ConservativeHome's General Election Review (executive summary here/ contents page here), concluded with ten recommendations.
A full audit of the effectiveness of Tory election spending needs to be undertaken. In many ways the party fought a very conventional election campaign - spending millions of pounds on billboard poster campaigning during the months running up to the election campaign. Two key areas of activity - which should have been funded from 2007 - were neglected as a consequence:
- The use of US-style micro-targeted internet campaigning where the party ensured it reached the 'influentials' within all key voter groups in society - from teachers to environmental campaigners to churchgoers.
- The proper funding of the ground war. Candidates in marginal seats during 2008 to late 2009 often receiving key funding three or four months late because money was being spent on expensive air war projects of dubious value. In addition and in aggregate too much was spent on the air war relative to the ground war according to key CCHQ insiders.
