For political purposes, your campaign theme is basically a single message which is used to communicate an integrated political message. It should be based on a clear reason why a candidate is running for office, and backed up by an overall identity that shapes the overall campaign. The goal, of course, is to convince people to vote for you.
Why are you running for office?
You should be able to summarize your campaign’s main message or narrative into a concise statement that explains why voters should support your campaign, organization or political party. The message should be short enough to not only tell a story, but also to be broken down and used as talking points that can be used by a candidate over and over again.
So, what is a political theme? For more of an idea, here are some political campaign message examples:
- “As we face fiscal woes and a decaying infrastructure, we need leaders who will restore fiscal accountability and help rebuild our state. John Smith is that leader.”
- “Jane Smith is a former teacher and administrator, not a well-connected politician. Her background in education means she can restore accountability to our local schools.”
- “Ian Incumbent has missed over half of the Town Board meetings over the last two years. How can he govern if he doesn’t even do his job? Jane Smith will be there and work hard for the taxpayers.”
- “Our town board is indifferent to citizen needs over outside developers. John Smith will work for sustainable growth.”
- “Colin candidates is running for judge to insure impartial and fair justice for all.”
These are campaign theme examples that touch on an important issue to voters and what the candidate is going to do when elected. Your message should contain the major talking points that will be used throughout the campaign. In one form or another, your message should be repeated at every opportunity, in every available medium.Your campaign's main message should be a concise statement that explains why #voters should support you. Click To Tweet
Appeal to voter emotions
If your theme can play on voter emotions, it can become far more powerful. What are the wants and needs of your community? Education? Jobs? The economy?
- Know the issues and interests of your target voter. You can find this out through public meetings, newspapers and just speaking with people. Learn how your solutions contrast with those of your opponent.
- Show you can relate to and feel your target voter’s pain. Political themes that can tie both a problem and a proposed solution together is a powerful message.
- Most people vote on emotion, not logic. Tap into and create a memorable emotion that gives voters positive feelings about you and what you hope to accomplish.
All of your campaign communication – speeches, print material, signage – should reinforce your theme and the feelings they produce. Your campaign message should show that you share a voter’s values. This helps them identify with you and builds trust.
Your campaign slogan – an extension of you
While a summary of your campaign is great and should be practiced until it can be recited in your sleep, the average voter needs something even shorter. They need a slogan that encapsulates your entire election campaign.
Slogans may touch on various themes that create a political message. Examples of these include:
- Let’s Make a Difference
- A Voice for Smart Growth
- Proven Leadership.
- Quality in Government
Your campaign slogan should be related to your message. For example, if you are running an anti-sprawl campaign, a slogan like ‘A Voice for Smart Growth‘ would be appropriate. It’s short, it fits on a campaign sign (if it had to) and is related to a major campaign issue.Your #political campaign slogan should encapsulate your entire campaign. http://ow.ly/McUq30gBjnT Click To Tweet
What’s your color theme?
What colors are you going to use to promote your campaign? In the US, red, white and blue are always favorites, but if you were running on environmental issues, perhaps green and white might be a better scheme.
It’s usually best to keep your color scheme to two colors, one light and one dark. Simple is best. That goes for your fonts, as well. A nice sans-serif font is easier to read than a fancy script.
Whatever you do, once you commit to a color theme and slogan, stick with them. Switching things up halfway through election season will only dilute your brand and confuse voters.
What about your website theme?
Your online presence – your campaign website, social media profiles and online advertising – should all match in look and feel. A good political website template should have colors and fonts that match your offline signage. The look of your website should tie together the position your are running for or the major issue behind your campaign.
Putting it all together
At this point, your campaign election theme is well on its way. You have a message, a slogan, and a general design scheme. From here on in, it’s a matter of combining and using these elements consistently though your campaign literature, TV and radio ads, signage and your campaign website. Hammer that message home so every voter can easily recall what you stand for, and why they should vote for you on Election Day!How To Win A Local Election (When You’re Broke)
Dos and Don’ts for Political Campaigns in 2020 »