yard signs case study: henry howell for city council
DESCRIPTION
This slideshow spotlights the case of City Council candidate Henry Howell. It explains how political yard signs were used to help Howell succeed in his election, offering suggestions to other aspiring politicians and electoral candidates.TRANSCRIPT
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Yard Signs Case Study: Henry Howell For City Council
•Henry Howell recently entered the election for City Council of Montgomery, Alabama.
•Howell’s reputation as a real estate broker meant that he had the potential to be a strong candidate.
•Campaign manager Brad Wooten knew that creating a brand for the campaign was important.
•Two shades of blue, along with the slogan of “The Right Choice for Montgomery” were used for the Howell brand.
•These brand elements were used on all of the campaign promotional materials.
Background
•The most-effective way to build recognition for the campaign was to use political yard signs.
•Looking to stand out from the crowd, Henry decided to take a grass-roots approach.
•He targeted key constituents already backing his campaign.
•High-quality aluminum signs in real estate frames were placed in the yards of well-networked families.
•Initial investment for this campaign was $10,000, which placed his signs in over 250 homes.
Marketing Investment
•Townspeople began seeing Howell’s signs in their neighbors’ yards and learning about his campaign.
•Calls flooded the campaign office asking for more signs.
•Howell invested another $5,000 into an additional order of yard signs to add to more homes around town.
•Local businesses even got involved, showing their support for the new candidate.
Expansion of Campaign
•Come Election Day, Howell defeated his opponents with an overwhelming 68% of the votes.
•“Our signs really stood out from the crowd,” says Brad Wooten.
•People saw that Henry was taking the campaign seriously, and they responded with tremendous support.
Result
•For aspiring political candidates, it’s crucial that you are a household name. Use yard signs around town to get attention. •Find ways to make your signs unique and stand out. A “brand” can be very helpful for your campaign (colors, a slogan, etc.). •Quality is more-important than quantity. Research your demographics to find key areas where you should display signs. •Spend the money on high-quality signs that show you’re serious about your campaign.
Recommendations
Way To Go, Henry Howell!
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