SPD Erlangen
SPD Erlangen
After helping with the successful citizen’s referendum for the Stadt-Umland-Bahn in Erlangen, I crossed paths again with local SPD members who had joined that effort. They recognized the success of my workshop-based approach and invited me to advise them on the 2026 mayoral election, where the current SPD mayor aims to secure another term. With Erlangen’s political scene more liberal than much of Bavaria — but facing growing competition from parties like the CSU and AfD — the SPD realized it needed a fresh, data-driven strategy.
Their main goal was not just to win the election, but to redefine the SPD in Erlangen as modern, approachable, and closely aligned with local voter priorities.
Unlike a typical campaign, they start from a position of incumbency: Mayor Florian Janik already holds office. However, with shifting voter attitudes, simply relying on existing support won’t guarantee success. The party wanted to broaden its appeal — particularly among younger or undecided voters — and solidify a clearer, more unified identity that speaks to Erlangen’s forward-thinking population.
The Spark
The Journey
I proposed a systematic branding and strategy process, rather than jumping straight into campaign slogans and events. We began with an on-site workshop to clarify the SPD’s core identity, map out the voter landscape, and determine exactly which segments of the population we need to focus on—particularly the undecided, rather than those already firmly for or against the SPD.
By looking inward first, we set the foundation for a fact-based campaign built on who the SPD truly is and which voters it needs to win over.
From that initial workshop, we designed a survey to better understand the concerns and motivations of these swing voters. The plan was to use the survey results in a follow-up workshop, refining messaging and campaign tactics. This step-by-step approach ensures the SPD’s campaign isn’t guesswork — it’s guided by actual data about voter preferences. Although the 2026 election is still over a year away, this methodical groundwork has already provided clarity and cohesion within the local party.
The Impact
Even at this early stage, the SPD leadership appreciates the chance to step back and define what they stand for in today’s shifting political environment. They now have a clear process — self-reflection, voter research, strategic messaging — that will guide the entire campaign. The approach also reinforces the idea that a strong brand foundation helps a party or organization stay true to itself, even under electoral pressure.
By emphasizing deeper self-knowledge and targeted voter engagement, the SPD stands ready to run a modern, dynamic campaign rather than relying on traditional, one-size-fits-all tactics.
Personally, this project has confirmed how essential it is for large organizations — even established political parties — to revisit their core identity and unify around it. Seeing the SPD adopt a brand-focused, data-driven mindset affirms my belief that genuine strategic clarity is invaluable, especially when the stakes are high and voter attitudes are rapidly evolving.
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