1. FIELD ORGANIZING PLAYBOOK
Kapture City Leaders

2. KAPTURE
KAPTURE
WEARABLE
PERSONAL
TACTILE
SHAREABLE
INTUITIVE
FASHIONABLE
STRATEGIES270
SLEEK
CLEVER
SIMPLE
MOMENTS
SOCIAL
SOCIAL
UNIQUE
RAD
TACTILE
GRASSROOTS
GRASSROOTS
COMFORTABLE
INNOVATIVE
PROVOCATIVE
INSPIRATIONAL

3. CONTENTS
PURPOSE
270 & KAPTURE
Our shared values
ORGANIZING
INVOLVEMENT
GOALS
CITY LEADERS
REPORTING
Organizing for Kapture
Pillars of effective organizing
Your role with Kapture
Setting and tracking goals
Day in the life of a City Leader
Reporting and accountability

4. 01
270 STRATEGIES & KAPTURE
Helping clients build people-centered, data-driven, and digitally-sophisticated grassroots campaigns that
achievetheirstrategicgoalsandchangetheworld.
270 is a next-generation consulting firm redefining the construct of a winning campaign. Our name is inspired
by the number of electoral votes needed to win a presidential race.
Having led the Obama campaign to victory in 2008 and again in 2012, we know how to transform a passionate
team into a skilled and victorious operation. Like Kapture, we’re passionate about using data, technology, and
online engagement to do big things.
BUILDING WINNING GRASSROOTS CAMPAIGNS

5. Kapture is a provocative
expression of the tech-
savvy lifestyle.
Provocative
Ka p t u re i s m o re t h a n a
tech company – it’s a social
engagement company, working
to use innovative technology,
innovative thinking, and
thoughtful design to help
people capture, preserve, and
share life’s greatest moments.
Hence their name: Kapture.
Social Engagement
Like us, Kapture is committed
to crafting clever solutions to
facilitate social engagement.
That’s why we make such
a great team – and we’re
excited that you’re going to
be a part of it.
Technologically savvy
Our vision
We believe in the power of technology to help preserve
MOMENTS and RELATIONSHIPS that matter.

6. 03
ORGANIZING
Though people usually join a campaign because of an inspiring leader or a compelling cause, they stay
because of the community they encounter and the relationships they build. That’s where you come in.
Organizing for Kapture means that you are part of a larger community of creators and backers working
together to build momentum and rally people around an idea.
City leaders like you will help us gather support
at the local level. We value your interest in
what we're doing, your ability to act­ivate local
networks, and your savvy nature to make
something like this work. With your skills, 270
Strategies’ expertise, and our drive to make the
month of September a national news story…it
could be a perfect st­orm.

7. 04
PILLARS OF ENGAGEMENT
BUILDING A STONG ORGANIZATATION
BEGINS WITH BUILDING A LIST. HOW?
LIST BUILDING
The best organizers weave their personal stories in as
many settings as they can: at 1-on-1 meetings, group
meet-ups, conferences, on the phone, and via social
media.
Stories bring individuals together around shared values and
experiences. People share their stories to engage, connect,
and motivate others.
Organizers use personal stories to build relationships with
our supporters, and to move people to action. By appealing
to our audience’s pathos, we’re able to plant the seed of a
lasting, trusting bond.
Step 1: Determine the audience you’ll focus on (youth, college students, parents, etc.)
Step 2: Determine where they live and work (cities, suburbs, college campuses, etc.)
Step 3: Determine how to best reach them (post, email, text message, social media, etc.)
Step 4: Determine how to deliver the most effective message to them
PERSONAL STORY

8. 30 seconds (“elevator speech” or phone call)
2 minutes (tabling)
5 minutes (1-on-1, group meeting)
8-10+ minutes (speech)
PREPARE TO TAILOR YOUR DELIVERY TO
THE AMOUNT OF TIME YOU HAVE, BE IT:
STEPS TO A GREAT KAPTURE STORY:
For example, if talking to a tech-savvy mom, I might say:
I’m passionate about social entrepreneurship, and am
excited to work with a company using innovative, stylish
technology to solve such a common problem: the
transience of life’s most beautiful moments. Perhaps my
biggest fear as a parent is failing to record my child’s first
words. But with Kapture, I can.
Step 1: How do your values align with Kapture’s?
Step 2: Brainstorm 3-5+ examples of moments you wish you had “Kaptured.”
Step 3: Pick one story to share with each type of audience. 8-10+ minutes (speech)
Don’t wait until your
next engagement – start
practicing today.
Remember: practice
makes perfect

9. 06
THE “ASK” IS ORGANIZER-SPEAK FOR “REQUEST”-- LIKE A
REQUEST TO DONATE, TO VOLUNTEER, OR TO SEND A TWEET.
THE HARD ASK
They help us get what we want or need
They help us build our organizations
They allow us to make more asks
Three main benefits:
The “hard ask” is a request to make a commitment to a specific action.
Organizing is asking. It’s deliberate, specific, and confident. Remember: you get what you ask for, and not
much of what you don’t.

10. How do you make the hard ask?
Step 1: Recognize the self-interest of the person being asked.
How does this action align with his/her values?
How will (s)he benefit from taking that action?
How will (s)he most readily recognize these benefits?
Step 2: Present this as an opportunity to get involved, not as a favor.
Step 4: Shut up.
Provide context and build urgency.
Explain what makes this work important to him or her.
Never set them up to answer with a “yes” or a “no.” Instead, the answer should be “a” or “b” – two options, both
presented by you. “Do you want to sign up now, or would you like me to follow up tomorrow?”
Making a strong, specific request increases the chance of a positive response.
Making a weak, vague request helps no one.
Rather, make the ask – then shut up.
Never give them “an out” to say no.
In personal life, silence can be awkward.
In professional life, silence is deliberation.
Step 3: Be specific, and use strong language.
Never apologize for
making a hard ask.
In the words of Nike,
"just do it."
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11. DIGITAL ORGANIZING
INTEGRATION OF OFFLINE EVENTS WITH ONLINE NETWORKS TO
DRIVE CONNECTION AND COMMUNITY AROUND KICKSTARTER
ONLINE STRATEGY
Twitter: Real-time information about events/updates and drive people to take action
Facebook: Foster discussion around the Kapture Audio device and drive traffic to the
Kickstarter
Blog: Narrative of your work offline, telling a compelling story to move your networks to
join or back us
Mobile: Driving people to events through text message
Instagram: Tell a visual story to drive action
You are a digital storyteller.
Your role is to tell the Kapture story online, but in your own words. Turn your networks into advocates and
encourage your community to join the movement.
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12. TIERS OF THE DIGITAL ASK
Sign up to stay updated and retweet this link
Repost this photo
Share this post
Make a pledge today
Repost tweets of other backers
Updates on progress to goals—create a sense of urgency
Post event announcements
Share pictures of offline events and activities
Share stories of missed moments
Encourage site share and list building
Encourage pledge amounts and backing
Encourage offline involvement

13. YOUR ROLE
SETTING GOALS & TRACKING THEM
In order to develop beacons of support in the top creative, technological, and social cities across the
country, we are turning this digital fundraising platform into a grassroots movement.
That means we’re keeping things local.
You are the face of our movement.
Kapture Kickstarter runs exactly 30 days: September 3 through October 2.
Key metrics you should track:
Meet-ups hosted
Sign-ups and commitments
Tabling at events
Presentations
Social Buzz
Throughout these 30 days, we need your
help to share our stories, build our lists,
and make those hard asks.
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14. DAY IN THE LIFE OF A CITY LEADER
FROM DAILY COMMITMENTS TO HOURS AND LENGTHS, YOUR SCHEDULE IS COMPLETELY
FLEXIBLE.
IT'S NOT THE TIME YOU SPEND THAT MATTERS, BUT THE CONNECTIONS YOU MAKE
10:30 - 10:45: Send out an email to your networks announcing the Kickstarter
12:30 - 1:30: Meet for lunch with a tech influencer
3:00 - 3:05: Post to your social networks
6:00 - 6:45: Stop by social media happy hour at local startup incubator
SATURDAY MIGHT LOOK LIKE:
11:00 - 11:30: Tabling at downtown tech conference
2:00 - 2:45: Tabling at an entrepreneur/idea day at Sunny State College
6:00 - 6:15: Upload any new contacts you've gained to the Google Form
WEDNESDAY:

15. 12
REPORTING & ACCOUNTABILITY
You will be assigned weekly goals that tie back to our key metrics. Things like:
# of meetups hosted
# of prospect meetings
# of commitments/sign-ups collected
# of events attended/tabled at
# of tweets / retweets / fb posts / shares
How will you report these?
Each night, we will ask you to fill out a short online form summarizing your activities for the day.
Each week, we’ll host two calls to share updates, troubleshoot challenges, and celebrate victories.
What can you expect from us?
A list of influencers in your area to reach out to for initial meetups
A list of relevant events to attend barring your availability
A list of any co-working spaces that are available in your area
A City Leader care package filled with key items to help you perform your duties
A weekly list of social content to repurpose on your channels
Email templates to share with your networks
A list of social media guidelines and best practices
On-going check-ins and coaching from both Kapture and 270 Strategies
A new network of friends here at 270 and Kapture!
How do we track our progress?

16. WHO WE ARE
Ashley Bryant is a Senior Digital Strategist with 270 Strategies focusing on digital and social
engagement. She joins the team after serving most recently as the Digital Director in the state
of Ohio for the 2012 re-election of President Barack Obama. After successfully helping to
bridge the gap between offline and online organizing, Ashley has been recognized by the
Huffington Post as “one of 50 Women Who Made the 2012 Election”. Ashley has built a
successful track record in developing and executing innovative digital marketing initiatives for
global brands as well as political campaigns. She’s a proven thought leader in creating unique,
distinctive social and digital strategies.
Max Clermont is an Associate with 270 Strategies. He joins the team after serving as a Regional
Field Director in Florida for the re-election campaign of President Obama. Prior to the joining
the campaign, he has worked with Partners In Health, Pencils of Promise, and Brigham and
Women’s Hospital Center for Community Health and Health Equity. His work has focused on
providing organizations with guidance on how to enhance the experience of community and
find ways to encourage participation. A Boston native, Max received his B.A. and M.P.H. from
Brown University where he developed a strong research background in health services and
public policy.
Ashley Bryant
Max Clermont
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17. Mike spent over 12 years at CPG giant Procter & Gamble building brands like Tide, Pampers,
Crest and Oral-B in the areas of Marketing / Brand Management and Engineering. Mike is a
visionary thinker with complex global business experience.
Mike Sarow
CO-FOUNDER, CEO
David Bill recently joined the Kapture team as a technical advisor. David has been a
technology leader and entrepreneur for more than 20 years, mostly building and scaling
innovative online services such as Wanelo, Klout, LiveFyre, CoTweet, and Spinner. He’s also a
founding advisor at Freestyle Capital and holds a number of patents.
David Bill
TECHNICAL ADVISOR
Matthew Dooley
CO-FOUNDER, COO
Matthew founded and owns his own social media agency (Dooley Media) following a
Marketing / Strategy career at American Modern Insurance Group. Matthew is an adjunct
professor of social media for the Xavier University MBA program and is a passionate
entrepreneur with proven start-up experience.

18. Micah Paldino is leading all of the PR efforts for Kapture. He is the CEO of Peanut Butter &
Jelly (PB&J), a local multi-disciplinary design, marketing and PR firm dedicated to strategic
brand positioning.
Micah Paldino
PR LEAD
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