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

Candidate Training Summer 2015

Candidate Training Summer 2015

Candidate Training Summer 2015

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