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Tony Ruffi, Founder of The Bluejack Group

Tony Ruffi

Founder

The Bluejack Group · Wausau, Wisconsin

Tony Ruffi is the founder of The Bluejack Group, a Wisconsin political marketing team, and the creator of Badger Board, political intelligence software for campaigns. He's been working on campaigns since he was 8 years old, and today his team builds them for candidates at every level, from school board to Congress & the governor's office.

Work with Tony
8,231votes for a first-time school board candidate66%in a newly drawn Assembly district52%to unseat a sitting mayor while outspent
Background

About Tony.

Tony started young. From the time he was 8 years old he was marching in parades, handing out literature & helping put yard signs together, which is about as close to the ground as a campaign gets.

After high school he grew two businesses outside Wisconsin, then became the youngest sales engineer at a billion-dollar company in Indiana. He designed systems for recording studios, live sound, lighting & commercial spaces for musicians & businesses alike, along with a few government projects. At the same time, he was playing guitar in Nashville for an artist from The Voice & America's Got Talent.

After two years in Indiana he came home to Wisconsin and opened The Bluejack Group in 2023. The team hit the ground running in one of the most contested mayoral races in Wisconsin's history, with a first-time candidate, a smaller budget & the odds stacked against the campaign. The challenger won with 52% of the vote, unseating a sitting mayor while being outspent.

More campaigns followed. An Assembly candidate took 66% in a newly drawn district. Yauo Yang, running for the first time, beat three incumbents for school board with 8,231 votes, the most in the race.

Then Tony built Badger Board. Why software? Plenty of campaigns don't have a campaign manager, and some would rather run it themselves. Badger Board is the campaign manager for both, the first of its kind in political intelligence software.

Every sign, video, page & door knock is there to do one job, and it's the same job whether the race is for school board or Congress.

Get known. The rest usually takes care of itself.

Expertise

What Tony works on.

  • Political campaigns
  • Campaign strategy
  • Brand development
  • Video production
  • Campaign websites
  • Email marketing
  • Campaign software
Written by Tony

Articles by Tony.

Red barn with a stone base next to a tall silo on a Wisconsin farmRunning for OfficeHow to Run for Town Board in Wisconsin (2027 Guide)Some Wisconsin towns pick candidates at a caucus, others use papers. Here are the 2027 dates, the forms, the caucus rules and how to campaign on rural roads.Nov 14, 2026 · 11 min readRead the articleA tall stack of folded newspapers on a worn wooden benchCandidate FundamentalsHow to Write a Campaign Press Release in WisconsinA one-page press release can put your campaign in the local paper and on local radio for free. Here is what counts as news, a template to copy and who to send it to in Wisconsin.Nov 13, 2026 · 12 min readRead the articleA house with a snowy front walk and porch steps in winterStrategy & BudgetDoor Knocking vs. Phone Banking in Wisconsin (2027)Doors move more votes per talk, but phones reach people after dark and far away. Here is how a Wisconsin campaign can use both, hour by hour, through a winter spring race.Nov 12, 2026 · 9 min readRead the articleColored sticky notes covering a wallCandidate FundamentalsCampaign Platform in Wisconsin: Pick Your 3 Issues (2027)Your platform is the short list of things you'll work on if you win. Here is how to find three issues voters care about, check that the seat can fix them, and say them plainly.Nov 11, 2026 · 10 min readRead the articleA man writing notes at a desk with a penCampaign BrandingCampaign Bio for Wisconsin Candidates: Write One (2027)A campaign bio is the first thing many voters read about you. Here is how to write one in three lengths, what to leave out, and five blanks to fill in tonight.Nov 10, 2026 · 7 min readRead the articleA person holding a smartphone that shows a social media profileDigital CampaigningFacebook Ads for a Wisconsin Political Campaign (2027)Facebook & Instagram ads can put your name in front of the right voters, but political ads have extra steps. Here is who to reach, what to say, what to spend and how to check results.Nov 9, 2026 · 10 min readRead the articleA man talking on his phone on a city streetStrategy & BudgetAsk for Campaign Donations in Wisconsin: A Guide (2027)Most first-time candidates hate asking for money, and it shows. Here is who to ask first, what to say, how to handle a no and how to say thanks, with a ten-call plan.Nov 8, 2026 · 8 min readRead the articleA person speaking into a microphone on a stageCandidate FundamentalsCampaign Stump Speech in Wisconsin: Write One (2027)A stump speech is the short talk you give again and again. Here are its parts, the right length, how to write it for the ear and how to practice, with a one-page plan.Nov 7, 2026 · 7 min readRead the articleA smartphone mounted on a tripod, set up to record videoVideoFilm a Campaign Video in Wisconsin: Phone vs. Pro (2027)We do not recommend a phone for your main campaign video, because quality is credibility. If budget is tight, here is how to make a phone look as pro as it can, and when to call us first.Nov 6, 2026 · 9 min readRead the articleTwo people shaking hands across a tableStrategy & BudgetCampaign Endorsements in Wisconsin: How to Ask (2027)A trusted name next to yours tells voters who you are before they meet you. Here is who to ask, what to say and how to use every yes.Nov 5, 2026 · 8 min readRead the articleA long white conference table with dark blue chairs in a bright roomCandidate FundamentalsCampaign Manager vs. Political Consultant (Wisconsin 2027)A campaign manager runs the plan from the inside. A consultant advises and does specialist work from the outside. Here is who does what, and how to split the jobs.Nov 3, 2026 · 9 min readRead the articleA microphone on a table at a public meeting with people seated behind itCandidate FundamentalsCandidate Forums in Wisconsin: How to Prepare (2027)A forum is often the only time voters see you next to your opponents. Here is how to learn the rules, shape a short answer and leave the room with names for your list.Nov 3, 2026 · 8 min readRead the articlePaint color sample cards laid out in a rowCampaign BrandingCampaign Colors in Wisconsin: How to Pick Yours (2027)Two or three colors, used the same way everywhere, do more for a local campaign than a fancy logo. Here is how to pick them, test them and keep them steady.Nov 1, 2026 · 8 min readRead the articleAn old wooden ballot box with a blue ballot lying on its slotField NotesFirst-Time Candidate Advice for Wisconsin (2027)Five things we tell every first-time candidate in Wisconsin, from extra signatures to owning your domain name, and why the small stuff wins close races.Oct 31, 2026 · 6 min readRead the articleAn open lined notebook with a fountain pen on it, next to a cup of coffee on a green saucerCandidate FundamentalsJust Decided to Run? Your First Week in Wisconsin (2027)A day-by-day plan for the first seven days after you decide to run in Wisconsin: who to call, what to set up and the dates to count back from.Oct 29, 2026 · 8 min readRead the articleBlack and white photo of a person working at a computer in a bright officeDigital CampaigningCampaign Website Builder: How to Choose in Wisconsin (2027)Who should build your campaign website? Here are your options, who should own the domain name, and the questions to ask before you pay anyone.Oct 29, 2026 · 9 min readRead the articleA blue street mailbox with the words Send someone a love letter stenciled on the frontCampaign BrandingCampaign Mailers in Wisconsin: What to Send & When (2027)Most local races need two to four mailers. Here is what each one should say, when it should land, and how to plan the mail backward from Election Day.Oct 27, 2026 · 8 min readRead the articleA laptop open on a desk beside a notebookDigital CampaigningWisconsin Campaign Fundraising Emails: Examples (2027)Who gets your first fundraising email, what goes in it, a copy-ready example, how often to send and the Wisconsin Ethics Commission basics on gifts and the "Paid for by" line.Oct 26, 2026 · 9 min readRead the articleA wooden gavel and its block on a dark backgroundRunning for OfficeHow to Run for Judge in Wisconsin (2027 Guide)Who can run for circuit judge in Wisconsin, how many signatures you need, the spring 2027 dates, what to file and how to get known when the ballot shows only a name.Oct 26, 2026 · 10 min readRead the articleSausages and burgers cooking on a backyard charcoal grillCandidate FundamentalsCampaign Kickoff Event Ideas for Wisconsin (2027)Six kickoff event ideas for a local Wisconsin race, a step-by-step plan for the day, and what to do in the two days after so the crowd turns into a crew.Oct 24, 2026 · 8 min readRead the articleGroup of people with their hands stacked together in a circleStrategy & BudgetHow to Recruit Campaign Volunteers in Wisconsin (2027)Who to ask first, what to say, the jobs a new helper can do and how to keep volunteers coming back, with the Wisconsin Ethics Commission basics on gifts.Oct 24, 2026 · 9 min readRead the articleA fan of bright printed color swatches in red, pink, blue and yellowCampaign BrandingCampaign Logo Design in Wisconsin: What Works (2027)A good campaign logo is your name, big and plain. Here is what to put in it, how to pick colors and letters, and what to test before the signs get printed.Oct 22, 2026 · 9 min readRead the articleA paper wall calendar showing September, October and November with the 24th of October boxed in redStrategy & BudgetWisconsin Campaign Plan Template for Local Races (2027)A plain, one-page campaign plan for a Wisconsin local race. Find your win number, fill in the blanks, and plan each month from now to the April 2027 election.Oct 22, 2026 · 8 min readRead the articleA calculator on a deskRunning for OfficeWisconsin Campaign Finance for First-Time CandidatesBefore you raise or spend a dollar, a Wisconsin candidate has to register a campaign committee. Here is what that means, when reports are due, and the habits that keep a first race clean.Oct 21, 2026 · 9 min readRead the articleA person using a smartphone at a wooden table next to two coffee cupsDigital CampaigningSocial Media for a Local Wisconsin Campaign (2027)Voters find you on their phones, but doors still win local races. Here is what a Wisconsin candidate should post, how often, and what the law says about labels.Oct 19, 2026 · 9 min readRead the articleA Wisconsin town hall buildingCandidate FundamentalsRun for Office in Wisconsin With No Experience (2027)You don't need a résumé to run for local office in Wisconsin. Here is what a first-time candidate needs, what to skip and what to do first.Oct 18, 2026 · 9 min readRead the articleClose view of a camera lens held in two hands, pointed straight at the viewerCampaign BrandingWisconsin Candidate Headshots: What Works (2027 Guide)Your photo goes on signs, cards and your website. Here are the four shots a race needs, what to wear, where to shoot and who owns the pictures.Oct 17, 2026 · 12 min readRead the articleMan in a black shirt and pink cap holding a smartphone on a lakeside deckDigital CampaigningSEO for Political Candidates: Be Found When Voters GoogleA plain guide to showing up on Google when voters search your name: a quick test, what your campaign site needs, other pages that help and what to skip.Oct 16, 2026 · 9 min readRead the articleCounty courthouse with a light dusting of snow in DecemberRunning for OfficeWisconsin Spring Election 2027: Dates Candidates NeedA plain guide to the 2027 Wisconsin spring election calendar for candidates: when papers go out, when they're due, who can get extra time, and the primary & election dates.Oct 16, 2026 · 9 min readRead the articleStack of old postcards tied together with a blue ribbonCampaign BrandingWisconsin Palm Cards: What to Put on Them (2027 Guide)A palm card is the one thing a voter takes home from your knock. Here's what to put on it, how big to make it, the Wisconsin Paid for by line and where not to hand it out.Oct 14, 2026 · 11 min readRead the articleSign pointing to a polling place along a streetCandidate FundamentalsWisconsin Get Out the Vote Plan for Local CandidatesA plain guide to getting your own supporters to vote in a Wisconsin local race: who to focus on, the dates that matter, early & mail voting, a two-week plan and what the law bars.Oct 14, 2026 · 11 min readRead the articleHand holding a smartphone outdoors in autumnDigital CampaigningWhat to Put on a Wisconsin Campaign Website: ChecklistVoters Google you before they vote. Here's what a Wisconsin campaign website needs on the home page, which pages to build, and what to leave off.Oct 13, 2026 · 10 min readRead the articleA speaker with a microphone talking to a seated audience in a hallCandidate FundamentalsHow to Announce Your Candidacy in Wisconsin: A PlanA plain guide to announcing a run for office in Wisconsin, with what to have ready, who to tell first, what to say in one minute and what to do in the first 72 hours.Oct 13, 2026 · 10 min readRead the articleTwo women talking across a small table with microphones between themStrategy & BudgetHow to Hire a Political Consultant in WisconsinA plain guide to hiring political help for a Wisconsin race, with the questions to ask, what to put in writing and the red flags that mean walk away.Oct 13, 2026 · 8 min readRead the articleA tablet on a stand with a keyboard and headphones on a white deskDigital CampaigningWisconsin Campaign Email List: How to Build OneHow a Wisconsin candidate builds an email list from scratch, with where the first 100 names come from, what to send, how to stay out of spam and what to check first.Oct 12, 2026 · 11 min readRead the articleA front porch with steps, pumpkins and fall leaves beside the doorCandidate FundamentalsDoor Knocking Script for Wisconsin CandidatesA plain door knocking script for Wisconsin candidates, with what to say in 30 seconds, how to answer pushback, what to carry, what to track and the rules to check first.Oct 10, 2026 · 11 min readRead the articleCalculator, pen and a paper planner open on a deskStrategy & BudgetWisconsin Campaign Budget: Where Your Money Should GoHow a Wisconsin candidate can build a campaign budget, what to pay for first, what gets forgotten and what state law says about running money through a campaign committee.Oct 9, 2026 · 10 min readRead the articleCamera monitor showing a man seated at a table in front of an American flag during a video shootVideoCampaign Video Ideas for Wisconsin CandidatesSeven campaign video ideas for Wisconsin candidates, how long each one should run, how to shoot them on a small budget and what the law asks of video ads.Oct 8, 2026 · 10 min readRead the articleVillage hall with a steep gable roof, a wooden balcony and a tall tower under a blue skyRunning for OfficeHow to Run for Village Board in Wisconsin (2027 Guide)Many Wisconsin villages pick candidates at a caucus, not with signatures. Here are the 2027 dates, the papers, the pay rule and what wins a small race.Oct 7, 2026 · 10 min readRead the articleSmiling person holding a black and white bumper sticker that reads Wall Drug of South DakotaCampaign BrandingWisconsin Campaign Slogans: How to Write One That SticksA slogan is a few words that tell voters who you are and what you want. Here's how to write one for a Wisconsin local race, test it, and use it the same way everywhere.Oct 6, 2026 · 9 min readRead the articleCounty courthouse and jail building in Wisconsin on a clear summer dayRunning for OfficeHow to Run for County Board in Wisconsin (2028 Guide)County board seats come up in even years, so the next race is April 2028. Here's who files what, how many names you need, and what wins a small district.Oct 4, 2026 · 9 min readRead the articleWhite folding sign with a flag and the words Vote Here sitting on grass beside a parking lotCandidate FundamentalsWisconsin Yard Sign Rules: Where Campaign Signs Can GoYard signs are the cheapest way to get your name seen, and they come with a few rules. Here's where Wisconsin lets them go, where it doesn't, and how to make them work.Oct 3, 2026 · 10 min readRead the articleLawn sign reading Hugo for Mayor, vote for the underdog, with a golden retriever in a suitCandidate FundamentalsHow to Beat an Incumbent in Wisconsin: Challenger GuideAn incumbent has a head start, a name and often more money. Here's how a Wisconsin challenger finds the gap, gives voters one reason to switch, and wins anyway.Oct 2, 2026 · 8 min readRead the articleBlue campaign sign in front of a rural house at a country road corner, with a small line of print at the bottomRunning for OfficeWisconsin Paid For By Rules for Signs, Mail & AdsEvery Wisconsin campaign sign, mailer and ad needs the right “Paid for by” line. Here's what it says, how big it must be, and what's exempt.Sep 30, 2026 · 6 min readRead the articleQuiet main street lined with stone and brick storefronts in a small Wisconsin townRunning for OfficeHow to Run for Mayor in Wisconsin (2027 Guide)How many signatures a mayor candidate needs by city size, the forms in order, the 2027 dates, and what really moves votes in a race for one seat.Sep 29, 2026 · 9 min readRead the articleWisconsin State Capitol dome rising above a downtown street at duskRunning for OfficeHow to Run for City Council in Wisconsin (2027 Guide)How many signatures your city's size group needs, the forms in order, every 2027 deadline, and what really moves votes in a city council race.Sep 28, 2026 · 9 min readRead the articleOfficial Election Mail envelope with a bar code and a seal-here edgeRunning for OfficeWisconsin Nomination Papers: Signatures, Forms & DeadlinesEvery Wisconsin race needs nomination papers. Here's how many signatures each office needs, which forms go with them, and the one deadline that counts most.Sep 28, 2026 · 9 min readRead the articlePen resting on a signed candidate filing document on a deskRunning for OfficeHow to Run for School Board in Wisconsin (2027 Guide)The paperwork, the signature counts, every 2027 deadline, and the campaign basics that helped a first-time candidate beat three incumbents.Sep 26, 2026 · 9 min readRead the article
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Work with Tony & the team.

A free consultation, no pitch deck. Just a conversation about the election you're in.

Book a free consultationUsually scheduled within a couple of days.