®
Direct Mail In Your
Campaign Strategy
CAMPAIGN 2016
USPS®
 
The Goal –
Win the Race
USPS®
 
CONNECT
Political Direct Mail
Influences The Opinions &
Actions Of Voters
USPS®
 
Campaign Needs
USPS®
 
Campaign Communication Options
• Broadcast TV
• Cable
• Canvassing
• Direct Mail
• Email
• Mobile
• Newspapers
•...
USPS®
 
Technology has empowered consumers and voters to choose
what advertising they see… Mail is the only remaining
ad...
USPS®
 
Where Does Mail Work?
Fundraising
Voter Education
Voter Persuasion
Define/Attack Opponent
Voter Mobilizatio...
USPS®
 
Why Does Mail Work?
• Targetable – Deliver the right
message to the right voter
• Influential – Deliver your
mes...
USPS®
 
Channel Characteristics
CHANNEL PROS CONS
Cable/TV Wide reach, same message Expensive, increase in ad skipping, ...
USPS®
 
How Direct Mail Can Help Fill Media
Gaps
 TV/Cable ad skipping – Use mail to canvass the audience
you want to r...
USPS®
 
Targeted Mail = Relevancy
Gender
Age
Geography
Ethnicity
Issues/Concerns
Interests (i.e. veterans, faith, ...
USPS®
 
Mail is Multichannel
USPS®
 
How Mail Can Drive Digital Engagement
Donate
Volunteer
Ballot
Social Post
USPS®
 
Where Mail Can Lead
Mail can launch into digital content (campaign
videos, commercials, testimonials)
Mail can...
USPS®
 
Appointment Mail
Mail + Mobile = Multiple Engagements
• Print to Mobile campaign mailer
sent to target audience
...
USPS®
 
USPS Consultative Support:
Direct Mail in Your Multichannel Strategy
 Database hygiene – address quality proces...
USPS®
 
Direct Mail Is Essential For Winning
• Mail can reach into every
home
• Mail can support other
campaign channels...
USPS®
 
Recommendations
Insert your list of recommendations & next
steps
USPS®
 
Thank You
Peter Hatzikyriakos
United States Postal Service
1000 Westchester Avenue, ste. 9201
White Plains, N.Y....
of 19

Political - Direct Mail In Your Campaign Strategy

Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - Political - Direct Mail In Your Campaign Strategy

  • 1. ® Direct Mail In Your Campaign Strategy CAMPAIGN 2016
  • 2. USPS®   The Goal – Win the Race
  • 3. USPS®   CONNECT Political Direct Mail Influences The Opinions & Actions Of Voters
  • 4. USPS®   Campaign Needs
  • 5. USPS®   Campaign Communication Options • Broadcast TV • Cable • Canvassing • Direct Mail • Email • Mobile • Newspapers • Online Search & Ads • Phone Banks • Radio • Social Media
  • 6. USPS®   Technology has empowered consumers and voters to choose what advertising they see… Mail is the only remaining advertising medium that can reach every targeted voter. And not only is technology powerless to block access to your mailbox, advanced analytical database tools have made it much easier to deliver mail to exactly the voters you need. Hal Malchow Award-winning political strategist & voter targeting pioneer 2014
  • 7. USPS®   Where Does Mail Work? Fundraising Voter Education Voter Persuasion Define/Attack Opponent Voter Mobilization GOTV Brand Extension
  • 8. USPS®   Why Does Mail Work? • Targetable – Deliver the right message to the right voter • Influential – Deliver your message into voters homes and ask for their support • Flexible – Variable print lets you tailor messages by audience & campaign stage. Print to mobile technologies let you use mail to take voters to your other channels & content • Tangible – Give voters something to keep & refer back to • Measurable – Monitor voter action to measure results & influence • Economical – Strategic communications to likely voters is an effective use of campaign dollars. No other channel can guarantee delivery into every home.
  • 9. USPS®   Channel Characteristics CHANNEL PROS CONS Cable/TV Wide reach, same message Expensive, increase in ad skipping, harder to buy time near election day Canvassing Direct connection with voters Labor intensive, relies on volunteers Direct Mail Delivery into every home, integrates with other channels, targetable Longer lead time, database errors can result in undeliverable mail Email Low cost, quick execution, targetable Spam, delete, opt outs, deliverability Mobile Accessibility, video compatibility, low cost, immediacy Intrusive, screen size limitations Newspapers Tangible, convenient, less intrusive Declining readership, short lifespan, ad clutter Online Speed, measureable, targetable, variety and control of placement Competition drives cost; banner blindness, tune out factor Phone banks Direct engagement with voters, instant feedback Requires firm or volunteers, invasive, decline in landlines, ignore factor Radio Mass messaging, economical Message limited by time, not tangible Social Media Increased brand recognition, potential reach, targeting is improving Can lose control of message, likes do not equal engaged
  • 10. USPS®   How Direct Mail Can Help Fill Media Gaps  TV/Cable ad skipping – Use mail to canvass the audience you want to reach  Online banner blindness – Use mail to direct and connect voters to campaign website and information  Low engagement of social media – Use mail to inform and to promote social media participation  Email opt outs – Use mail to reach the donors/volunteers/voters who’ve opted out of emails  Mobile – Use print to mobile technologies to connect voters directly to digital assets
  • 11. USPS®   Targeted Mail = Relevancy Gender Age Geography Ethnicity Issues/Concerns Interests (i.e. veterans, faith, business owners, etc.)
  • 12. USPS®   Mail is Multichannel
  • 13. USPS®   How Mail Can Drive Digital Engagement Donate Volunteer Ballot Social Post
  • 14. USPS®   Where Mail Can Lead Mail can launch into digital content (campaign videos, commercials, testimonials) Mail can link to click to call (donations, volunteering) Mail can link to online experience (campaign webpage, volunteer form, donation site) Mail can link to social media (drive likes, viral activity)
  • 15. USPS®   Appointment Mail Mail + Mobile = Multiple Engagements • Print to Mobile campaign mailer sent to target audience (voters/donors/volunteers) • Audience retains mailer to access updated content via mobile • Changing backend experience helps drive ongoing engagement with candidate or issue • Share campaign insight, encourage involvement, feature interviews, behind the scenes footage, voter testimonials, etc. • Extends use of existing digital resources
  • 16. USPS®   USPS Consultative Support: Direct Mail in Your Multichannel Strategy  Database hygiene – address quality processes to maximize deliverability  Targeting & personalization to increase message relevancy & response  Integration with other channels for message lift, to connect with voters and to expand the functionality and life of campaign mailers  Mailpiece formats to increase voter engagement & stay within budget  Entry/Processing to streamline through USPS system
  • 17. USPS®   Direct Mail Is Essential For Winning • Mail can reach into every home • Mail can support other campaign channels • Mail can target specific voter segments • Mail helps drive & expand your digital efforts • Mail helps you share your vision
  • 18. USPS®   Recommendations Insert your list of recommendations & next steps
  • 19. USPS®   Thank You Peter Hatzikyriakos United States Postal Service 1000 Westchester Avenue, ste. 9201 White Plains, N.Y. 10610 (914)697-5432 peter.p.hatzikyriakos@usps.gov 19

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