The general election campaign is the high-stakes phase where party nominees try to assemble a winning national coalition by targeting persuadable voters, energising supporters, and competing for attention across a crowded media environment.

Core idea of the general election

The general election follows the nomination process and features one candidate per major party competing nationwide. Although campaigns speak in national terms, victory depends on state-by-state outcomes because electoral votes are awarded by state under the Electoral College.

Map of Electoral College votes by state under the 2024–2028 allocation. It visually reinforces that winning the presidency requires assembling at least 270 electoral votes by carrying individual states (and D.C.), not simply maximizing the national popular vote. Source

This structure shapes nearly every strategic decision, from travel schedules to advertising budgets.

Interactive Electoral College cartogram that resizes states based on their electoral-vote totals. By comparing a standard map with a cartogram view, students can see why high–electoral vote states loom larger in strategy even when they are geographically small or large. Source

Strategic goals and key targets

Building an Electoral College majority

Campaigns prioritise states where the outcome is competitive rather than states considered safely partisan.

Electoral College votes-by-state map (2008) showing how electoral votes are unevenly distributed across the country. Even though allocations update after each census, the map helps students see why campaigns concentrate attention where electoral votes and competitiveness intersect. Source

• Battleground (swing) states receive disproportionate attention through candidate visits, field offices, and advertising

• Base mobilisation aims to turn out reliable party supporters

• Persuasion targets independents and weak partisans who may switch or stay home

Coalition management

Nominees must hold together diverse groups within their party while appealing to broader electorates.

• Emphasise shared party priorities to reduce internal divisions

• Use running mates and surrogates to signal regional, ideological, or demographic balance

• Coordinate with party organisations and allied groups for voter contact and event planning

Messaging, media, and candidate image

Message development

General election messaging typically becomes more broad and unifying than primary messaging, because the audience expands to the full electorate.

• Frame issues through values and identity (e.g., freedom, fairness, security)

• Highlight policy contrasts with the opposing nominee

• Use issue ownership: stressing issues a party is viewed as stronger on (such as national security or healthcare)

Advertising and news coverage

Campaigns compete for attention in both paid and earned media.

• Paid media: television, radio, digital ads, and direct mail targeted to key states and audiences

• Earned media: rallies, interviews, endorsements, and events designed to generate coverage

• Negative campaigning attacks an opponent’s record, judgment, or character; it can be effective but risks backlash if seen as unfair

Debates and candidate performance

General election presidential debates are major focal points because they provide shared national exposure.

• Preparation emphasises discipline, clarity, and avoiding mistakes

• Debates can affect perceptions of competence, empathy, and leadership

• Post-debate coverage and “spin” attempts to shape public interpretation of who won

Field operations and turnout (GOTV)

Voter contact and mobilisation

Because many voters have stable partisan leanings, campaigns invest heavily in turning supporters into actual voters.

• GOTV (Get Out The Vote) operations: canvassing, phone/text banking, ride coordination, and election-day reminders

• Voter registration drives where rules allow

• Early voting and absentee/mail voting plans tailored to each state’s procedures and deadlines

Data-driven campaigning

Campaigns use voter files and consumer data to prioritise time and money.

• Microtargeting: tailoring messages to specific groups based on predicted preferences

• Rapid testing of slogans and ads using polling, experiments, and analytics

• Continuous adjustment as new information emerges (economic news, crises, opponent mistakes)

Timing and campaign rhythm

General election campaigns run on a strategic calendar.

• Convention bounce period and initial reintroduction to voters

• Intensified persuasion and advertising as voting nears

• Final “closing argument” that reinforces a simple rationale for choice

• Election-day logistics focused on turnout, legal compliance, and monitoring problems at polling places