Marketing guides for campaigns and law firms
Plain answers on digital ads, messaging, voter targeting and social media, with the Florida election and bar rules that apply and a source for every figure.
Campaign Strategy
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Campaign StrategyDigital Marketing for Political Campaigns: A Florida Guide
The five things to build before a campaign's first ad runs, the Florida and platform rules that apply, and an honest look at what digital ads can and cannot do.
14 min read -
Campaign StrategyWhen Should a Political Campaign Start Advertising in Florida?
In Florida, requested mail ballots reach voters weeks before Election Day. Here is how to plan campaign advertising backward from those ballots, early voting, qualifying and platform deadlines.
14 min read -
Campaign StrategyPolitical Campaign Messaging: How to Write Your Message
A slogan sounds good. A campaign message tells voters why you, for this district, at this moment. Here is how to build one from research, in your voters' languages, within Florida's ad rules.
12 min read -
Campaign StrategyVoter Targeting: Base, Persuadable and Low-Turnout Voters
Base voters need reminders, persuadable voters need a reason, and supporters who vote unreliably need help turning out. Here is how to plan for all three.
12 min read -
Campaign StrategyHow Voters Decide in Down-Ballot Races
In judicial, school board and city races, many voters know little about who is running. Here is what research shows about how they decide, and what a qualified candidate can do about it.
11 min read -
Campaign StrategyName Recognition in Politics: How Candidates Build It
A familiar name can raise support in low-information races, but one heavy week of Facebook ads is not enough. Here is what the research shows and a plan to build recognition before ballots go out.
12 min read
Political Advertising
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Political AdvertisingFacebook and Instagram Ads for Political Campaigns
How campaigns run Facebook and Instagram ads: who you can target, Meta authorization and Paid for by disclaimers, Florida disclaimer wording, the final-week block on new ads and the Ad Library.
15 min read -
Political AdvertisingDo Political Ads Work? Reach Voters Where They Are
Voter attention moved to phones and feeds. What digital ads do for a campaign: reach and repetition inside a district, targeting and languages, what the reporting shows, and what a week of the work looks like.
12 min read
Law Firm Marketing
Ready to put real work behind your name?
Schedule a consultation. We will talk through your goals, your audience, and what your marketing should be doing for you, before you commit to anything.
Social Media and Paid Ads
Organic vs Paid Social Media for Law Firms and Campaigns
Posting is presence. Advertising is distribution. How law firms and campaigns combine organic and paid social media, and what changes under Florida Bar and political ad rules once you pay.
12 min readBoost Post vs Ads Manager: Why You Need a Funnel
Boosting a post is advertising, with fewer controls than Ads Manager. A boost buys the reach, and a funnel builds what comes next. Here is how law firms and campaigns turn reach into calls, donations and votes, and the rules that apply once you pay.
12 min read