Political Marketing POLITICS 345
Political Delivery Marketing
Political marketing is most commonly associated with efforts to win an election, but if a politician wins power, they need to deliver if they want to implement promised changes and maintain public support. Citizens now want to see tangible political outcomes. Delivery marketing is not easy in government – either to achieve in its own right or to get credit from voters for that achievement. It includes delivery challenges (the constraints of government and public perceptions of delivery); managing expectations pre-election; making delivery happen in power (through legislation, system changes and working with the bureaucracy); managing problems in delivery and communicating progress and success.
General and overview
Conley, Brian M. (2014). ‘Does Obama care?: assessing the delivery of health reform in the United States’. In Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York: Routledge.
Esselment, Anna (2012a). ‘Delivering in government and getting results in minorities and coalitions'. In Jennifer Lees-Marshment (ed.) The Routledge Handbook of Political Marketing. London and New York: Routledge, 303–15.
Esselment, Anna (2012b). ‘Market orientation in a minority government: the challenges of product delivery'. In Alex Marland, Thierry Giasson and Jennifer Lees-Marshment (eds) Political Marketing in Canada. Vancouver: UBC, 123–38.
Lees-Marshment, Jennifer (2011) The Political Marketing Game. Houndmills and New York: Palgrave Macmillan Chapter 6 on Managing Delivery
Lees-Marshment, Jennifer (2014) Political Marketing: Principles and Applications 2nd edition. Routledge Chapter 8 Political Delivery Marketing
- Websites assessing Obama’s delivery (not by Obama) – positive http://whattheheckhasobamadonesofar.com/; negative http://whatthehellhasobamadonesofar.com/
- Trudeau Canadian Government's own delivery tracked Canada (2017). Mandate letter tracker. Privy Council Office. https://www.canada.ca/en/privy- council/campaigns/mandate-tracker-results-canadians.html?utm_campaign=not- applicable&utm_medium=vanity-url&utm_source=canada-ca_results
- University of Laval tracker of Justin Trudeau https://www.poltext.org/en/trudeau-polimeter
- Ardern, Jacinda (2018) Facebook live discussion about the Families Package https://www.facebook.com/jacindaardern/videos/today-is-the-day-the-families-package-comes-in-couldnt-help-but-share-a-few-thou/10155347263617441/ 1 July or see media coverage such as https://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=120811850
- Barber, Michael (2015). 'It doesn't feel credible': the political parties' pledges rated and slated’ https://www.theguardian.com/politics/2015/apr/05/wages-healthcare-schools-taxes-can-parties-deliver-promises
- Barber, Michael (2016) quoted in ‘Meet Sir Michael Barber, the political delivery man: Governments have a spotty record on keeping their promises. Enter Michael Barber’s concept of deliverology’ by Paul Wells February 18Macleans https://www.macleans.ca/politics/ottawa/meet-sir-michael-barber-the-political-delivery-man/
- Mendelsohn, Matthew (2017) Meet Canada's 'deliveryman' January 16 https://www.queensu.ca/gazette/stories/meet-canadas-deliveryman
- Trump, Donald (2016) ‘Contract with the American Voter’ https://assets.donaldjtrump.com/_landings/contract/O-TRU-102316-Contractv02.pdf
- Trump, Donald (2017) Transcript of AP interview with Trump, The Associated Press, Apr. 23, 2017, https://apnews.com/c810d7de280a47e88848b0ac74690c83
- Sir Michael Barber: Results and Delivery Unit: Lessons for Canada May 2016 - Matthew Mendelsohn, Deputy Secretary to the Cabinet (Results and Delivery), Privy Council Office: Sir Michael Barber, thank you for joining us. Welcome here to Ottawa. You set up the original Results and Delivery Unit under Tony Blair’s government. Can you describe a bit the motivation and impetus for that, and how that differed from previous approaches in British governments? https://www.youtube.com/watch?v=JogXHgPXhVs
- CBC programme featured in 'Deliverology guru schools Trudeau government for 2nd time at cabinet retreat’ April 26th https://www.cbc.ca/news/politics/deliverology-liberal-cabinet-retreat-1.3553024
- New Zealand National Party (2017) ‘Clear Choice’ election ad September 18 https://www.youtube.com/watch?v=S6fbp8G3mks
- PolicyExchangeUK (2012). ‘Political communication: new lessons from the US. Interview with Frank Luntz’. Online video, youtube.com, 26th November. http://www.youtube.com/ watch?v= eYAuvyA216c
- Canadian Conservatives (2015) ‘Proven Leadership’ Campaign ad published on May 25 https://youtu.be/um1pc0ZpW10
- Canadian Government (2016) ‘Sir Michael Barber: Results and Delivery Unit: Lessons for Canada’ MySchoolMonEcole published on May 26 https://www.youtube.com/watch?v=JogXHgPXhVs
- Canadian Liberal Party (2015) ‘Fairness for the Middle Class’ Campaign ad published on May 5, https://youtu.be/h-wKMJ3zsiA
- Canadian Liberal Party (2016) 27 Promises Kept, advert poublished November 4 https://youtu.be/OWGV9ORPctQ
- Maclachlan, Robin (2016) Comment in CBC programme featured in 'Deliverology guru schools Trudeau government for 2nd time at cabinet retreat’ April 26th https://www.cbc.ca/news/politics/deliverology-liberal-cabinet-retreat-1.3553024