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Winning Campaigns' Articles
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.
If we operate off of the above premise, let's take a closer look at the workhorse of political campaigning – the yard sign. Most signs will be viewed by those in automobiles or other modes of transportation where you have a very short time frame (3–5 seconds) to get your name recognized. Anything that distracts or limits the visibility ofthe candidate’s name should be avoided.
In order to be successful, your campaign should take time in designing and printing your signs and in planning out your sign strategy, including where your signs should be placed and when.
When do I begin my yard sign campaign?
In most municipalities there are laws which govern yard signs and when they may be posted, so check to make sure your campaign complies with the law. My usual advice to campaigns is that, unless there is an important strategic or financial reason, yard signs should start going up as soon as legally possible.
Does it matter where I locate my signs?
Your yard sign strategy should be closely targeted to be effective. Considerations include making sure that signs are placed on major thoroughfares and close to high traffic areas in your district. Place fewer signs in areas that you know you won't win, and more signs in areas where there are more favorable swing voters.
I want to show that I am patriotic?
The most common colors we use on our products are red, white & blue. However, too much of a good thing can reduce the distinct nature of a custom sign. Don't be afraid to mix and match colors. However, once a color scheme is chosen, stick with it with every advertising piece.
What about party affiliation?
Should your campaign involve a locale where party affiliation is even more important than the candidates themselves, the R (Republican) and D (Democrat) on the ballot itself will suffice – in this case nothing else is very important. Using party affiliation is terrific if the majority of voters are from the same party. Not such a great idea if you are in the minority.
What about my picture – is that helpful?
Pictures are nice, often flattering, but they utilize valuable space and are often distracting. We have done some wonderful photos, but anecdotal research suggests that the potential voter remembers that great looking picture, but can't tell you the name of the candidate. In most jurisdictions photos are not on the ballot. In our culture where we read left to right, a picture on the left will be quickly seen but little if any time is left to find and assimilate the candidate’s name.
What if we have a great slogan?
Save it for direct mailing, television, radio, newspaper, or other media that do not require visual & cognitive recognition in 3-5 seconds. If it's absolutely essential to the integrity of your campaign, make it large enough to be read by walkers or stopped traffic, but not so large as to compromise the visibility of the name. Remember, slogans are not on the ballot.
What do we do with “verbal imperatives”?
Re-elect, elect, retain, vote, keep, etc… View your sign as a resume. You are trying to get a job. Utilize those elements that establish your qualifications and avoid those that detract. Many jurisdictions require that the language used in political advertising not be misleading. Therefore, state accurately your current position as it relates to the office. Generally, emphasize your success … re-elect, retain, keep, etc… Minimize your lack of experience… elect, vote for, etc… Some may argue that incumbents are not very popular and references to such should be avoided. The facts speak otherwise. Incumbents win and win big. Familiarity may breed contempt, but it is also a terrific advantage in an election. Many jurisdictions indicate incumbency on the ballot.
Is a Union Label needed?
A Union Label (often called a union bug) printed on your signs may be helpful in some communities and with some voter constituencies. If a union bug is desired, confirm that the company supplying your signs is a union shop and/or has the legal right to use the union identification in question. Just ask the company to fax you a copy of their current “union licensing agreement.” You should never have to pay extra for a legitimate union label from a legitimate manufacturer.
Can I do some really neat things with my own computer?
Remember, anything (especially special graphic effects) that compromises the ability to read the important elements of the yard sign should be avoided. Gradations, vignette, multiple dropped shadows, etc. are very effective in TV and direct mail, but have limited, if not negative, impact when included on yard signs. Don't be concerned if all of your campaign materials match. Be concerned that all of your media efforts are effective!
Will my signs outlast the length of my campaign?
Today, political yard signs are made of the most durable material and will outlast most any campaign length. However, it is important to make sure that signs stay up in areas you have targeted. One great political truism is that no matter how many yard signs you put up, some will eventually disappear. You need to have a plan in place to replenish signs on a regular basis, especially in your key targeted areas.
Is any training involved?
The last piece of the yard sign puzzle is your organization – the people who put up your signs and make sure they stay up. The sign installation itself is made easy today by sign manufacturers. However, it is important to recruit a team to scour the district for sign locations. This team can also help your campaign look for supporters in targeted areas who will agree to place your signs on their lawns or in their windows. Be sure to keep an eye out as you go door to door as well – ask voters that you visit if they would be willing to display a sign for your campaign.
Edited by
Jim Burrows, Staff Writer, Winning Campaigns
Substantial resource material was taken from previously published articles written by:
Thomas W. Keefe, VP & General Counsel of Patriot Signage, Inc., the manufacturer of The Winningest Sign, Copyright 2005 Patriot Signage, Inc.
Joe Garecht, a graduate of the Republican National Committee's Campaign Managers and Marshals program, and a member of the American Association of Political Consultants.
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Winning Campaigns' Articles
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July 2008 |
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Rolling Out Your Campaign Message |
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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. |
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Campaign Sign Essentials |
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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. |
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Sign Strategy By Political Sign Professionals |
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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. |
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Email Marketing Works: But What Are The Rules? |
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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. |
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Crisis Management: The Public Relations Nightmare |
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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? |
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Print Media: What You Will Encounter? |
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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. |
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July 2008 Online Publication |
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