The difference between effective and ineffective advertising is not a function of how much money is spent:

While a larger budget can give you more production options, and certainly will aid in the distribution of your messages, in the end it is what you are saying that will make the difference. Compelling communications - ones that drive an emotional response - are remembered. A well-conceived and written black and white, text driven ad will beat a poorly thought-out 4 color ad any day of the week.

Political elections, issue advocacy, and ballot initiatives should have an inherent advantage: they deal with issues that strike to the heart of a person's view of the world (or what it should be). Yet, too often, the power of good candidates and impact of important issues are being diluted by poor marketing strategy and haphazard creative execution. We're out to help change that.

A campaign is not a product. The actions and decisions we ask voters and donors to make are not those of idle consumerism. These actions/decisions have real impact on people's lives - something that needs to be poignantly delivered in your messaging.

Impact Politics will help you focus and adjust your communications to avoid the common pitfalls:

1. Campaign advertisements are often lacking in message consistency, quality control, and often ignore basic principles of branding.
2. State and regional campaigns are slow to adopt the Internet, email, web video, and short messaging as tools for fundraising, membership drives, and message distribution.
3. Campaigns have been slow to adopt/improve the use of spot cable and VOD, even as the production costs have lowered while the number of targeted outlets (cable stations, YouTube, podcasting) climb
4. New technologies are being ignored: the potential effects of Tivos/DVRs, mobile video, online advertising, and interactive TV need to be incorporated into the strategy.

Media is changing. The emergence of blogs, online communities, web video, and mobile media are opening new doors to candidates with smaller budgets. Likewise, advancements in video/audio production technology have dramatically lowered the cost of ad production.

We believe there is a real opportunity for candidates to win races they wouldn't have won a decade ago, and dominate ones that would have traditionally hovered around the margin of error.

To learn more about how we put this philosophy into action and results, CONTACT us.