The Campaign Group takes complete responsibility for all facets of television and radio advertising, from the design of a campaign message to the placement of commercials on the air. We are most proud of our ability to produce commercials which deliver a strategically-targeted message. We have produced effective commercials for both multi-million dollar presidential campaigns and congressional challengers on modest budgets.
We work closely with the pollster, campaign staff, and candidate to develop a campaign message and an advertising strategy for delivering that message. We write all scripts, provide the entire production crew, shoot and record all film, edit all commercials, and produce the actual dubs needed for airing.
Our production staff is headed by Mark Moskowitz, who has been with the firm since its inception and whose commercials have become models for the industry. Our ultimate goal is to develop a perfect campaign message and deliver it precisely through well produced and strategically-placed commercials.
Media Placement
The Campaign Group recognizes that a properly planned and executed media buy is crucial because it is the single largest expenditure in the campaign. Effective planning can substantially increase the impact of your media buy, so spending your media dollars efficiently is a top priority for us. We will order station avails and rates, and make specific recommendations about the selection of programs. We will work with the pollster to evaluate demographics and ensure the best possible media selection. We will negotiate ad rates to give you more media buy for your money. Not only will we make the commercial order and traffic spots to stations, but we will also monitor and reconcile to ensure that spots run as ordered.
The Campaign Group’s experience in placing media within complex sets of demographic, financial, and strategic constraints is unique. While most firms “contract out” the media buy or have a junior account executive place your media buy, we have our own full-time, in-house media buyer. Lisa Cabanel, who has been The Campaign Group’s media buyer since 1983, has placed media for more than 500 campaigns and has handled total media budgets in excess of $500 million. We have been hired to do the media planning and buying for campaigns led by
other media consultants because our unsurpassed expertise in media planning is even recognized by our competitors.
The Campaign Group has won more than a dozen “Pollie” awards, which honor the nation’s finest political campaign advertising, from the bipartisan American Association of Political Consultants.
General Consulting
We are not just an advertising agency. For advertising to ultimately mean anything, hundreds of correct decisions on free press, fundraising, budgeting, and field must be made. We provide strategic advice on all areas of a campaign, from research and issues to message and general strategy.
We provide assistance in the following areas:
Free Press
We believe candidates must use every free media opportunity — including debates, public appearances, and editorial board endorsements — to deliver a message that is substantively and stylistically compatible with the paid media. We provide counsel to help make this happen.
Budgeting
Our goal from the start will be to make sure the campaign’s strategy determines budget decisions, not the other way around. Specifically, we assist in the development of a range of costs that is efficient and feasible for each of the key areas of your campaign.
Staffing
Recognizing that the success of a hard-fought race can be determined by the people a candidate has executing his or her campaign, we are willing to use our national contacts to help find experienced staffers to carry out the campaign’s daily operations.
Field
We work with field directors to gauge reaction from local leaders to a campaign’s advertisements and to make sure that voters who have seen your advertisements are encouraged to get out to the polls on Election Day.
Fundraising
We have extensive experience in all aspects of campaign fundraising, from initial planning to meetings with large donors.
