Mailing to Win ELECTION 2014

[Candidate Name] ELECTION 2014

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How important is mail to your 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 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-after swing voters Customize your message to 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 Mail fills gaps left by other media

TV advertising is less 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 as smart as it used to be 39.4% of Americans no longer own landlines, only mobile phones CDC, National Health Interview Survey, 2013

Often s 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 Mail more 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 successful Direct Mail

Let your visuals do most 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 Mail and technology work together, they both work harder to connect with voters

Case Study Image

Rock the Vote combined Direct Mail and text messages to remind young voters about registration deadlines and Election Day voting Source: Rock the Vote

Results: 200,000 Direct Mail responders opted in for text message reminders Source: Rock the Vote

Results: 300,000+ text message reminders were 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 a 2-dimensional bar code that 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™

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 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™ produces Direct Mail with a voice chip  Communicate your message in your candidate’s own voice

With Every Door Direct Mail ® you can: Reach every 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 neighborhoods with 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.  2 nd 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