Solutions


Ferguson & Associates provides the following services:

  • Fundraising and Direct Mail
  • Online Marketing and Technology
  • Social Media and E-Mail Marketing
  • Voter Targeting and Data Management
  • Media Production and Placement
  • General Consulting and Campaign Management

Fundraising

Political campaigns from city council to sheriff to Congress to President cost money, and more often than not… lots of it. In the age of information overload, it would be nice if campaigns were free or cheap. In Great Britain, television advertisements for political campaigns are provided for free, but in the United States that’s simply not the case.

Fundraising is not the most important element of a political campaign, but it is certainly a necessary evil required to reach your electorate effectively and efficiently.

Ferguson & Associates is here to help you raise money to run a successful campaign for public office. Our philosophy is that the most responsible campaigning is principled, well rounded, and analytical.

A few examples of the fundraising strategy services we provide are:

  • Campaign Budgeting
  • Campaign Committee and Development
  • Fundraising Mail
  • Donor Identification and Contact
  • Network Development of Individual Donors, Political Action Committees, and Key Corporate Contributors
  • Soliciting Email, Website, and Text Messaging Donations

Our services are here to help your campaign maximize its efforts to reach those who have a vested interest in good government and can make a financial contribution to your cause.

Direct Mail

Direct Mail is the classic way to contact known voters. At Ferguson & Associates, our corporate philosophy regarding direct mail is that every piece that we develop must be Effective, Efficient, and Empirical.

A few examples of the direct mail strategy services we provide are:

  • Voter Introduction
  • Issue Based Mailers (Jobs, Education, Ethics, etc.)
  • Endorsement Pieces
  • Rapid Response
  • Compare and Contrast
  • Get Out the Vote (GOTV)

Effective

Our in-house graphic designers and consultants will develop a comprehensive mail strategy based on the issues that our empirical research and polling show will move voters’ attitudes.

We have a history of using tasteful, dynamic, and high quality designs that will catch the attention of the voter and result in a successful campaign for public office.

Efficient

At Ferguson & Associates, we have negotiated bulk volume discounts on postage and printing for our clients. Because campaigns are so expensive, we do our best to be conscious of the ever-escalating costs of running a political campaign.

We also have experience micro-targeting known voters based on geographic circumstances or issues important to subsets of voters. In most instances, our technology allows for pieces to be personalized to the individual household or voter.

Empirical

For all of our mailers, especially issue-based mailers, the content of the pieces are integrated and developed based on benchmark polling and periodic surveys.

An effective direct mail campaign that provides quality design with strategic targeting based on empirical evidence that is delivered efficiently can definitely make the difference between winning and losing.

Media Production

One of the most effective means of communicating your vision to voters is through television, radio, and newspaper. One of the principles ingrained in the Ferguson & Associates corporate culture is to be mindful the ever-escalating costs of running a campaign for public office. This means that a candidate’s multimedia and direct mail campaign must be EFFECTIVE, EFFICIENT, AND EMPIRICAL.

The goal of any media campaign is to point out unique qualities of the candidate, memorable and unique selling proposition that allows the candidate to stand out in a crowd of multiple candidates seeking multiple offices.

Ferguson & Associates uses internal staff as well as outside vendors to produce high quality commercials using effective voiceovers for narration, graphics for animation, superior script writing and stock footage where needed. All radio and television commercials are digitally produced for higher quality, quicker turnaround, and maximum portability.

The production of your campaign’s television, radio, and newspaper advertisements will maintain your campaign brand and unique selling propositions throughout the series.

Our effective script writing and quality direction of actors involved in commercials, as well as media placement that finds the best deals for your money, will give you the advantage on Election Day.

Media Placement

Locating your customers, demographic, or electorate and motivating them to action is the number one challenge for modern media campaigns.

Ferguson & Associates has a dedicated segment of the staff devoted strictly to media purchasing. Our media team is thoroughly trained to target the audience you are seeking to reach. Their job is to make advertisement placements for competitive positioning, monitor purchases of other campaigns within your media market via various rating systems, and maintain positive relationships with vendors from coast to coast.

Regardless if you choose network television, cable, radio, newspaper, or a mixed combination, Ferguson & Associates will place your ads on specifically targeted locations, stations, and time slots.

Ferguson & Associates has the experience and expertise to help you deliver your message into a distinguished and dynamic multimedia campaign.

Research

  • Scarborough USA+
  • Nielsen National Ratings
  • Claritas
    1. MRI
    2. Convergence Audit data
    3. Consumer Buying Power
    4. Business Facts
  • Prizm NE segmentation
  • Strata
  • SimmonsLOCAL
  • Polk Automotive
  • AutoCount
  • AdMall
  • Nielsen
    1. Ratings
    2. AdViews (competitive spending)
  • TNS Media Intelligence (competitive spending)

Online Marketing and Technology

Ever-emerging communication tools for political campaigns are websites, emails, and social media. Ferguson & Associates can build a website and a social media strategy for your association, interest group, or special campaign project.

Websites built by Ferguson & Associates can include a content management system, flash, audio, video, and most any modern web technique. We also have extensive experience integrating your web site as a strategic communications tool for your membership.

If you can write an email, you can edit your website. Here is a list of a few of the services we can provide:

  • Website Development and Design
  • Website Hosting
  • Blog Creation and Customization
  • Online volunteer management
  • Content Management Systems
  • Social Networking Strategy (Facebook, Twitter, LinkedIn, Flickr, etc.)
  • Online Advertising and Contributions
  • Email campaigns and list management
  • Online Reputation Management
  • Search Engine Optimization
  • Web and YouTube Videos

Contact us today and we can start the process of developing your unique online marketing strategy.

Promotional Products

Ferguson & Associates can provide assistance with ordering and producing essential promotional product items for your campaign.  A member of our staff will work with you to assess your campaign product needs, evaluate your budget, and develop a timeline for delivery.

A few examples of the products we provide are:

  • Yard Signs, Road Signs, Highway Signs, and Banners
  • Bumper Stickers, Decals, and Magnets
  • Lapel Stickers
  • Cups and Mugs
  • T-shirts
  • Pencils and Pens
  • Door Hangers and other print products
  • Over 250,000 other products

We will even place your order and ensure you receive the products on time. Our staff has the extensive experience working in the campaign trenches, so we provide product knowledge and recommendations that are second to none.

Polling and Analytics

Ferguson & Associates has conducted polling and survey research for multiple campaigns in the United States.

We understand that an Effective, Efficient, and Empirical polling strategy can make the difference between winning and losing. Campaigns that effectively utilize polling for issue and market research spend their money more wisely, and significantly improve their chances of victory.

Most all voters desire to know five things about a candidate for public office:

1. What makes you qualified?
2. What are your positions and principles?
3. What values do you share with voters?
4. What makes you the best candidate?
5. What makes you unique?

In order to guarantee accurate polling results we put in place these measures:

  • We balance the survey using at least three different socioeconomic and demographic factors – usually voter registration, gender, and age.
  • In most instances, we survey directly from a state’s voter file to guarantee that we are speaking with those citizens who participate in elections.
  • We screen voters at the kitchen table on their likelihood to vote questions to make sure they are very likely to participate in the upcoming election that we are surveying.

Three polls that should be considered in any major campaign are:

Benchmark Poll: Conducted early in a campaign to learn name identification, determine areas of demographic strength (and weakness) and identify key issues to be emphasized throughout the effort. This is usually the largest poll of the campaign and will also have the first “ballot test.” (25-45 questions)

Periodic Poll: Conducted during the course of a campaign to determine progress in establishing name identification and any movement in the ballot test. It is also and opportunity to spot check any new issues that may have arisen. (10-20 questions)

Tracking Polls: These are conducted near the end of the campaign – frequently using 100-250 surveys each night for a period of nights. They will measure the ballot test and determine if the money being spent on media is working and producing the desired effect. (3-10 questions)

Out of almost 500,000 ballots cast, an effective message made the difference in the Alabama Republican Gubernatorial Primary between Bradley Byrne (137,349), Dr. Robert J. Bentley (123,870) and businessman Tim James (123, 662). Against all odds, our campaign for now-Governor Bentley used polling and an effective message to make the difference.

The job of Ferguson & Associates is to answer these questions via multimedia messaging and branding that is EFFECTIVE, EFFICIENT, AND EMPIRICAL.

Telephone Marketing

Ferguson & Associates provides the following services:

  • Voter & Issue Identification
  • Persuasion
  • Get Out the Vote
  • Endorsement Calls
  • Rapid Response Calls
  • Event Turnout
  • Automated Surveys
  • Patch Through Advocacy
  • Town Hall Teleconferencing
  • Text Messaging

Ferguson & Associates can use our professional voice talent to record automated messages, or you ay record messages any time of the day or night using your phone and a provided access number.

Pricing is based on the number of completed calls – live pick-ups and answering machines or voicemail. Once Ferguson & Associates has the calling list and message recorded, we can have your phone call ready to go in just a few hours of less.

Volunteer Management, Campaign Management, and General Consulting

Ferguson & Associates provides the following services:

  • Fundraising
  • Direct Mail
  • Media Production
  • Media Placement
  • Online Marketing and Technology
  • Promotional Products
  • Polling and Analytics
  • Volunteer Management
  • Telephone Marketing