WINNIPEG – What does it take to win a federal election? Numbers and people.
That’s according to one of the main people behind Justin Trudeau and the Liberal Party’s fall victory.
Katie Telford, the campaign co-chair, says they used numbers to guide strategic decision-making.
“The walls were covered with numbers right around the office from the ground on up to the ceiling, riding by riding, because it wasn’t true unless it could be backed up by numbers,” she said.
She says they spent days and night talking about metrics.
“From eyeballs on Facebook vs. YouTube videos, to ratios of door-knocks to phone calls, from radio ad buys to TV ad buys, to which baseball game more Canadians might be watching,” Telford said.
Then they used people to work to change the numbers that needed changing. More than 80,000 volunteers reached out 12 million people either by phone or at the doorstep.
Her team would look at each riding to see what was going well and which ones could use support, whether that was more money, advertising or volunteers.
She says their strategy proved successful.
“Because by the way, there was only one riding in the country the leader visited that we didn’t win and so we weren’t sending the leader where there weren’t ground organizations, where we could pull people. We follow the people. We follow their hard work.”