When putting together your campaign brochures, you want to put your best foot forward. Your brochure may be the first, last, and only time you will reach a voter. Here are some tips to creating an election brochure that will make a good impression on your target voter.
Write out your content, while keeping in mind the amount of space you have to work with. Odds are you will start with way too much text, and you’ll need to cull down the material. That’s fine, because you’ll want your copy to be as lean and to-the-point as possible.
Keep in mind the overall design and layout of the brochure. For example, if your piece is tri-fold brochure mailer, two-thirds of one side will be for address information and the ‘cover’ on the other side.
In the brochure copy itself, try to:
- Keep to one idea per paragraph.
- Use short sentences.
- Use bullet points where possible to free up as much white space as possible.
- Divide the text into sections (About the Candidate, Issues, Voting Information/Election Date…)
From professional experience we’ve found that it’s better to limit the number of people involved in writing the brochure. Campaign material created by committee tends to be unfocused, trying to cover too many points in a single piece.
When designing the campaign brochure, keep the layout simple. Be sure the primary colors of the brochure match the rest of your campaign materials, yard signs, and website. Script fonts should be avoided. Keep in mind that using more colors adds to the cost of printing.
Photographs are very powerful visual element. Try to include e at least one photo of the candidate included in the brochure. Typically, a professionally-shot candidate photo should appear on the cover, along with an ‘action shot’ inside. All the photos should make the candidate look good with proper dress and backgrounds. The last thing you want potential voters to do is to scrutinize the candidate’s fashion sense or the corporate logo of some item in the shot’s background.
As a picture can tell a thousand words, charts and graphs can do the same. They should be simple in design and clearly illustrate a point. A simple explanation under the chart should be all you need to make your point.
As your brochure design is finalized, it’s likely that you (or the designer) will need to adjust the different elements to make everything fit and flow properly. If there is too much text, the font size may need to be adjusted or the graphics or photos re-sized. You may need to go back and further condense your copy. A cramped brochure is looks bad and is less likely to be read.
Proofread the piece for misspellings or grammatical errors.
If you are having an outside company print your brochures, check their printing requirements and be sure to provide everything they need. If the brochures are to be mailed, check with the post office for such things as size and bulk mail requirements
Speak with an employee in the post office about requirements that must be met for mailing the brochure. For example, are there are specific size and bulk mail requirements?
Finally, upload a digital version of the campaign brochure to your campaign website so that it is available for others to download, share and print!
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