus Groups
Episode overview
David and Karl trade off teaching the importance of polling and focus groups, while also highlighting the limitations of these types of research.
43x9
Budgeting and Fundraising
Episode overview
Karl 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.
43x10
The Campaign Message
Episode overview
Using 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.
43x11
Campaign Messaging Case Study
Episode overview
David walks you through the entire media campaign for an Iowa governor’s race to demonstrate how to develop and evolve your campaign message.
43x12
Public Appearances
Episode overview
David 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.
43x13
Getting Your Message Out
Episode overview
Karl 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.
43x14
Harnessing Social Media
Episode overview
David 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.
43x15
Direct Mail
Episode overview
Karl breaks down why direct mail continues to be a valuable tool to reach voters during your campaign.
43x16
Slogans and Logos
Episode overview
Using his experiences in the 2008 Obama presidential campaign, David offers his unique perspective on the power of slogans and logos.
43x17
Supporting Your Candidate
Episode overview
Karl 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.
43x18
Mobilizing Volunteers
Episode overview
An 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.
43x19
Debates
Episode overview
Using examples from historic debates, David and Karl break down the tactics candidates can use to effectively win a debate.
43x20
Keeping the Campaign on Track
Episode overview
David illustrates how to successfully emerge from the inevitable mistakes and negative attacks that happen during the course of any campaign.
43x21
Identifying Influencers
Episode overview
Karl teaches you how to identify and leverage the organizations and individuals who can positively influence your campaign.
43x22
The End of the Race
Episode overview
The 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.
43x23
The Current State of Politics
Episode overview
Karl and David discuss their perspectives on the highly polarized current state of politics in America, and the future they see for the country.
43x24
Parting Words
Episode overview
David and Karl offer a call to action, encouraging you to get involved in politics and start making a difference.

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