​If the medium is the message than Boston mayoral candidate Felix Arroyo is telling voters that he thinks outside the box.

Earlier this week, as I hustled to catch a train to work, I mindlessly grabbed what I thought was a Metro Boston from a man handing out papers to commuters at Green Street station in Jamaica Plain. For a quick second I thought, ‘That’s odd, I’ve never seen a Metro employee handing out papers at this station before.’ I soon realized that the broadsheet in my hand was no Metro, but in fact a cleverly designed piece of campaign literature that resembled the free daily newspaper that aims to give city dwellers the news on their morning commute.

While other candidates are vying for inches in the Globe and Herald, positive fodder on Twitter or airtime on TV, Arroyo’s campaign more or less duped me and probably hundreds of other commuters into reading his content by imitating the style and distribution tactics of a commonly known medium. I thought it was an innovative tactic that will serve him well in this crowded field of candidates.

Finding new channels to push content through is what marketing and communications is all about these days, and with more messages flooding the media, it’s vital for candidates to find new ways to get their message out. There will always be lawn signs and bumper stickers, and Facebook, Twitter and Instagram have added digital channels to the mix. I’m eager to see what other creative content marketing tactics the candidates utilize in the next few months in an effort to make their message a bit more memorable.

By Kate Plourd, Senior Account Executive