With few big name contenders so far for the 2010 elections, the executive directors of the Democratic and Republican parties have their work cut out for them.

And they have different strategies on how to come out on top.

Kansas University graduate Kenny Johnston, 27, was promoted from technology director in December to run the Democrats’ day-to-day operations. The party has made strides with its use of technology and social media under Johnston, but party leaders said he also possesses strong leadership qualities to recruit candidates and build the Democratic base.

Cici Rojas, 42, of Kansas City, Kan., returned to the area earlier this year after working most recently as the CEO of the Greater Dallas Hispanic Chamber of Commerce. She has followed the lead of state GOP Chairwoman Amanda Adkins and emphasized a fiscally conservative philosophy.

Here’s a look at what Johnston and Rojas hope to accomplish in their positions:

Johnston

The Leawood native earned an engineering physics degree from KU in 2006, but Johnston in 2004 had already set his sights on working in politics after helping U.S. Rep. Dennis Moore defeat Republican challenger Kris Kobach.

“That race really got me hooked,” Johnston said. “Politics is exciting. It’s fast-paced.”

He later joined the state party’s staff in 2007.

“Being a Democrat in Leawood, you definitely know you’re a Democrat,” he said.

The party’s chairman, Larry Gates, said Johnston was instrumental in the state party’s progress online.

“He’s just got a natural leadership ability,” Gates said. “He brings a whole bunch of professionalism to the office.”

Due to his time as technology director, Johnston is probably best known in political circles across the state for helping boost the party’s presence by sending out e-mails and posting information on social networking Web sites like Twitter and Facebook.

Johnston said today the party might not get only letters from Kansans concerned about an issue, but also e-mails or tweets.

“We need to be able to respond to all of those,” he said.

Johnston thinks of it all as part of a larger strategy to try to connect with as many voters as possible on how to communicate ideas about issues, like the economy and health care.

Currently, he’s working with other Democrats on high-profile 2010 races in the state. The party has taken criticism recently for not fielding widely known candidates for governor or the U.S. Senate seat coming open.

But Johnston said party leaders are not worried because it’s early in the game, and he said Republicans have not yet fielded any “top-caliber” candidates to try to foil the re-election prospects of Moore in the U.S. House, Attorney General Stephen Six, and State Treasurer Dennis McKinney. State Rep. Raj Goyle, D-Wichita, also is seeking a U.S. House seat.

“I think this election is certainly a turning point. We have so many races that are open and up for grabs,” Johnston said.

Rojas

Since returning to Kansas earlier this year, Rojas said frequent callers to the Republican headquarters in Topeka voiced concerns on financial policies, health care and proposed energy legislation.

Rojas said concerns Kansas Republicans have today are similar to what drew her to the party. She grew up in Kansas City, Kan., and returned from Dallas to live in the area after she accepted the GOP job in March.

Her loyalty to the Republican party dates back to her strong feelings about pro-business policies. She previously led the Hispanic Chamber of Commerce of Greater Kansas City.

“You have to do what’s right for your business community,” she said.

Rojas has also was a vice president for the U.S. Hispanic Chamber of Commerce in Washington before moving to the Dallas Hispanic chamber in 2006.

Kansas is an overwhelmingly red state based on voter registration, but political experts note a frequent split in the GOP between moderates and conservatives. Rojas said she wants to see the party in Kansas focus more on fiscal policies and helping recruit and retain businesses.

She said the socially conservative wing within the GOP was important but during the recession a majority of voters want leaders to work on economic policies. Rojas said when she worked in Dallas with the Hispanic chamber, the organization followed that model.

“We made sure we stayed away from some of the social issues that community groups can easily get caught up in, especially minority groups, if you will,” she said.

Adkins, a Cerner Corp. executive who was elected party chairwoman in January, said Rojas also can help with the party’s outreach in the state, especially with minority groups that are growing in population.

“As a businesswoman, mother and Latina leader, she understands how to take our message and share it in new and meaningful ways with key demographic groups,” Adkins said.

Rojas said the party can benefit from reaching out to minorities, especially in western Kansas and the larger cities.

“We have many basic core principles in common with the minority communities,” Rojas said. “I think it is about taking our message to them.”