The Direct Mail Winner's Book

THE DIRECT MAIL WINNER'S BOOK

1 YOU KNOW WHAT IT TAKES TO WIN.

It takes crunching polling numbers and scrutinizing focus The Winner’s Book is off ered in association with the groups. It takes seven coff ees a day and take-out pizza seven American Association of Political Consultants (AAPC). nights a week. It takes getting out the vote and – ultimately – This resource illustrates the new tools, technologies and delivering the win. strategies that can maximize your direct mail impact – including an awarding-winning direct mail case study Those long days and late nights are the staples of any from the 2017 AAPC Pollie Awards, expert perspectives campaign. But it’s the conviction, perseverance and strategy from AAPC members, and new Postal Service™ tools. that defi nes the winning ones. A special thanks to the AAPC member political consultants A campaign can be more eff ective if it is shareable. And who provided perspectives, based on qualitative and today, there have never been more ways to bring your story quantitative research conducted in 2017. As part of this ® to each and every voter. At the United States Postal Service , anonymous survey in 2017, 249 AAPC members provided we recognize that direct mail is a critical component of your feedback on the best practices and trends of political campaign’s messaging strategy. And it’s precisely why we built campaigning. These are the “expert perspectives” seen the Winner’s Book. throughout the Winner’s Book.1

2 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 3 YOU KNOW WHAT IT TAKES TO WIN.

2 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 3 AAPC POLLIE AWARD WINNER WHY IT WORKED BEST IN CLASS THE CHALLENGE: Piece: No to 25-Member Council City government faced criticism Consultant: Bergmann Zwerdling Direct for a method of government – at- large council elections – that would Race: “Vote No” City Ballot Initiative in FOR USE OF NEGATIVE leave pockets of the city feeling Columbus, Ohio underrepresented. In this campaign, we Result: The “Vote No” measure received 72% represented the ‘No’ vote on a special OR CONTRAST of the vote, defeating the ballot initiative. election to carve Columbus into wards.” –Achim Bergmann, Bergmann Zwerdling Direct

One Columbus Vote No on Issue 1 P.O. Box 2045 Columbus, OH 43216

ONE-16S-515

Issue 1 will make you pay $80,000 per year SPURRED VOTER CONVERSATIONS: DO YOU WANT TO PAY FOR A 25-MEMBER CITYfor COUNCIL? up to 25 part-time city politicians This piece provoked a strong reaction. It was the topic of conversation across the city, and was highlighted in media coverage of the special election. The tracking poll the campaign ran

Issue 1 will create a City Council of up to 25 members. That’s 18 more city politicians. Each would earn $80,000 per year in taxpayer-funded salary for a part-time job, and the Council would after three pieces of mail and before become mired in partisan bickering like Detroit or Chicago.

Issue 1 would also create a system of unelected and unaccountable bureaucrats and political cronies who would carve up the city into districts, and they're asking voters to support the measure launching TV showed more than 20 without even knowing what the district lines would be.

Columbus gets stronger when we invest in education, jobs, and public safety. Not more politicians. points in net movement against the July 10, 2016 OneColumb.us “VOTE NO ON ISSUE 1” Special Election on Tuesday, August 2 ballot measure.”

ONE Columbus 16S-02 8.5x11 Cuff Links PR.indd 1 Columbus7/12/16 3:00 PMdoesn’t need a 25-member city council. Vote NO on Issue 1. it's a risk we can't afford. –Achim Bergmann, Bergmann Zwerdling Direct ONE Columbus 16S-02 8.5x11 Cuff Links PR.indd 2 7/12/16 3:03 PM

4 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 5 AAPC POLLIE AWARD WINNER WHY IT WORKED BEST IN CLASS THE CHALLENGE: Piece: No to 25-Member Council City government faced criticism Consultant: Bergmann Zwerdling Direct for a method of government – at- large council elections – that would Race: “Vote No” City Ballot Initiative in FOR USE OF NEGATIVE leave pockets of the city feeling Columbus, Ohio underrepresented. In this campaign, we Result: The “Vote No” measure received 72% represented the ‘No’ vote on a special OR CONTRAST of the vote, defeating the ballot initiative. election to carve Columbus into wards.” –Achim Bergmann, Bergmann Zwerdling Direct

One Columbus Vote No on Issue 1 P.O. Box 2045 Columbus, OH 43216

ONE-16S-515

4 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 5 Gen X’ers and Baby Boomers prefer mail Political mail grabs the attention of over online ads to help them make their Gen X’ers and Baby Boomers as soon as When you know the day the mail voting decisions.2 they open their mailboxes.3 is hitting doors (or that week), you 1 VOTER PERSPECTIVE EXPERT PERSPECTIVE send corresponding [digital] ads 66% Gen X’ers Find TV ads 78% to reach the same people around very/somewhat helpful: 57% Baby Boomers of Gen X’ers and Baby Boomers the same time. [This] doubles the

Find direct mail 61% Gen X’ers potential effectiveness of the ad.” very/somewhat helpful: 54% Baby Boomers READ POLITICAL MAIL GEN X’ERS AND – AND A MAJORITY COMBINE MAIL Find online ads 56% Gen X’ers very/somewhat helpful: READ IT IMMEDIATELY BABY BOOMERS 41% Baby Boomers AND DIGITAL Find emails 53% Gen X’ers very/somewhat helpful: PREFER MAIL 43% Baby Boomers TO REINFORCE When reading political mail, Gen X’ers and Baby Boomers both want to know most about OVER ONLINE ADS dates for voter registration and the candidate’s position on the issues.2 THE CAMPAIGN 76% 68% 76% 78% MESSAGE OF GENERATION X OF BABY BOOMERS OF GENERATION X OF BABY BOOMERS

Want to know about dates for Want to know about the candidate’s voter registration position on the issues

6 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 7 Gen X’ers and Baby Boomers prefer mail Political mail grabs the attention of over online ads to help them make their Gen X’ers and Baby Boomers as soon as When you know the day the mail voting decisions.2 they open their mailboxes.3 is hitting doors (or that week), you 1 VOTER PERSPECTIVE EXPERT PERSPECTIVE send corresponding [digital] ads 66% Gen X’ers Find TV ads 78% to reach the same people around very/somewhat helpful: 57% Baby Boomers of Gen X’ers and Baby Boomers the same time. [This] doubles the

6 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 7 Millennials view mail as a familiar and Millennials put political mail and comfortable way to receive political digital ads on equal footing to help information.4 make voting decisions.2 VOTER PERSPECTIVE EXPERT PERSPECTIVE 1 67% fi nd TV ads very/somewhat 71% helpful We use [canvassing and mail] WANT TO REACH COMBINE MAIL together frequently by OF MILLENNIALS pre-mailing the voters on AGREE our walk lists information on MILLENNIALS? 62% AND CANVASSING a candidate and their issues fi nd direct mail a week or so before we start very/somewhat helpful canvassing. Then we make sure DIRECT MAIL TO GET OUT to reference the mail piece to For Millennials, direct mail prompts the voter when we connect digital action.4 with them face to face.” WORKS 66% 62% THE VOTE fi nd online ads very/somewhat Of Millennials are likely to search helpful for information about a candidate online after receiving direct mail 63% 59% fi nd emails Of Millennials are likely to search very/somewhat for information about the opponent helpful online after receiving direct mail

8 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 9 Millennials view mail as a familiar and Millennials put political mail and comfortable way to receive political digital ads on equal footing to help information.4 make voting decisions.2 VOTER PERSPECTIVE EXPERT PERSPECTIVE 1 67% fi nd TV ads very/somewhat 71% helpful We use [canvassing and mail] WANT TO REACH COMBINE MAIL together frequently by OF MILLENNIALS pre-mailing the voters on AGREE our walk lists information on MILLENNIALS? 62% AND CANVASSING a candidate and their issues fi nd direct mail a week or so before we start very/somewhat helpful canvassing. Then we make sure DIRECT MAIL TO GET OUT to reference the mail piece to For Millennials, direct mail prompts the voter when we connect digital action.4 with them face to face.” WORKS 66% 62% THE VOTE fi nd online ads very/somewhat Of Millennials are likely to search helpful for information about a candidate online after receiving direct mail 63% 59% fi nd emails Of Millennials are likely to search very/somewhat for information about the opponent helpful online after receiving direct mail

8 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 9 Swing Voters rate political mail as most A majority of Swing Voters read mail helpful in making their voting decision.2 immediately.2

Rank political mail as very/somewhat helpful in VOTER PERSPECTIVE informing their voting decision: EXPERT PERSPECTIVE 1 58% We’ve used television to 54% highlight our positive message Rank TV ads as very/somewhat helpful: OF SWING VOTERS 55% 24% and then reinforced that SAY THEY READ message with a photo from of Swing POLITICAL MAIL Rank online ads as very/somewhat helpful: Voters say they the TV spot. Then [we used] MAIL DRIVES would save IMMEDIATELY. ALIGN MAIL AND 48% political mail a strong contrast message on to read later the reverse side to specific Rank emails as very/somewhat helpful: voters who are subsets of the VOTING 46% TV FOR MAXIMUM TV audience. [This] gives us the ability to leverage the power DECISIONS IN Swing Voters are uncertain about absentee Non-college-educated voters, a key of TV while driving a negative and early voting ballot deadlines. This is a swing vote in the 2016 election, have IMPACT message to undecided voters.” great opportunity for mail.2 room in their mailboxes.5 SWING VOTERS Non-college-educated 84% voters receive an of Swing Voters average of: If TV is on in advance of are uncertain pieces of mail and has a coordinated of the last date advertising to apply for an 12 mail per week message, it’s more likely to absentee ballot be read.” 75% of Swing Voters are uncertain of the earliest date to vote early

10 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 11 Swing Voters rate political mail as most A majority of Swing Voters read mail helpful in making their voting decision.2 immediately.2

10 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 11 MISTAKES INCLUDE: AVOID:

They don't do mail, they rely on Attempting “too many EXPERT PERSPECTIVE 1 just social media or other new X messages delivered on media. Old school ground and one page.” pound elections work. That includes mail - lots of it.” Being “too complicated X BE///////////////////// DIRECTUSPS® INNOVATIONS ///////////////////// or too creative for the AVOID COMMON Not enough targeting and not sake of being creative. SHARE MAIL® mailing enough times to get Keep it simple.” the message through the clutter. A good mail campaign should mail X Sending “too much mail INFORMED DELIVERY® MAIL MISTAKES early, between 12 to 15 pieces.” to broad audiences, target instead. [Don’t Not enough segmenting of mail use] too many words.” plans to appeal to the individual. Design and develop programs speciﬁ c to the targeted voter – don’t lump everyone together.”

Remember to mail early and appeal to the individual voter. And don’t forget to keep it simple, focused and targeted.

12 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 13 MISTAKES INCLUDE: AVOID:

Remember to mail early and appeal to the individual voter. And don’t forget to keep it simple, focused and targeted.

12 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 13

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/////////////////// INNOVATIONS /////////////////// INNOVATIONS

SHARE MAIL® INFORMED DELIVERY ® 1701 IMLOH 7BseedC13 IMLOH 1701

The Voter Participation Center NONPROFIT 605 N. High St. #301 U.S. POSTAGE PAID Informed Delivery® is one of the newest and most innovative services The Voter Participation Center Columbus, OH 43215 The most trustworthy messages are the ones told by family, Organization: PERMIT # 1984 LANSDALE, PA

**********AUTO**MIXED AADC 190 37960891576 00087-03264-5473 from the Postal Service – oﬀ ering customers an email with a daily digital friends and neighbors. Now, through Share Mail®, direct mail Target Audience: Unregistered voters Voter Participation Center 1707 L St. NW, Ste. 300 Washington, DC 20036-4230

copy of their mail to be received. outreach can ﬁ nally go viral. Share Mail® can help empower Mailer Result: Registering over a million voters.

Voter Participation Center FIRST-CLASS MAIL 1707 L St. NW, Ste. 300 U.S. POSTAGE Washington, DC 20036-4230 PAID both you and your constituents to share your message. VPC IMB-POSTAGE More than ever, reaching voters requires a multi-channel approach.

Campaigns looking to share their message need tools that can FRANKLIN COUNTY BOARD OF ELECTIONS PO BOX 183218 Use it for voter registration eﬀ orts, fundraising mailings, or THE CHALLENGE: COLUMBUS, OH 43272-9912 seamlessly weave these channels together. reminders to vote for a candidate or issue. By using unique To pre-pay for and track voter registration Share Mail Intelligent Mail® barcode (IMb®), you can track mail pieces returned by unregistered voters By bringing the mailbox to digital platforms, Informed Delivery® is

IMLOH individual responses and tailor follow-ups based on whether to their county or state elections oﬃ ces.” 1701 enhancing the visibility of mail, allowing campaigns to make mail 6/15/16 3:34 PM NOTICE: Ohio law requires a recipient has responded. voters to file a registration interactive, engaging and creative. application in order to vote. –The Voter Participation Center August 24, 2017 Dear Voter Participation Center: Ohio law requires voters to update their registration if they have moved and want to vote at their new address. If you have updated your registration or are ineligible to vote, please disregard this notice. If you are not registered, please fill out the enclosed registration form and Sign up: usps.com/informeddelivery mail it in the postage-paid envelope provided. As part of our ongoing voter registration program, we will review the Ohio voter file in eight weeks to see if you have returned your form. If not, we will follow up to encourage compliance if you wish to vote. To check your current voter status or to register online, please visit: https://olvr.sos.state.oh.us. You send WHY IT WORKED: Thank you for your prompt attention to this matter. voters a Sincerely, Pre-paying for postage increases our 1 mailpiece Page Gardner The Voter Participation Center CENTER VOTER PARTICIPATION DETAILS: that includes response rate signiﬁ cantly, but prior to 1707 L ST. NW, STE. 300 WASHINGTON DC 20036

because of the work involved in opening If you wish to be removed from our mailing list, email this code: 7BseedC13 to [email protected]. of letter-sized mailpieces scheduled to arrive soon

This mailing has been paid for by the Voter Participation Center (VPC). VPC is a non-government, nonprofit, and nonpartisan 501(c)(3) organization. Its Ohio address is 605 N High St #301, Columbus, OH 43215. (877) 255-6750 www.voterparticipation.org permits in hundreds of diﬀ erent states and © 2010-2017 The Voter Participation Center. All Rights Reserved.

37960891576 counties across the nation. Share Mail® has • Available nationwide Your recipient increased our return rates by allowing us sends those They receive 2 postcards to to pre-pay for all inbound postage. • Learn how your candidate could beneﬁ t from an your postcard, friends, family integrated mail and digital marketing campaign that 3 your message, In addition, Share Mail® is trackable, so members, or any- and your call generates additional voter impressions, interactions one else he or she to action. we are able to get daily feeds of everyone 37960891576 7BseedC13 IMLOH thinks might be and insights interested. who is returning their registration packages, while they are still in the mail stream.” Visit usps.com/informeddeliverycampaigns for details –The Voter Participation Center 14 | THE DIRECT MAIL WINNER’S BOOK THE DIRECT MAIL WINNER’S BOOK | 15

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/////////////////// INNOVATIONS /////////////////// INNOVATIONS

SHARE MAIL® INFORMED DELIVERY ® 1701 IMLOH 7BseedC13 IMLOH 1701

copy of their mail to be received. outreach can ﬁ nally go viral. Share Mail® can help empower Mailer Result: Registering over a million voters.

P.S. We have already filled in your name and address on the enclosed form. If either is incorrect, please one or more cross it out and enter the correct information. Complete the form, sign, date, and mail it in the enclosed Share Mail®, it was virtually impossible postage-paid envelope. Thank you. postcards. • View grayscale images of the exterior, address side because of the work involved in opening If you wish to be removed from our mailing list, email this code: 7BseedC13 to [email protected]. of letter-sized mailpieces scheduled to arrive soon

MAKE AN INQUIRY ABOUT DIRECT MAIL: GET HELP WITH DESIGNING YOUR POLITICAL MAILER: Get expert advice from a USPS® Direct Mail Representative on using Our mailpiece design analyst support center oﬀ ers help with direct mail in your campaign. technical design questions, analysis and review. Visit DeliverTheWin.com/contact-usps and submit your request. Call 1-855-593-6093, or send an email to [email protected].

LEARN MORE AT DELIVERTHEWIN.COM

16 | THE DIRECT MAIL WINNER’S BOOK CITATIONSCITATIONS ININ ASSOCIATION ASSOCIATION WITH WITH AAPC AAPC

1. Source:1. Source: On behalf On behalf of the of United the United States States Postal Postal Service Service ThanksThanks to American to American Association Association of Political of Political Consultants Consultants (AAPC) (AAPC) members members (USPS)(USPS) and theand American the American Association Association of Political of Political for theirfor theirparticipation participation in providing in providing the insights the insights and expertand expert perspectives perspectives ConsultantsConsultants (AAPC), (AAPC), Weber Weber Shandwick Shandwick conducted conducted a a used usedto produce to produce the Winner’s the Winner’s Book. Book. Founded Founded in 1969, in 1969, the AAPC the AAPC is a is a surveysurvey of 249 of AAPC249 AAPC members. members. The surveyThe survey was ﬁwas elded ﬁ elded multi-partisanmulti-partisan organization organization of political of political and publicand public a airs a professionalsairs professionals from fromMay 30May - June30 - June9, 2017. 9, 2017. dedicateddedicated to improving to improving democracy. democracy. It is the It is largest the largest association association of political of political and publicand public a airs a professionalsairs professionals in the in world. the world. AAPC AAPC members members consist consist of of 2. Source:2. Source: Summit Summit Research Research national national online online survey survey among among politicalpolitical consultants, consultants, media media consultants, consultants, pollsters, pollsters, campaign campaign managers, managers, 1,3981,398 U.S. adultsU.S. adults from fromAugust August 11-22, 11-22, 2016 2016(data (data weighted weighted corporatecorporate public public a airs a oairs cers, o cers,professors, professors, fund-raisers, fund-raisers, lobbyists, lobbyists, to Census-levelto Census-level targets targets for gender, for gender, age, ethnicity,age, ethnicity, congressionalcongressional sta erssta and ers vendors.and vendors. Membership Membership is open is open to everyone to everyone education/gender,education/gender, and maritaland marital status). status). This surveyThis survey was was associatedassociated with withpolitics politics from fromthe local the locallevel levelto the to White the White House. House. sponsoredsponsored by the by U.S. the PostalU.S. Postal Service. Service. For moreFor more information, information, see www.theaapc.org. see www.theaapc.org. 3. Source:3. Source: USPS USPS and Summitand Summit Research Research conducted conducted a a nationalnational online online survey survey among among 1,156 1,156U.S. adultsU.S. adults from from MarchMarch 18-23, 18-23, 2016. 2016.

4. Source:4. Source: USPS USPS and Summitand Summit Research Research conducted conducted a a nationalnational online online survey survey among among 1,156 1,156U.S. adultsU.S. adults from from MarchMarch 18-23, 18-23, 2016. 2016. By utilizing By utilizing of an of oversample, an oversample, total total samplesample size forsize Millennials for Millennials = 671. = 671. ©2018©2018 United United States States Postal Postal Service. Service. All Rights All Rights Reserved. Reserved. 5. Source:5. Source: NuStats NuStats 52-week 52-week diary diary study study using using online online and and The EagleThe EagleLogo isLogo among is among the many the manytrademarks trademarks of the of U.S. the Postal U.S. Postal Service. Service. Privacy Privacy Notice: Notice: in-personin-person methods methods among among 5,295 5,295 U.S. households,U.S. households, 2016. 2016. For moreFor informationmore information regarding regarding our privacy our privacy policies, policies, visit usps.com/privacypolicy visit usps.com/privacypolicy This studyThis study was sponsoredwas sponsored by the by U.S. the PostalU.S. Postal Service. Service.

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