“The Candidate’s Playbook” Arms Aspiring Office-Seekers With Step-by-Step Strategies to Win in 2025 and Beyond
- The Chairman
- May 22
- 2 min read
Coral Springs, FL — May 22, 2025 — Political consultants and veteran grassroots organizers Robert W. Sutton and Celeste Shank Ellich today announced the wide release of their new field manual, The Candidate’s Playbook: A Guide to Building a Successful Team and Winning Your Election, now available worldwide on Amazon in paperback and Kindle formats. (Amazon)
Clocking in at 228 pages of practical guidance, checklists, and proven tactics, the Playbook distills decades of on-the-ground experience into an accessible, battle-tested framework that walks first-time and seasoned candidates alike through every phase of a modern campaign—from exploratory committee to election-night victory speech. (Amazon)
“We wrote the Playbook to be the mentor most candidates never have,” said co-author Bob Sutton, former Broward County Republican Chairman. “Whether you’re running for school board or Congress, success still comes down to disciplined organization, clear messaging, and relentless voter contact. This book hands you the tools to execute each of those pillars with confidence.”
Added co-author Celeste Ellich, herself a past county party chair and campaign trainer: “Too many gifted community leaders lose simply because they don’t know the mechanics. Our goal was to demystify fundraising, volunteer management, and digital outreach so good people can step up and win—no matter their budget.”
Key Features of The Candidate’s Playbook
Blueprint for Building a Winning Team – Defines every role (candidate, manager, finance chair, comms director, field captain) and provides sample job descriptions to streamline recruitment and accountability.
Fundraising Roadmap – From crafting an irresistible donor pitch to hosting high-yield events and leveraging small-dollar digital channels.
Message Architecture – Step-by-step process for honing a resonant core message, opposition research tips, and rapid-response protocols.
Field & Data Operations – Voter-file segmentation, canvassing scripts, phone bank workflows, and get-out-the-vote (GOTV) countdown calendars.
Comprehensive Checklists & Templates – Ready-to-use budgets, compliance trackers, press-release shells, and social-media content grids.
Product Details
Specification | Information |
Title | The Candidate’s Playbook: A Guide to Building a Successful Team and Winning Your Election |
Authors | Robert W. Sutton & Celeste Shank Ellich |
Publisher | Calatrava Strategies LLC |
Publication Date | June 28, 2024 |
Format / Length | Paperback, 228 pp. |
ISBN-13 | 979-8990985902 |
ASIN | B0D8R1LLWL |
List Price | US $17.76 (paperback) |
Amazon Category Rank | #48,948 in Politics & Government (Books) |
(Amazon) |
Availability
The Candidate’s Playbook is available for immediate purchase on Amazon. Readers can order at the following link: The Candidate’s Playbook on Amazon. Bulk-order discounts for campaign teams, universities, and civic-engagement organizations are available by contacting the publisher at info@calatravastrategies.com.
About the Authors
Robert W. Sutton served two terms as Chairman of the Broward County Republican Executive Committee and founded Calatrava Strategies, a Florida-based consulting firm specializing in campaign strategy, grassroots mobilization, and political risk analysis.
Celeste Shank Ellich is a veteran campaign manager, former county party chair, and co-founder of the Republican Liberty Caucus of Florida. She lectures regularly on voter engagement and has coached dozens of successful local candidates.
Together, Sutton and Ellich have trained more than 500 candidates and activists nationwide, helping civic leaders translate passion into impact at every level of government.
Media Contact
Calatrava Strategies LLCAttn: Press Office8954 Shadow Wood Boulevard, Coral Springs, FL 33071📞 (954) 683-9597 | ✉️ press@calatravastrategies.com
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