The 2025 local body elections are fast approaching, so now is the time for candidates to be planning how they’ll market themselves to their community. Running for local office is as much about visibility and perceptions as it is about policy. So effective marketing is essential.
Make Every Dollar Count
The Local Electoral Act 2001 sets strict limits on how much you can spend during your campaign. That means every dollar must work hard. Spreading your name and message isn’t about throwing money around—it’s about smart, strategic choices that build awareness and trust. People need to see your name and face multiple times in different ways before they consider giving you their vote.
Invest in a Professional Profile Photo
One of the easiest wins you can give yourself is getting a professional photo taken. Too many candidates last time opted for DIY pictures—some even submitted what looked like passport photos where they weren’t smiling! That doesn’t convey confidence or approachability. A professional headshot that shows you looking competent, trustworthy, and relatable will go a long way. Use it consistently across all your campaign material, including when submitting your nomination, as this is photo is used in the official booklet that is sent out with the voting documents.
Awareness Takes Repetition
One of the biggest mistakes candidates make is assuming that one or two touchpoints with voters is enough. It’s not. People need to see your name and face several times—in different places—to remember you and take your candidacy seriously. Think like a brand: repetition builds recognition.
Social Media: Plan Ahead
Social media is useful, but unless you’re already well-known, organic posts won’t reach enough people. Paid ads can help extend your reach, but here’s the catch: Facebook requires a multi-step verification process for political advertisers. This includes ID checks, disclosures, and setting up special disclaimers. It’s not quick or simple—so get started now, not the week you want to launch your campaign.
Newspapers Still Work—But Don’t Wait
Don’t overlook local print media. Community newspapers remain a trusted source of information, especially for older voters. Front-page ads are the gold standard for visibility—but they’re limited and book out fast. Secure your space early or risk missing out.
Signs, Signs, Everywhere Signs
Traditional election signage still works. Fence signs on high-traffic roads build name recognition fast. If someone sees three signs with your name on a single drive across town, that’s powerful reinforcement. Plan your sign placement like a campaign map.
Digital Billboards: Affordable and Effective
Digital billboards have made billboard advertising more accessible than ever. They’re much bigger than fence signs and more affordable than in the past, due to rotating multiple ads and not having to pay for the printing and installation. But again, other candidates will likely be wanting those spots too, so booking early is key. You’ll also need a high-quality digital design—another place where your professional photo pays dividends.
Your Profile Blurb is Crucial
The profile blurb in the voting packs is critical, as many people read over it alongside their voting papers. When writing your profile blurb think, “What are the one or two top things the public are most concerned about, and does my blurb present me as someone credible and trustworthy who can help tackle those issues?”
Stand Out with a Website
If you want to run for mayor, you need to have a website in your marketing mix. This isn’t as crucial for councillor candidates, as many don’t do this, but it will help you stand out. Having a small but effective website enables you to share more about what you stand for and gives you somewhere to link your social media ads to. Don’t make it complicated – I recommend using a homegrown Rocketspark website for a cost-effective and easy solution.
In short: plan early, invest in quality, and think like a marketer. You’re not just running for office—you’re running a campaign. Make it count.
