We’ve been in the people business for quite some time.
Over 20 years, in fact, and our team of national and state strategists boasts over 125 years of collective experience delivering the right message to the right people at the right time.
It’s all about people and understanding who to talk to, where to find them, and the best way to deliver the message.
Direct mail remains one of those ways – it’s trusted, remembered, and one of the most targetable mediums.
In today’s #MeetMajority, we turned to our team of strategists to dig deeper into mail budgets and planning to give you a better idea of what goes into a successful print advertising campaign, from start to finish.
Fine Tune Your Budget
“For larger races, it’s important to separate universes by media markets. In places where TV is expensive, go heavier with mail.”
– Chris Faulkner, Senior National Strategist
“Just one mail piece is not going to get the attention of the people you need to accomplish your goal. I always suggest clients contact their target audience as many times as possible. Whether you’re selling yourself as a candidate or selling a service or product, frequency is essential to getting the attention of your customer base.”
– Patrick Sebastian, State Strategist
Divide & Conquer
“Split drop dates for absentee and early voters and Election Day voters in states with large volumes of absentee and early voting.”
– Randy Kammerdiener, President and Senior National Strategist
“Work backwards from the day you want a piece in hand in a mailbox and give yourself cushions in case something goes wrong.”
– Brett Buerck, Chief Executive Officer
Mix It Up
“At the local level in particular, it is important to use different sizes, layouts, and designs. Many smaller, local level campaigns make the mistake of only including 5.5×11 postcards in their mail plans, but different sizes that allow for a variety of layouts really help your mail standout.”
– Josh Kivett, National Strategist
Aim to Win
“Good photography is the key to good mail. Mail in your voter contact plan is usually a significant portion of the budget. Doing it right can make the difference between winning and losing. You’ll need a variety of shots, and be sure to take the time to get local landmarks that people will recognize.”
– Jason McBride, Senior National Strategist
Don’t miss out on our photography guides! Parts 1 and 2 are available to download here.
Have a question for our strategists? Reach out to us here.
Learn More About the Value of Mail:
A Look Back: Our Favorite Mail Pieces from 2016
Pinching Pennies: Learn How to Save on Postage
#MailMatter: The Architecture of Ma