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| | | Winning Campaigns' Articles
Lead Articles in July 2008
Rolling Out Your Campaign Message
Sequence and Timing
By Ron Faucheux
A campaign message positions your candidacy relative to the political environment and your opposition. It is about strengths and weaknesses, yours and those of your rival. As such, your central message should include a strong positive element based on your candidacy’s strengths – explaining why you’re right for the job -- and should also include a strong comparative element, based on how you’re different (and better) than your opposition.
The question most campaigns struggle with is how you roll out the positive and comparative aspects of a message. Do you start positive and end on the attack? Do you open up on the attack then go positive or comparative? Do you roll out two tracks, one positive and one comparative, at the same time? Or do you stay positive throughout and ignore the opposition?
Years ago, campaigns often took pride in ignoring the opposition. They refused to “dignify” their rivals by even mentioning them. But 21st century message-based campaigns rarely ignore an opponent who poses a possible threat.
| | Winning Campaigns' Articles | | | July 2008 |
| | | | Rolling Out Your Campaign Message | | | | | By Ron Faucheux
A campaign message positions your candidacy relative to the political environment and your opposition. It is about strengths and weaknesses, yours and those of your rival. As such, your central message should include a strong positive element based on your candidacy’s strengths – explaining why you’re right for the job -- and should also include a strong comparative element, based on how you’re different (and better) than your opposition. | | | | Campaign Sign Essentials | | | | | By Kirby Ralston
Real Estate professionals say the three most important things when selling a house are location, location, location. Candidates that successfully promote or “sell” themselves with campaign signs know that the three essential considerations regarding a lawn sign campaign are name recognition, copy brevity, and location. | | | | Sign Strategy By Political Sign Professionals | | | | | Resource Material from Thomas W. Keefe, Joe Garecht, Jim Burrows
Edited By Jim Burrows
Despite their lowly reputation, political yard signs are an essential tool that campaigns, both big and small, use to help raise their candidate's name identification and get it in front of the voters repeatedly. Signs help to insure name recognition when the voter steps into the voting booth – in relative terms nothing else is more important. | | | | Email Marketing Works: But What Are The Rules? | | | | | By Tommi Pryor
Political campaigns and advocacy organizations are turning more and more to email marketing to generate awareness, raise funds, recruit volunteers, acquire members or subscribers, distribute their calls-to-action and to get out the vote. This article is the first in an ongoing series designed to help political marketers understand how to utilize this medium most effectively. | | | | Crisis Management: The Public Relations Nightmare | | | | | By Holly Robichaud
In this day and age of “gotcha” politics, the 24-hours news cycle, blogs, u-tube, and camera phones, why do some politicians still feel insulated from the scandal of cheating on their spouse, tapping toes in the bathroom, and hiding cash in the freezer? | | | | Print Media: What You Will Encounter? | | | | | By Allan Bonner
Many books have been written to prove that print was a dead medium. They’re all good books and frankly, most are still around, but then, so is the print medium. | | | | July 2008 Online Publication | | | | |  |
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