According to Randy Herrold’s announcement release, his campaign carries the theme, "Does Conway Matter to You?"

In a statement, Herrold said: 

"Overspending and under budgeting have been a major strain on the fiscal wellbeing of this great city. On top of that, many of the federal grants that the city has been relying on may no longer be available to cover the current rate of spending.

"This means that for the City of Conway to prosper, a person with an appropriate business background would be critical to returning the city to sound fiscal management without increasing taxes. That is why I am offering to serve my fellow citizens.

"Conway’s operational budget has exploded over the last 10 years, primarily funded by you, the taxpayer. I will commit to cost effective improvements in city operations, discretionary overhead, and to roll back the last tax increase. Tax increases are harmful to our economy and cost people much needed employment.

"My experience in being responsible for multimillion dollar budgets with large organizations will provide me with the necessary skills to handle the budget shortfalls currently plaguing this administration.

"Asking the taxpayer for a larger general fund just continues the standard of poor management strategies. I will focus on keeping the promises made to the police and fire departments and to transparency in the budget process."

Herrold attended Hendrix College and the University of Central Arkansas. His family returned to the area after traveling with a large company for 11 years. 

Herrold has one child in Conway schools and one graduate who has chosen to attend UCA.