It’s an age old question: which came first, the campaign sign or the campaign supporter? Okay, well maybe not, but curious minds (not to mention political candidates, campaign strategists, and voters) want to know: do political yard signs actually work? That is, do they convert casual sign observers into bona-fide voters? In the paragraphs that follow, we explain what exactly political signs do and don’t do. On the whole, we make the case that whether you’re running for school board or Senate, campaign signs will be a valuable part of your overall election strategy, and Patterson Print Shop is here to help you create them.
Increasing Name Recognition
Have you ever wondered why elected officials spend so much time appearing on late-night talk shows, riding in parades, updating their social media accounts, and doing other things that have little or nothing to do with making actual laws? They do it because in politics, name recognition is the name of the game. Prominent political scientist David Mayhew once said that, for politicians, “To be perceived at all is to be perceived favorably.” Thus, one of any candidate’s principle tasks is to make prospective voters familiar with his or her name. The question remains, however: do yard signs truly generate name recognition? A recent study by Vanderbilt University’s Cindy Kam and Elizabeth Zechmeister suggests that they do. In the study, the scholars placed four large signs for the imaginary school board candidate “Ben Griffin” on a street where roughly half of the parents passed each day as they drove their children to and from school. Three days after the signs were put up, the local PTA surveyed parents about their preferences in the upcoming school board election. The survey results indicated that parents who drove along the street where signs were placed were ten percent more likely to say that Ben Griffin was one of their top three choices for the position. The huge difference in favorability for Ben Griffin between those who saw the signs and those who didn’t suggests that campaign signage is a viable way for candidates to build name recognition.
Getting Out The Vote
Another way that political signs can improve a candidate’s electoral prospects is by reminding supporters to vote. Although signs are unlikely to change a voter’s mind about a particular candidate, they may help remind people who already like the politician to vote on Election Day if used strategically. Political scientist Costa Panagopoulos recently tested whether campaign signs would actually increase voter turnout by studying the 2005 municipal elections in New York City. After identifying 14 election districts whose historical voter turnout was nearly identical, Panagopoulos strategically stationed sign-toting volunteers at busy intersections in 7 randomly selected districts. The large white signs stated “Vote Tomorrow” in blue letters. In the actual election, the voter turnout in the 7 districts where volunteers held signs (the “treatment” group) was 3.6 percent higher than the turnout in the districts where signs were not displayed (the “control” group). this difference may seem trivial, a three percent increase in vote percentage can have a huge impact on a close election. Moreover, this increase in turnout seems to be comparable to the results of other “get out the vote” techniques such as door-to-door contacting, phone calls, and direct mail, which often require significantly more resources (time, money, and manpower) than does signage. As the research summarized above illustrates, campaign signage can have a meaningful effect on voter turnout. Candidates who use signs strategically may be able to target the people who are inclined to vote for them, perhaps by placing signs in areas where supporters are highly concentrated.
Local Elections: The Power of Visibility
Ironically, campaign signs tend to be used most when they are least effective—presidential elections. Since presidential races are extremely visible to the public eye, nearly everyone who is going to vote has relatively defined opinions about the candidates involved. Because of this, campaign signs are unlikely to have a major impact. As behavioral psychologist Mark Sibicky notes in a recent interview, “Signs do little to change anyone’s mind that is already made up.” At the same time, signs can have an important effect on elections in which candidates are relatively unknown. Candidates for municipal offices such as school board, sheriff, city council, mayor, and judgeships are often relatively unknown, so the added name recognition generated by political signage is invaluable. Additionally, because municipal offices in many localities omit partisan labels from the ballot, voters who are unable to make a decision based solely on political party may turn to the candidates whose names they are most familiar with. Politicians running for lesser-known state offices such as state auditor, treasurer, and even attorney general can also benefit from the increased notoriety that signs provide.
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.
Increasing Name Recognition
Have you ever wondered why elected officials spend so much time appearing on late-night talk shows, riding in parades, updating their social media accounts, and doing other things that have little or nothing to do with making actual laws? They do it because in politics, name recognition is the name of the game. Prominent political scientist David Mayhew once said that, for politicians, “To be perceived at all is to be perceived favorably.” Thus, one of any candidate’s principle tasks is to make prospective voters familiar with his or her name. The question remains, however: do yard signs truly generate name recognition? A recent study by Vanderbilt University’s Cindy Kam and Elizabeth Zechmeister suggests that they do. In the study, the scholars placed four large signs for the imaginary school board candidate “Ben Griffin” on a street where roughly half of the parents passed each day as they drove their children to and from school. Three days after the signs were put up, the local PTA surveyed parents about their preferences in the upcoming school board election. The survey results indicated that parents who drove along the street where signs were placed were ten percent more likely to say that Ben Griffin was one of their top three choices for the position. The huge difference in favorability for Ben Griffin between those who saw the signs and those who didn’t suggests that campaign signage is a viable way for candidates to build name recognition.
Getting Out The Vote
Another way that political signs can improve a candidate’s electoral prospects is by reminding supporters to vote. Although signs are unlikely to change a voter’s mind about a particular candidate, they may help remind people who already like the politician to vote on Election Day if used strategically. Political scientist Costa Panagopoulos recently tested whether campaign signs would actually increase voter turnout by studying the 2005 municipal elections in New York City. After identifying 14 election districts whose historical voter turnout was nearly identical, Panagopoulos strategically stationed sign-toting volunteers at busy intersections in 7 randomly selected districts. The large white signs stated “Vote Tomorrow” in blue letters. In the actual election, the voter turnout in the 7 districts where volunteers held signs (the “treatment” group) was 3.6 percent higher than the turnout in the districts where signs were not displayed (the “control” group). this difference may seem trivial, a three percent increase in vote percentage can have a huge impact on a close election. Moreover, this increase in turnout seems to be comparable to the results of other “get out the vote” techniques such as door-to-door contacting, phone calls, and direct mail, which often require significantly more resources (time, money, and manpower) than does signage. As the research summarized above illustrates, campaign signage can have a meaningful effect on voter turnout. Candidates who use signs strategically may be able to target the people who are inclined to vote for them, perhaps by placing signs in areas where supporters are highly concentrated.
Local Elections: The Power of Visibility
Ironically, campaign signs tend to be used most when they are least effective—presidential elections. Since presidential races are extremely visible to the public eye, nearly everyone who is going to vote has relatively defined opinions about the candidates involved. Because of this, campaign signs are unlikely to have a major impact. As behavioral psychologist Mark Sibicky notes in a recent interview, “Signs do little to change anyone’s mind that is already made up.” At the same time, signs can have an important effect on elections in which candidates are relatively unknown. Candidates for municipal offices such as school board, sheriff, city council, mayor, and judgeships are often relatively unknown, so the added name recognition generated by political signage is invaluable. Additionally, because municipal offices in many localities omit partisan labels from the ballot, voters who are unable to make a decision based solely on political party may turn to the candidates whose names they are most familiar with. Politicians running for lesser-known state offices such as state auditor, treasurer, and even attorney general can also benefit from the increased notoriety that signs provide.
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.