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CAMPAIGN MARKETING
Direct Mail & Printed Materials
Marcus SanfordJune 22, 2015
Agenda
• Purpose & Introduction
• Direct Mail
• Other Printed Materials
• Q&A / Open Discussion
Candidate Training Summer 2015
Purpose: Why Are We Here?
• Provide a high level overview of direct mail and printed materials for political campaigns
• Cover sourcing, pricing, timing and logistics
• Provide enough information so that candidates and staff can get an idea of how these pieces fit into your campaign
Candidate Training Summer 2015
Marcus Sanford
• Managing Partner,Sanford Advocacy Marketing
• 125+ campaigns, working in politics since 2001
• State Senate, House/Assembly, Countywide, Judicial, City Council, Bonds & Proposals
• Located in Howard, Wisconsin
• Specialties: direct mail, online marketing
Candidate Training Summer 2015
DIRECT MAIL
Is Direct Mail Still Relevant? YES!
• Delivers a specific message to a highly targeted audience
• Cost effective
• Can function as a primary voter contact channel or supplement to television advertising & digital
• Not all campaigns go on TV
• Direct Mail Works!
Candidate Training Summer 2015
“An Unlikely Survivor in the Digital Age”- Politico
“Direct Mail Still a Force in Campaigns”- The Washington Post
“$230 Million Raised From Direct Mail”- Obama 2012 Campaign
“The Secret Weapon of Modern Political Campaigns”- Slate
Candidate Training Summer 2015
A Great Printer Will:
• Know their business; catch issues before they turn into costly mistakes
• Have good relationships with key players like the area postmaster
• Deliver what you ask for when they say they will
Candidate Training Summer 2015
Direct Mail Targeting
• ALWAYS target your audience first.
• Building your targets• Demographics
• Voting history
• Issue and Campaign IDs
• Microtargeting (combination of factors)
Candidate Training Summer 2015
Design Your Direct Mail for Three Audiences
• “Throw-Away”: they will see your piece for 3-4 seconds on the way to the trash.• Headlines, imagery, color, calls to action
• “Skimmers”: glance at your piece for 8-10 seconds• Subheads, highlighted text, call-out blocks, quotes
• “In-Depth Readers”: spend up to a few minutes• All content including body copy
• Lastly, all direct mail should represent the local environment. No cookie cutter design!
Candidate Training Summer 2015
Direct Mail Timing
• Time to mail varies throughout the election cycle. Always make sure your consultant checks with the printer for current turn-around time.
• Printing and mail prep time could be as short as 48 hours in the heart of election season, or take a week or more depending on the number of shifts working and other factors.
• Pre-sort first class mail delivers in 1-3 days, Pre-sort standard mail can take up to 9 days.
Candidate Training Summer 2015
Estimating Direct Mail Costs
• Design fees: “don’t try this at home” – files need to be prepared correctly for printing with the right software and set up to meet postal guidelines
• Printing & Mail Prep: variable based on volumes printed, list size, whether printing one piece or multiple at a time
• Postage: many variables depending on list quality, postage type, other factors
Candidate Training Summer 2015
Example Direct Mail Prices
• 9x12 Postcard, full color on both sides, with all costs (design, mail prep, postage, sales tax)
Candidate Training Summer 2015
Quantity Cost Per Piece
5,000 $0.80
10,000 $0.65
25,000 $0.55
PRINTED MATERIALS
Leaflets, Flyers, Push Cards and More
Other Printed Materials to Consider
• Leaflets/Flyers• Several versions for primary and general elections:
• Standard• Early Voting• Election Day
• Postcards or flyers around fundraisers, other events
• Club & meeting sheets
• Push cards
• Door hangers
• Supporter postcards
• Letterhead, envelopes
Candidate Training Summer 2015
Tips to Save Money With Your Printing Costs
• Plan ahead so you can mail early enough to take advantage of pre-sort standard rate postage, not first class
• “Gang” pieces together: printing 1-4 direct mail or other print pieces at the same time can lower the overall costs
• Take care with targeting to avoid sending unnecessary pieces
• Use a printer and designer who help you avoid mistakes and reprints
• Use your “overs” (over printed direct mail) as handouts
Candidate Training Summer 2015
Q&A, Open Discussion
• Questions?
• Where to learn more:• Wellstone Action
• The Campaign Workshop
• Sanford Advocacy Marketing blog
Candidate Training Summer 2015