Next up at CMPM2014 is Felicity Wilson, Vice-President of the NSW Liberal Party, who self-deprecatingly begins by showing some footage from Jaymes Diaz's trainwreck campaign in 2013.
The keys to winning a campaign is to have a strategy, a campaign plan, the resources, and the activities to execute the plan. Good candidates are crucial to this, especially in marginal seats – they need to have strong local connection, be well-known, viewed favourably, be seen to understand the important issues, and be seen to be able to do something about them.
In planning campaigning strategy, the different electorates are considered separately: some seats (not just marginals) are designated as "key" seats in the Liberal Party, and overall there's a distinction between "best placed to win", battleground, development, and long shot seats based on the likelihood of being able to win the seat. Such designations determine the time and focus devoted to these seats, too – but also the pressure placed on the candidates from the central organisation.