Theme, story, and calls-to-action are essential when creating a political direct mail campaign that resonates with local voters.
A political direct mail campaign is one of the most effective ways for candidates to mobilize voters. According to the United States Postal Service, more than 2 billion pieces of political mail were sent during the 2012 election cycle. This statistic reveals the incredible popularity of direct mail during election season, but it also emphasizes just how crucial the three key elements of political direct mail marketing are for your campaign. Leverage theme, story, and calls-to-action to help your campaign stand out from the other brochures and pamphlets that appear in local mailboxes during election years.
Theme
Before you can begin political direct mail marketing, you must have an established campaign theme. The theme is the central message around which all of your marketing revolves. Your theme does not necessarily have to be clever, but it does need to be concise and easy to understand. With these two deciding factors in mind, make sure that you stay true to your chosen theme by asking the following questions:
- What are the main issues at the heart of the election?
- What is an established campaign slogan that speaks to local voters?
- What is the primary goal of your campaign?
Story
Far too often, political direct mail campaigns focus solely on the issues. This approach fails to include enough information about the candidate, and it fails to resonate strongly with constituents. People want to hear a story that they can share with their neighbors, friends, family, and colleagues.
Crafting a story not only strengthens the political direct mail campaign, but it also makes you relatable. Supporter testimonials, casual language, and an emphasis on including voters in the campaign story are solid starting points. As you begin to craft the story for your political direct mail campaign, make sure to stay within the boundaries of your chosen theme by asking the following questions:
- Are you a life-long resident of the area?
- What stories of community or civic involvement will resonate with local voters?
- How can supporters become a part of your story?
Calls-to-Action
It is no secret that a powerful call-to-action, or CTA, is essential for political direct mail marketing. However, what many candidates fail to remember is that most audiences skim content, which means that your marketing materials need to have more than one CTA. Your CTAs should give your recipients the opportunity to follow through in a specific way once they have received your direct mail. Crafting the perfect CTA will require you to decide if you want people to:
- Call the political campaign office
- Visit your website
- Spread the word
- Attend a local political event
- Vote for you
Conclusion
Theme, story, and calls-to-action are foundational building blocks of a powerful political direct mail campaign. Recruit the help of both a professional graphic designer and established printing company to turn these elements into a physical piece of mail. This will ensure your strong political message is conveyed through equally eye-catching designs and materials.
If your campaign is ready to mobilize voters through political direct mail marketing, contact Arkansas Graphics today at 501-263-2649 to get an estimate for your project.
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