Velocity Direct, LLC

Political consultants consider direct mail to be one of the most cost-effective ways to communicate targeted messages to swing voters. Imagine the possibilities:

• A letter from a senior group assuring likely voters over 60 that your measure is well-designed and cost-effective.
• A brochure about youth recreational opportunities to two-parent households.
• An endorsement card from a popular Democratic official to likely Democratic voters urging them to vote for your measure on election- day.  Whatever the strategy, use direct mail to send powerful, targeted messages to key voting groups.

Types of Direct Mail
There are several different types of direct mail to consider.

Persuasion mail does just that – persuades targeted voters, through copy and images, to support your measure. These pieces communicate key messages and urge readers to vote for a measure. A letter from an elected official, a postcard highlighting endorsements, a full-color brochure filled with photos of threatened lands – all of this is persuasion mail.
Persuasion mail is also used to increase absentee ballot voting among targeted groups. Typically, an absentee ballot application is combined with a persuasion piece and sent to likely supporters. Absentee ballots are a good way to lock in votes among likely supporting groups early.
Educational mail, as opposed to persuasion mail, informs voters about a measure without asking them to vote “yes.” This can be an important way for public agencies and foundations to educate voters about a measure.

Direct Mail Production
Here are some things to consider when designing and implementing your direct mail program:

• Plan ahead. Map out your pieces – format and content, targeted universe, and production timing — in a direct mail plan early in your campaign.
• Get an accurate list of voters. Lists can be obtained from a list vendor – a private, for-profit company that maintains voter files. These “voter counts,” as they are called, provide voter turnout figures and the number of voters in various categories (seniors, Republicans, women, etc.).
• Concept, copy, and photos should be compelling. Use photos and language that convey the importance of protecting land, providing recreational opportunities, or limiting sprawl, depending on your campaign message. Don’t say too much: communicate important factual information without overloading the voter.
• Velocity Direct. Use a reputable printer & direct mail service (local trade associations are extremely helpful). Consider the value of using union printers and of printing the pieces on recycled paper with soy ink. Outline the scope of the print job: piece specifications, quantity, paper stock, number of colors, turnaround time. Outline the scope of the direct mail job: piece specifications, quantity, drop-date. Request written price quotes.
• Time your pieces carefully. When to drop your mail depends on your campaign strategy and mail budget. If you’re only doing a piece or two, drop as close to election- day as possible. If your direct mail plan includes numerous pieces to different target groups, spread these out over the course of weeks, or even months. Time these pieces to reflect current events whenever possible.

Velocity Direct can help manage your campaign large or small. We have expertise in everything we’ve discussed today. We have vast resources to ensure our relationship takes YOU where you need to go. There’s a reason why Velocity Direct is # 1 when it comes to print & direct mail. Our goal is to help you win the race!  Velocity Direct LLC

Source: tpl.org