DPDC Candidate Support:
Building Your Campaign Materials
In the crowded political landscape, a strong visual brand is more than just a logo; it's a powerful tool for connecting with voters. A consistent visual identity, from campaign materials to social media, helps candidates:
Stand Out: Differentiate themselves from opponents and cut through the noise.
Build Trust: Foster recognition and familiarity, increasing voter confidence.
Communicate Values: Visually represent their core beliefs and resonate with specific demographics.
Mobilize Support: Inspire action and create a sense of community among supporters.
Project Professionalism: Convey competence and seriousness to the electorate.
**Essentially, effective political branding helps candidates build a compelling narrative and leave a lasting impression on voters.
Click HERE for a list of union printers that are local to our area, from DPI's list.
BRANDING - YOUR VISUAL IDENTITY
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Color Palette - Choose colors that evoke trust, energy, or the values the campaign represents (e.g., blue for stability, green for progress).
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Choose only 2-3 colors – one dark, one light (white) and a third bright accent color; you can use a fourth and maybe a fifth color on a website IF it’s used professionally and subtly.
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Typography - only one or two fonts should be used; use clean, professional fonts that match the tone of the campaign and that are large enough and READABLE; do not use fonts that are script or overly unique.
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Serif Fonts – formal, traditional, reliable (COMPETANCE)
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Sans Serif – modern, clarity, young, approachable, forward looking – (WARMTH)
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Logo - Create a simple, recognizable design; your name should be as large as possible; consider using symbols, initials, or visual elements tied to the candidate's story. LOGO = YARD SIGN
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Photography – hire a professional and opt for high-quality, authentic images; again, balance competence and warmth by using a professional photo and 1-2 photos that humanize the candidate and align with the campaign’s tone.
PRINT MATERIALS
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Tier 1 – Basic & Needed
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Walk Cards
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Yard Signs
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Tier 2
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Postcards
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Mailers
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Tier 3
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Print Advertising
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Digital Advertising
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Tier 4
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Swag – t-shirts, buttons, baseball caps, etc.
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Tier 5
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Media Package – radio & TV / streaming
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WALK CARDS
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Where to Use – everywhere – door knocking, lit dropping, events.
Size and Shape – professionally printed; not too large (example: incl. in PC letter); vertical vs. horizontal; glossy card stock.
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Content
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Name & Position - your full name and the officer that you are running for.
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Large Headshot – clear, high quality professional photo of just you.
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Logo – reaffirm your branding.
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Slogan – tag line, catch phrase an/or adjectives.
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Date of the Election and/or Early Voting Dates – include the election date and early voting dates. Vote by mail (VBM) not necessary.
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Digital – Where can they find you – websites and social media, email
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QR code - generate a QR code that links to your website.
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Experience – bullet points with very concise sentences highlighting your most important and relevant experience.
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Priorities – what will you do or focus on – CONCISE, bullet points; active language or verbs; CONSISTENT with ALL other campaign materials & website.
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Other Photos – family portrait, community involvement.
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Readability – use one, maybe two fonts; readable font size and use contrast and be careful how text looks on dark colors.
YARD SIGNS
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Corrugated Plastic vs. Cardboard – plastic.
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Size – standard size is 24” x 18”; size restrictions in cities and towns.
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Stakes – get quote including stakes; short vs. long.
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Yard Sign = Logo – should basically be your logo.
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Your NAME – your name should be as large as possible.
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Color and Contrast – do NOT use white, especially in winter.
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Visibility – readable at a distance, as in from a moving car
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Placement – perpendicular to the street, near/closest to the sidewalk (usually illegal to put them on the public parkway side of a sidewalk)
POSTCARDS AND MAILERSS
Ability to reach more voters or inaccessible voters - can’t get to every door; can reach voters in apartments.
POSTCARDS
Pros and Cons
Pros: generally available in smaller volumes, more personal, can vary message, buy-in from the community by using volunteers, campaigns should try hard to get their volunteers who write postcards to donate stamps
Cons: need volunteers, volunteer management and tracking intensive.
Content - similar to a walk card; blank on the back or a brief printed message; lines for address and square for the stamp.
Tips: use for smaller races; provide detailed directions on what to write and not write and dates the cards are due and to whom.
MAILERS
Pros and Cons
Pros: less management intensive, professional, can have someone design it for you.
Cons: expensive, less personal.
Content: similar to a walk card if trying to reach more voters; different message if you’re trying to reach a certain segment.
Tips: use for larger races or if you have money to spend.