Message Framework

Core message structure and positioning

The Central Question

"What's the plan?"

1

Problem

Years of talk

Establish the gap between promises and action

2

Question

"What's the plan?"

Mirror the voter's concern directly

3

Position

Execution and results

Provide the contrast with action

Messaging is designed to create comparison without direct attacks.

Message System

Messaging Phases (Illustrative)

1

Phase 1: Introduce Question

"What does Oklahoma need?"

2

Phase 2: Introduce Contrast

"Talk vs. Action"

3

Phase 3: Reinforce Clarity

"Clear plan, clear choice"

Final: Reinforce Decision

"The clear choice"

Messaging is structured for repetition and clarity

Messaging Structure and Sample Creative

Illustrative examples of how the campaign message translates into media across phases and formats.

Note: These are example scripts demonstrating message structure and consistency. They are not final production scripts.

Section A: Core Message Frame

Primary Theme

"The man with a plan"

Framing Question

"What's the plan?"

Core Position

Clear ownership and execution

Section B: 30-Second Examples

EXAMPLE 1: COST OF LIVING

"Go to the grocery store. Fill up your tank. Everything costs more. You feel it every week. So the question becomes— what's the plan? There's been a lot of discussion. A lot of promises. But you're still dealing with the same pressure. Here's my plan: I'll lower costs by cutting waste, support real, true job growth and make your government work more efficiently. Because at some point, it can't just be talk, so I have a plan."

EXAMPLE 2: GOVERNMENT SPENDING

"Oklahoma spends billions each year. But you still have to ask— where is it going? There's concern about waste. About efficiency. About results. So the question becomes— what's the plan? Here's mine: I'll identify and eliminate waste. I'll demand accountability. I'll focus on measurable results. Not more process. Execution. That's my plan."

EXAMPLE 3: ECONOMIC GROWTH

"Oklahoma has opportunity. But are you seeing it? Are you feeling it? Growth doesn't happen from speeches. It comes from execution. So the question becomes— what's the plan? Here's mine: I'll create an environment for real job growth. I'll focus on outcomes, not headlines. I'll make sure progress is measurable. That's how growth actually happens."

Section C: 15-Second Examples

COST OF LIVING

"Groceries. Gas. Bills. You feel it every week. I have a plan— lower costs, cut waste, and make government work. Execution."

GOVERNMENT

"Billions spent. I have a plan— cut waste, increase accountability, deliver results."

ECONOMY

"Growth doesn't come from talk. I'll focus on execution, jobs, and measurable results. That's my plan."

Section D: Talking Point Framework

Answering "What's the plan?"

Structure:

  • Acknowledge what you're feeling
  • Frame the problem
  • State clear actions ("I will…")
  • Reinforce execution

Full Response Example:

"When you ask 'what's the plan,' you're really talking about your everyday life. You're talking about what you're paying for groceries, what you're paying at the pump, and how far your paycheck goes. And the reality is—you're feeling that pressure. At the same time, the state is spending billions. So here's my plan: I'll lower costs by cutting waste. I'll support job growth that you can actually feel. I'll make government operate more efficiently. That's my plan. Execution."

Short Version:

"When you ask 'what's the plan,' you're asking how things improve for you. Here's mine: I'll lower costs, support growth, and cut waste. Execution. That's my plan."

Section E: Debate / Interview Framing

→ "That's the central question — what's the plan?"
→ "You're feeling the pressure every day"
→ "Here's what I'll do"
→ "Execution is what matters"
→ "This is about results, not discussion"

Section F: Message Discipline

Consistency Principle

Every message follows this structure:

  • Start with what you're experiencing
  • Ask the question
  • Provide clear ownership ("I will…")
  • Reinforce execution

Clarity and repetition build credibility.

Strategy Overview Go to Issues Page Candidate Analysis