Mailing to WinELECTION 2014

[Candidate Name]ELECTION 2014

3

How important is mail toyour 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 25-34 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-afterswing voters

Customize your messageto 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 Mailfills gaps

left by other media

TV advertising isless 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 assmart as it used to be

39.4% of Americansno longer own landlines,

only mobile phones

CDC, National Health Interview Survey, 2013

Often emails 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 Mailmore 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

successfulDirect Mail

Let your

visuals domost 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 Mailand technology

work together,they both work harder to

connect with voters

Case Study

Image

Rock the Vote combined

Direct Mail and text messagesto remind young voters about registration

deadlines and Election Day voting

Source: Rock the Vote

Results: 200,000 Direct Mail

respondersopted in for text message reminders

Source: Rock the Vote

Results:300,000+ text message

reminderswere 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 a2-dimensional bar codethat 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™

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 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™ mailPOW™ produces Direct Mail with a

voice chip

Communicate your message in your candidate’s own voice

With

Every Door Direct Mail®

you can:

Reachevery 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 neighborhoodswith 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. 2nd 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