Winning the Yard Sign Strategy War

At VictoryStore.com, we have printed more than 12 million yard signs since we began helping candidates. I founded the company after defeating an incumbent to win my seat in the legislature. I was 24 at the time. I then went on to serve as the head of the campaign committee and helped enough other candidates to win to propel my party into the majority. I know campaigns and I know that yard signs can play a key role in any victory. Please read on to learn more about how to use yard signs in a way that can make a difference for you. Yard Signs can be an important part of local and legislative elections because they can 1) very quickly raise name identification, 2) create a sense of momentum, 3) protect a candidate against being labeled a "radical," and 4) help create an organizational structure.

Because of these important benefits, candidates should be sure they do yard signs well. When I was preparing for my first State House election, I visited with many people who had previously run – some successfully and others not. One particular candidate told me that when it came to yard signs, I needed to put up about 50 signs across my district. She went on to say that most candidates put up about that many. There were two things that jumped out at me immediately: first, this candidate had lost, therefore, I was skeptical when she said that was all I needed; and second, if most candidates put up 50 signs, then I knew I would definitely be putting up more than that because I intended for my campaign to be much more than what "most people" did. A good rule of thumb is to try and raise about one sign for every 30 registered voters. In some districts that may be too high or too low, but it's a good place to start as you determine your yard sign strategy. But just determining your target goal for yard signs isn't enough, you also have to determine your ratio of large signs to small signs. Large signs are typically 2'x4', 4'x4' or 4'x8'. Small signs should generally be no smaller than 14" x 28" if you want them to be noticed.

Rural districts will need a much larger proportion of large signs to small signs – perhaps a 50/50 ratio; while urban districts will need fewer large signs, but should probably try to have at least 25% of the larger for the busier thoroughfares. Small signs should be reserved for neighborhoods. A standard rule of thumb would be to place large signs on streets where the speed is 30 MPH or faster and small signs in neighborhoods with speeds of 30 MPH or slower.