Our Approach

SP’s philosophy for guiding winning campaigns is three-fold:

1) Message wins elections.  
The campaign’s message is the foundation upon which the campaign is built.  From fundraising to field to politics – the strength of every aspect of a campaign is contingent on the right message. We believe that message starts with a candidate's story.  Voters need to understand what motivates a candidate to take on the issues she or he are promoting.  It is these personal stories told through effective advertising that makes a candidate's message genuine, authentic and powerful.

2) Production values matter.  
Compared to big corporations, campaigns have limited budgets.  But that’s no excuse for a campaign spot to look “cheap”.  Your campaign’s ads still must run side by side with Pepsi and Nike ads; a campaign ad that looks poorly produced by comparison will make your message and candidate seem less credible.  We will never allow a spot a client is not proud of, to hit the airwaves.

3) Your campaign is as important to us as it is to you.  Having spent more than two decades on the ground managing and speaking for high
profile campaigns, we know what it is like to live and breath for a campaign. As media consultants we still feel the same way.  We take on a limited number of races each year so that we can give the highest level of personal attention  possible to each one.   We become
emotionally committed to our campaigns and candidates - just like we did when we were managing.  The most successful campaigns are those that
come together like "causes," not just as jobs.



Victory is a journey.  We’ll be with you every step of the way.
As your media consultant, we will spare no effort to make hard-hitting, effective ads.  But for SP Media, that is neither the beginning nor the end.  With decades of experience in messaging, media relations, budgeting and even volunteer management, we will be a resource for your campaign, lending a helping hand and providing strategic counsel from the moment we join the team.
Research and Polling – the tip of the spear.
Building a winning message starts with a good poll, and building a good poll starts with research.  From public records and press coverage to votes and legislative records and everything in-between, a good research report helps us to get a better sense of the strengths and vulnerabilities that will set the tone for the campaign –for your opponent and for you. 
Once the team has assessed the research, we will work alongside the campaign, the researcher and the pollster to help develop a poll that will test our best arguments, assess our vulnerabilities and gauge the political environment.
Developing your message.
Every campaign is inflicted with a palpable sense of anxiety in anticipation of the results of a poll.  We feel it too.  Whether we’re comfortably ahead, in a battle to catch up, or neck and neck, once we have results, we’ll get right to work helping you craft a message framework that is based in research and that fits your biography and your personality.  At SP Media, we don’t believe you can just pull a campaign message out of a box.  If it isn’t a good fit for the candidate, and if the candidate isn’t comfortable with it, it will never work.
As our message begins to develop, we’ll work alongside members of the campaign team to help refine your message and apply it consistently through all aspects of the campaign, whether it’s as an appeal to funders, a dialogue for field workers at the doors, or a theme around which earned media is developed. 
With more than 20 years directing communications for candidates at nearly every level of government, we have the experience and know-how to develop a focused, disciplined message, work with you on debate and editorial board preparation,  speech writing, earned media planning and guidance, crisis management and rapid response for your campaign.
Getting you on the air.
We start with a plan that works your budget.  We have worked with campaigns at every level developing budgets that make the most of your campaign’s precious resources. This includes working with the best media buyers in the industry who help us blend the right schedule and the right demographic information to get your message in front of the right voters.
Our goal is to help you win.  Our primary means to that end is the creation of thoughtful, high-quality ads.  The right message is the key component of a good political ad.  But we strive to be better than good.  We combine the message with a style that fits the candidate; an authenticity that respects your area and your targeted voters, a tone that fits the political environment, and a level of attention, creativity and quality that does not ask how far up or down the ballot the race is. 
We understand you will live and breathe your campaign.  As media consultants, we will live and breathe your campaign too. We take on a limited number of races each year so that we can give the highest level of personal attention as possible to each one.

At SP Media, we take your race as seriously as you do.

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