School Board Candidate Guide
1ST EDITION • 2025
MESSAGING & BRANDING
You and your fellow running mates need to have an overall cogent, positive message. There are nuances in messaging if you are running mostly incumbents versus a slate of mostly new candidates. For incumbents, the message needs to build on what you’ve done and now plan to do. For new candidates, the message needs to focus on what you plan to do once you take office, and how it differs from your opponent(s).
Running districtwide as at-large candidates enables use of broader messages, whereas running within a region of the district may require curating the message to the targeted audience. Same thought process should be used in targeting messages to Republicans, Democrats, or Independents. It is not using a different message but one of making sure the message is salient to the audience.
Less is more in messaging. The overall campaign message should have no more than four key points. The message should be positive, declarative statements. Develop messages that touch on students and their families, respecting teachers, public accountability/transparency, and financial stewardship. The key messages become the basis of door hangers for use in canvassing, mailers, letters to the editor, postcards, etc. as enumerated in your campaign strategy.
Checklist:
- Message must be crisp and positive
- Practice being able to link any issue back to core message of candidate or slate of candidates
- Use colors and symbols that reflect District colors and mascot, but do not use the same brand as the district as that would not be appropriate
“Use stories that anchor your campaign—your children as students, your volunteer work in the community.”
Lissa Geiger Shulman
community volunteer, Allegheny County
Compelling narrative and emotional storytelling can be effective in delivering messages, particularly candidate-specific messages. Narratives that depict the candidates’ character, values, future aspirations help the message resonate with voters. When a candidate’s goals align with voter needs and hopes, they are more likely to be remembered.
All of those interviewed for this guide stressed authenticity, which is the candidates being true to themselves. Credibility matters in messaging. When voters perceive someone as being inauthentic, they can be turned off and turned away. Some examples of authentic messaging include:
- Stressing that a slate that includes Democrats, Republicans, and/or Independents is nonpartisan.
- Acknowledging a slippage in graduation rates accompanied by clear plans on what a school district is doing to increase those rates.
- Conveying respect for the professionalism of teachers by noting that they have the education and experience to deliver the best education.
Candidates defending board composition have different message considerations than do candidates seeking to oust current, more extreme board members. Incumbents can focus on positive academic outcomes, continued plans for improvement, and a reflection of school pride. Campaigns that are seeking to oust more extreme board members need to define the harm that these individuals are doing to the school district, and redirect voter attention back to the importance of student learning needs.
Broad campaign messages can be spelled out in more detail on a website through issue papers, but candidates should avoid getting tied up in the detail. Find a volunteer that is a good editor to make sure your messaging is crisp, easily understood, and relatable to parents and community members.
Branding in school district colors with a crisp message attracts attention as shown by Methacton school board candidates.
