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Mailing to WinELECTION 2014
[Candidate Name]ELECTION 2014
3
How important is mail toyour campaign?
How can you use mail to your best advantage?
In 2010, political mail totaled almost 1.8 Billion mail pieces.
The cost averaged less than 19 cents per piece.
Source: USPS PostalOne Data, 2010
In 2014, political mail will play as BIG of a role.
Mail is BEST at… reaching voters
communicating positions
Nearly ALL mail is viewed
Many voters save Mail to read later…
…or to share with others
Mail is: Targeted Measurable Tangible Powerful Flexible Cost-effective
Voters read mail 80% look at their mail daily
– consider it valuable
42% of 25-34 year olds said they read mail immediately & find it useful
*USPS Household Diary Study 2010**Mail Moment Survey 2012
Reach out to the right person at the right time
with the right message.
What can mail do for you?• Mail can raise funds
• Mail can inform your voters
• Mail can recruit volunteers
Mail can get your vote out!
Hit home with 100% of your electorate!
Influence highly sought-afterswing voters
Customize your messageto appeal to the interests of
different voters
Mail helps you micro-target specific audiences
Women Hispanics Young Voters
Women voters: Make up more than half of the U.S. electorate
Traditionally lead voter participation
Source: U.S. Census Bureau, 2010
Hispanic Voters: Over 21.7 Million eligible voters
Turnout increased in 2004 and 2008
Source: PEW Hispanic Center, 2011
Young Voters: More than doubled their
turnout in the 2008 primaries
46 million eligible to vote in 2014
Source: Rock the Vote
Direct Mailfills gaps
left by other media
TV advertising isless effective today
52% of Americans own DVRs and use them to skip commercials*
TV media becomes more expensive and harder to obtain the closer we get to Election Day
* Source: PEW Internet & American Life Project, 2010
Telemarketing isn’t assmart as it used to be
39.4% of Americansno longer own landlines,
only mobile phones
CDC, National Health Interview Survey, 2013
Often emails don’t ever reach the inbox or get opened
Less than 1% of fans of the 200 biggest brands on Facebook® are actually engaged*
Newspaper subscriptions continue to decline
*Ehrenberg-Bass Institute, 2012
How can you make your Direct Mailmore powerful?
Tell your story in an engaging way Combine imagery with an impactful story Integrate your campaign’s digital efforts
with mail Use unusual sizes or formats that get
attention
7 rules of
successfulDirect Mail
Let your
visuals domost of
the talking
1
Create a
“scannable”Mail piece
2
Keep it
simple
3
Make sure the
layout flows
4
Ensure it is
relevant
5
Add footnotes for
credibility
6
Time the mailing for
best response
7
Image
When
Direct Mailand technology
work together,they both work harder to
connect with voters
Case Study
Image
Rock the Vote combined
Direct Mail and text messagesto remind young voters about registration
deadlines and Election Day voting
Source: Rock the Vote
Results: 200,000 Direct Mail
respondersopted in for text message reminders
Source: Rock the Vote
Results:300,000+ text message
reminderswere sent
Source: Rock the Vote
Results:
Source: Rock the Vote
Results:4% point lift
in Election Day turnout
Source: Rock the Vote
Personalized URLs (PURLs)Usps.com/SusieSamplepage
A URL that can be personalized for each user of a website
Personalized URLs (PURLs)Usps.com/SusieSamplepage
Create a mail-to-web omni-channel campaign
Work for voters with or without smartphones
Use to track and gather data about your voters
QR Code®
A QR Code® is a2-dimensional bar codethat can be scanned with a smartphone or tablet
QR Code is a registered trademark of Denso Wave Incorporated.
A QR Code® turns interest into action
Provides quick access to your website or TV spot
Much less expensive than broadcast media
26% of American adults use their cell phones to learn about or participate in the 2010 election
Source: PEW Internet & American Life Project, 2012
Snap Tags™
Snap Tags™ • SnapTags™ are custom-designed and
illustrated
• They can feature a logo or an image
• Emerging technologies can help you create more dynamic and effective Direct Mail
Augmented Reality
Augmented Reality Augmented Reality lets a consumer interact with
information in the surrounding real world
Point a mobile device’s camera at a mailing, to show voters your vision of the future
Great way to extend the use and impact of your mail piece
mailPOW™
mailPOW™ mailPOW™ produces Direct Mail with a
voice chip
Communicate your message in your candidate’s own voice
With
Every Door Direct Mail®
you can:
Reachevery home,
every address,every time
With
Every Door Direct Mail®
you can:
Find the
voters that matter most
With
Every Door Direct Mail®
you can:
Canvass neighborhoodswith your message
Every Door Direct Mail®
You don’t need names or addresses
You pay a low per-piece postage cost
Ideal for local elections and candidates
Richard Thomas won a local election in a landslide with:
72% of the popular vote He won 79% of the election districts that were
targeted with Every Door Direction Mail®
Direct Mail allowed Thomas to communicate with more people at one time
He dominated the mail and spent only $2.49 per voter
First-Class Mail® is perfect for: Personalized letters or fund-raising invitations Giving your communications a special and
personal touch. 2nd Ounce Free: Add
additional materials without paying an additional cost
Sometimes postcards are just the right
format
• Postcards are the simplest, most cost-effective format
• They come in various sizes to break through the clutter
• Your message is not hidden by an envelope• Perfect for building awareness and name
recognition• Or a quick way to remind voters about
Election Day