Campaign Signs - Do They Really Work? Part 2

When Political Signs Don’t Work

Like any other campaigning technique, political signage has its limits. According to some political strategists, “signs don’t vote” because people who are willing to post signs (each of which costs the campaign precious resources) don’t always make it to the voting booth. Since people who are already favorably disposed toward a candidate tend to be the ones who are willing to post signs, it is difficult to tell whether signs actually create new supporters.

Admittedly, campaign signs are unlikely to be the main factor determining how a person will vote. In other words, deep-pocketed candidates who pepper their districts with signs will not necessarily win an election unless their campaign message aligns with constituent priorities. Things like political party, ideology, education, family influence, and personal contact with candidates are much more likely to affect vote choice. Indeed, some studies show that signs may simply be an indicator of existing support rather than a tool for converting voters from one candidate to another.Another possibility is that voters are simply more expressive than other people. One study suggests that whether a person displays a sign for the local University football team predicts voting just as well as whether they display a political sign.

Are campaign signs a sure-fire way to convert a disinterested or opposing citizen into a legitimate supporter? Probably not. Even though signs may not be the most important factor influencing individual voting decisions, they can still have powerful effect on a candidate’s political fate. In close races (especially those that are not salient to the voting public), signs can have a profound impact on election outcomes. www.unitedsignsga.com

Bang for your Buck

We now address perhaps the most important signage question for candidates and campaign managers: are yard signs worth the cost? To truly understand whether political signs are cost-effective, campaigns need to evaluate the costs of signage relative to other common campaigning techniques. Some of the most common ways to persuade citizens to show up at the polls include phone calls, direct mail, door-to-door canvassing, and, of course, signage. In the article that we reference above, political scientist Costa Panagopoulos estimates that when volunteers display three street signs in an election precinct with about 825 registered voters, the voter turnout will increase by approximately 3.5 percent, or 29 votes. If each sign costs $10, the cost per vote for 3 large signs would be about $1. If sign-holders are paid an hourly wage of $15, the cost would increase dramatically to about $17 per vote—still less than the cheapest alternative.

Footing the Bill

Recently, some campaigns have begun to ask supporters to make a small donation to the campaign before they will hand over a yard sign. For example, the Obama organization made waves by distributing signs—traditionally given out for free—in exchange for a campaign donation of about 8 dollars. While this practice may turn off casual supporters and anger party faithful accustomed to complimentary signs, it can be a way to defray the costs of signage. Using this approach, the campaign can also compile contact information for those who purchase signs, allowing them to reach out again in get-out-the-vote and fundraising initiatives later in the election cycle.

Campaign Sign Strategy: FAQ’s

Now that we’ve convinced you that yard signs are a valuable, cost-effective component of political campaigns (if you’re still reading, we assume we have), let’s talk sign strategy. Through our responses to some of the most common signage questions, we’ll tell you what you need to know as you plan an effective ground game.

How many campaign signs do I need?

While there isn’t a hard and fast rule for campaign sign quantity, remember that the goal is to maximize name recognition and visibility. The number of signs needed to accomplish name recognition will vary significantly depending on the size of the voting area. To maximize the power of your signs, a good rule of thumb is to place signs on private property in areas likely to be seen by actual voters (rather than people who aren’t your constituents). As we discussed earlier, signs are more likely to remind supporters to vote than to win people over, so you should concentrate signs in areas where you have a legitimate chance of winning.

What should my campaign signs say?

At a minimum, the sign should contain your first and last name and the office that you are running for. Many state campaign finance laws require political yard signs to include a disclaimer that identifies the person or group that provides funding for the sign. For specific state requirements, consult the state sign regulations section below.

How should I design my campaign sign?

In order to build name recognition, the sign needs to make your name stand out. The best way to do this is to keep the sign design simple. Make good use of blank space and minimize the amount of extraneous information on the sign. Make sure that your sign color scheme allows text to be easily read by a casual observer. If you need help or have questions, take advantage of our free professional design services.

How should I distribute my political yard signs?

Although there are many different strategies for getting yard signs in place, here are a few ideas to maximize efficiency and coverage:

1. Focus on voters

A common phrase among campaign strategists is “signs don’t vote; people do.” The gist of this phrase is that signs themselves don’t guarantee success—they are most effective when they reflect actual support. For this reason, we recommend placing as many signs as possible on private property, which requires the permission of the homeowner. When a person puts a sign in his/her yard or window, they become more invested in the campaign themselves. As discussed previously, signs also have more advertising value when those who see them can associate the candidate’s name with friends and neighbors who they respect. Focusing on the voter behind the sign will help you use your campaign funds most efficiently.

2. Sign blitz

If your campaign is strapped for cash, one effective way to cause a stir with a limited number of signs is to organize a sign blitz. Essentially, this involves putting out a large number of signs within a short period of time. If you are low on resources, make sure that your supporters focus their efforts on heavily trafficked streets.

3. Election Day Reminders

Another cost-efficient campaign sign tactic is to get campaign workers or volunteers to stand on busy street corners reminding people to vote on the day of the election. As we mentioned earlier in this post, an academic study in New York City found that when volunteers held up three large “vote today” signs, voter turnout increased by 3.5 percent. This technique will be most beneficial when signs are positioned in areas with high concentrations of likely supporters.

4. Mobilize supporters

The act of putting out signs not only increases your visibility as a candidate, it also gives volunteers a chance to feel connected to the campaign. In the improbable event that signs don’t win over any new supporters they will, at the very least, help reinforce existing support. Perhaps most importantly, you save crucial campaign staff time and wages when you recruit volunteers to pound the pavement for you.

5. Develop a strategy.

No matter what course you choose, you should develop a well thought-out sign distribution strategy. Consider planning the number of signs that you want to place in specific areas of your district. For example, a candidate for mayor might estimate the number of signs that he/she wants to place in each municipal voting precinct. Creating and executing a detailed sign distribution plan will help ensure that signs are seen by the prospective voters that you want to target.

How can I keep my yard sign costs down?

The answer to this question is similar to other responses we have given previously, but we will review them here as a final recap. To use your yard signs most efficiently, try to place them on along busy roads, preferably in front of private homes (rather than vacant lots or public property). Ask volunteers to distribute signs for you in order to save campaign worker wage resources for more skill-intensive projects. Try to get a lot of signs out quickly (sign blitz) in order to pique voter attention. Maximize the effect of each sign by designing a clear, visually appealing sign that will stand out to people as they pass by. Finally, make sure that signs contain the appropriate legal disclaimers for your state (i.e. “Paid for by…”) and placed in legally authorized areas in order to avoid the cost and embarrassment of having signs confiscated (see below for an in-depth summary of campaign signs laws). www.unitedsignsga.com

Source: http://www.signs.com/blog/do-political-signs-work-running-an-effective-legal-sign-campaign/