By Lisa YatesEditor, The Times of SWLA
Calcasieu Parish Sheriff Tony Mancuso outlined the ins and outs of campaigning before a packed League of WoMen Voters meeting, Jan. 30, saying that a key to running a successful campaign is commitment.
Members, guests and even a few candidates were present at the noon luncheon, held at Reeves Uptown Catering, 1639 Ryan Street, in Lake Charles.
The sheriff drew from his experience of running successfully against an incumbent in 2003, before winning, in 2007, in an unopposed race. Prior to that, he was elected Ward 3 Marshal, serving two consecutive terms.
“I've been asked to share my views about what's helped me get through three full campaigns and one unopposed campaign – that's the best kind,” Mancuso joked.
He said campaigning is a “tough job.”
“Being a sheriff is easier than running a campaign – and being a sheriff is tough,” Mancuso said. “Running a campaign is tough, tough work.”
Community service
Mancuso explained the first step is community service.
“The person running for office has to be involved in the community,” he said. “Whether that be coaching or participating in organizations like the League of WoMen Voters, the person has to have a history of community involvement.”
It isn't just something you start doing because you've decided to run for office, he said.
By working in law enforcement, Mancuso has amassed years of service to the community.
Prior to being elected sheriff, he worked 13 years for the Calcasieu Parish Sheriff's Office in the Corrections Division, Patrol Division and the Youth Division.
Mancuso began teaching DARE in 1992, and even as sheriff, continues to teach a DARE class. He was appointed by Gov. Blanco to serve on the Domestic Violence Law Enforcement Task Force. He was also appointed to serve on the Governor's Advisory Board of Juvenile Justice and Delinquency Prevention.
In addition, he participates in many local civic organizations, including Lake Charles Optimist Club, and the Sons of the American Legion.
Currently, Mancuso is serving as SWLA's United Way 2009 campaign chairman.
“You have to have a real passion for your community,” he said.
Promote yourself
Mancuso said you must define yourself well, otherwise your opponent will do it for you. Simply put, candidates must learn how to promote themselves.
“You have to brag on yourself,” he said. “Not only do you have to do your job, but you have to be good at promoting yourself. It sounds conceited, but it's one of the most important things you have to do. You have to be able to say 'I am good at this job' and 'I can excel at this.'”
To do this, a candidate must meet with voters, according to Mancuso.
Whether it be large crowds, small groups, or even one-on-one, it is important to meet the voters and ask for their support.
Mancuso asked voters what persuaded them to vote for him. He received a different answer than the one he expected.
“I expected to hear something about being the best candidate,” he said. “Instead, I got 'Why did I vote for you? You came and asked me – that is important to me.'”
Be committed
Mancuso stressed that commitment is key to running a successful campaign.
“You've got to be dedicated, committed – you've got to want to do the job,” he said. “You've got to give 110 percent to the campaign and not give up until it's over with. On election day I'm done campaigning – I'm mentally and physically exhausted. I save my energy that day – hopefully – for the victory party that night.”
He warned potential candidates: Campaigning starts early and ends much later than most day jobs.
“If you decide to run for office, you better be committed,” he said. “You better be prepared to work 12 to 16 hours a day. You've got to be committed and you've got to promote yourself.”
For Mancuso, that meant direct contact with voters. He said he attended every event possible - from baseball games to turkey runs.
A list of local events is available at Lake Charles/Southwest Louisiana Convention and Visitors Bureau, he said. He recommended candidates get the list and do as he did.
Mancuso stressed, a face-to-face visit with a candidate gives voters a better picture of who a candidate is than that which they see on television or read about in a newspaper.
“They can see you, smell you and touch you,” he joked.
In each of his campaigns, Mancuso said he worked long hours in order to get his message out into the community.
“When the day was done, I knew I did everything I could possible to do – I didn't leave any stone unturned,” he said.
Mancuso said successful candidates will spread themselves thin.
“You should go home and not have any trouble going to sleep,” he said.
Volunteers
Mancuso said volunteers were very important to his campaign.
“You can do all of these things I suggested, but if you don't have volunteers it's going to be tough,” he said. “You can't be everywhere.”
He said volunteers are needed to go out into the community to meet with voters and persuade people to support the candidate. They are also instrumental for identifying supporters, recruiting them as volunteers or registering them to vote if they are not already registered.
Mancuso said his wife Mickey, and children – Trey, Mary, and Morgan, were instrumental to the success of his campaigns. He said beginning with his first campaign, Mickey participated pushing a stroller down the street, as she visited with voters.
“I'm fortunate to have the support of my family,” he said. “I love being sheriff, but remember, your family is going to be around you a lot longer. It's important to have your family support you.”
Campaign manager
Successful campaigns usually require a campaign manager to coordinate the campaign's operations. Mancuso's campaign manager was Kim Myers, who serves as Community/Media Relations Director for the Calcasieu Parish Sheriff's Office.
“You need a Kim, but you can't have her,” he said jokingly.
Mancuso said his campaign manager was essential in executing a strategy to run against an incumbent.
“Going up against an incumbent can be very difficult,” he said. “Kim determined how many votes we needed to win.”
He said candidates must have a plan and know the voters, including their expectations.
“In 1997, I ran a very grassroots campaign,” Mancuso said. “Kim and I targeted where we could deliver our message. Obviously, you don't want to spend all of your time in an area where your opponents signs are all over the neighborhood.”
Fundraising
One of the most important aspects of a successful campaign is the ability to raise money, according to Mancuso.
“One of the most important pieces of advice was from someone who told me 'Look, don't go broke doing this,'” he said.
He said that meant going out and asking folks to contribute to the campaign.
“It's very humbling,” Mancuso said. “You see what people think of you. After all, you're asking people to be giving you money they're not going to get back. The only thing they get is a good elected official.”
He said he spent between $45,000 and $50,000 running for the Ward 3 Marshal's Office.
“The next race, I spent $120,000, against four opponents,” Mancuso said.
In a parish-wide campaign, he said be prepared to spend anywhere from $250,000 to $450,000. Mancuso said to be successful against an incumbent, be prepared to spend twice as much.
“There's the primary and possible run-offs,” he said.
Campaign advertising
“The majority of the money you raise will be spent on advertising,” Mancuso said.
He said campaigning for the marshal's office was “very grassroots” compared to running for sheriff.
The first campaigns were lower-budgeted, more focused on low-cost advertising and direct voter contact.
“There were a lot of red beans and rice fundraisers, and jambalaya fundraisers,” Mancuso said. “It was very grassroots at the beginning.”
Running for sheriff was more expensive, heavily reliant on broadcast media and direct mail designed and purchased through a consultant.
“We still did the same types of things we did when running for marshal, we just hired a consultant,” Mancuso said.
His campaign advertising included push cards, yards signs and trinkets like fingernail files. More expensive paid media included, newspapers, radio, television, billboards and Internet advertising.
To save money, Mancuso recommended intensifying media advertising late in the campaign – advice he said he got from his media consultant, Peter O'Carroll.
“You learn and you hire a good person,” he said. “Get good advice.”
Ethics laws
Mancuso said it's the candidate's responsibility to learn and follow ethics laws.
For example, he said campaign finance reporting must be done in a timely manner. He told candidates that this information and available on the Internet for everyone to see – including the opponent.
He said there are classes to attend to learn about campaign reporting.
“You can do it yourself or hire a CPA experienced in campaign reporting,” Mancuso said. “I am fortunate to a have a sister-in-law in Sulphur with these qualifications. She also goes to the classes to stay current.”
Also, there are some prohibited actions when it comes to campaigning. Mancuso said it's important to find out what candidates can and cannot do when it comes to reaching voters.
“If they allow it, you should be doing it,” Mancuso said.
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Fontenot announces candidacy for city council
By Lisa Yates
Getting city sewage service to south Lake Charles and widening streets to improve traffic flow are top priorities of John Fontenot, who announced his candidacy for the District G Lake Charles City Council Seat.
“Many people in south Lake Charles live within the city, but don't have city sewage – me, included,” Fontenot said. “In talking to the people of south Lake Charles, I understand that many want to see a widening of the streets to improve the traffic flow. I want to help make that happen.”
Fontenot made the announcement, Jan. 30, following Sheriff Tony Mancuso's presentation at the League of WoMen Voters noon meeting at Reeves Uptown Catering in Lake Charles.
He said the presentation provided some great tips, such as hiring a consultant. Fontenot hired FocalPoint Media & Marketing, saying the firm was instrumental in managing successful campaigns in the last election.
Fontenot said he entered the race because he believes the district needs strong leadership to represent the community.
“I want to serve my community and to help Lake Charles grow and improve,” he said.
He is a member of the board of directors of the Sowella Foundation, and the Calcasieu Women's Shelter. He serves the Greater Lake Charles Rotary Club as its sergeant-at-arms. He and his wife Jodi are members of St. Martin de Porres Catholic Church.
The District G council seat is now held by Mike Huber.
