| A campaign theme is the message used by a | | | | simply too long for the average voter. They need |
| political campaign to communicate why a | | | | something even shorter. They need a short, |
| candidate is running for office. It is also shaped by | | | | simple slogan that succinctly describes the |
| an overall campaign identity. The goal of this | | | | essence of your campaign. |
| campaign theme is to influence voters and gain | | | | - Making a Difference |
| the support needed to win an election. | | | | - Smart Growth for Today and Tomorrow |
| At its essence, a campaign theme is simply a | | | | - Leadership That Works |
| message that states why voters should elect a | | | | Your slogan should directly relate to your primary |
| candidate. This message should be carefully | | | | message. For example, if your candidate is running |
| crafted. It should be detailed enough to not only | | | | an anti-development campaign, a appropriate |
| tell a story, but to also provide campaign 'sound | | | | slogan might be 'Smart Growth for Today and |
| bites' that can be used throughout the race. | | | | Tomorrow'. A slogan should be easy to |
| Here are a few examples: | | | | remember, fit on a campaign sign, and be related |
| "Facing financial woes and a decaying | | | | to the candidate's primary issue. |
| infrastructure, we need leaders who will restore | | | | Campaign Color Themes |
| fiscal accountability and rebuild our state. Joe | | | | What colors are you going to use to promote |
| Jones is that leader." | | | | your campaign? There is always the typical red, |
| "Jane Jones is a former teacher and administrator, | | | | white and blue, but if environmental issues are |
| not a connected politician. Her background in | | | | important in your race, perhaps white and green |
| education means she can restore accountability to | | | | would be a better choice. It's best to keep your |
| our local schools." | | | | color scheme to just two (hopefully |
| "Trustee Smith has missed over half of the Town | | | | complementary) colors - one light and one dark. |
| Board meetings over the last two years. How can | | | | Pulling it all together |
| she be effective if she doesn't even do her job? | | | | At this point, your campaign theme contains a |
| Jane Jones will work hard for the voters." | | | | message, a slogan, and a general color scheme. |
| Your basic message should contain your | | | | From here on in, it's a matter of consistently |
| campaign's major talking points. It is to be | | | | using these elements in campaign literature, radio |
| repeated across all of your campaign promotional | | | | and TV ads, and signage and campaign website. |
| activities. | | | | Broadcast that theme so every voter knows |
| Campaign Slogans | | | | what you stand for, and why you deserve their |
| When it comes down to it, most messages are | | | | vote on Election Day! |