With parade season upon us and campaigns kicking back into high gear, you need to stock up on campaign collateral like walk cards and yard signs.
But don’t just check the box. Your collateral needs to stand out to voters, otherwise it’s a wasted opportunity.
Walk Cards
Depending on the strategy in your race, you may focus exclusively on you (the standard approach) or use the opportunity to contrast with your opponent. Regardless of your approach, keep your walk card simple while not sacrificing quality, as this is the campaign material that will likely be seen the most.
Standard Approach: The front side of your walk card should include 4-5 things: your logo, a professional headshot, your slogan (if applicable), your 3 main points, and your website. The back side should include a photo with your family or action photo, a shortened version of your campaign bio (no more than 130 words), and the required disclaimer.
Contrast Approach: The front side of your walk card should include the same 4-5 things as a standard walk card: your logo, a professional headshot, your slogan (if applicable), your 3 main points, and your website. You may also choose to include the required disclaimer on this side, if there’s space. The back side should persuasively and succinctly convey why you are a better choice for voters than your opponent. The goal is to show a clear contrast between you and your opponent between the two sides.
- Pro Tip: The front side should be bright and inspiring while the back side should be dark and ominous. You can also consider creating and listing a website expanding on why your opponent is the wrong choice.
Yard Signs
Whether you are ordering standard 18”x24” yard signs, 4x4s, or even 3x5s, your signs need to stand out in what will be a sea of campaign yard signs.
We’ve seen a lot of good signs throughout the years and plenty of bad signs. The difference between the two: bad signs try to do too much.
When people are driving by, they only have a couple of seconds in their peripheral vision to register what’s on the sign. Adding slogans, pictures, or distracting graphics on signs only distracts them from the only thing that is important: your name.
- Pro Tip: As we get closer to November, every street corner will be filled with signs and yours needs to stand out. Red, white, and blue are the most common colors, so consider using different colors in your branding to make your signs pop.
Signs include more than just your standard yard signs. You might want sign toppers to promote a major endorsement, like a newspaper endorsement. You might want special signs focused on pushing your major campaign theme. Or you might do targeted signs focused on a specific issue, like signs near gas stations and/or grocery stores focused on how your opponent caused prices and the cost of living to go up.
Pricing for walk cards and yard signs will only increase as we get closer to November. Now is the time to design and order effective collateral so you get the best possible price and are prepared for the stretch run.
