Social Media Marketing for Political Office in small town?

Hey guys,

I am currently doing some work for a friend who is running for Probate Judge in a small, rural area. Many know him, and personally, I think he's a "shoe-in," but, I have been wrong before (9 years, 3 months, and 4 days - I AM due, after all.)

Anyway, part of my job description for the next few months is to help him, well, WIN, or at least, promote him with any and all means possible.

First of all, because church is such a background - we are doing a mail campaign to all of the local churches, not so much for that vote (well, not at all for the vote - because Pastors cannot point out to one candidate over another,) but to mostly get the word out. My friend really and truly has the interest of this county at heart - and whether it's through his administration or his opponent's, he wants to get the community leaders behind the changes that will invariably need to be brought up. (However, if it's my friend, and not the opponent, that will make all of us happier, too.)

My friend has over 3,000 friends on his FB, but does very little with it, with the exception of wishing everyone a Happy Birthday daily. He does have a Fan Page for his Political Office run, but, we decided to not go very heavy or viral with it yet, because the election is not until November.

What are some things you all would (online/offline and NON-annoying (we don't want to do phone calls)) do to help us get his name out and help him get elected? Most in this area know him, because he really is a strong member of the community - very active in civic and social events.

Thanks.

Jeremy