The Difference Is Strategy

The cornerstone of our firm's philosophy is that direct mail isn't something that you can just purchase "off-the-rack." That's why we've developed a thorough, sequential process, designed to match the right mail, with the right message, to the right targets to win your particular race. Our approach has been honed through two decades of campaign experience in nearly every state across the country.

PLANNING

It starts by developing a plan.

The hallmark of our approach is the development of a detailed mail plan. The mail plan is an analysis of your political environment based on current polling. The plan presents our theory of the race by bringing together targeting data, election history, polling and a candidate's personal profile to lay out messaging, targeting and our proposed mail pieces.

MESSAGING

You need to use the right language with the right voters.

The bedrock of effective direct mail is strategic messaging, and that begins with thorough research. From day one, we invest the time needed to understand the unique characteristics of your cause. We work with the entire team from the beginning stages to make sure every nuance, every angle, and every story is tested in precisely the right terms to develop messages that move voters and win.

Research and testing are the keys to honing your messaging.

Through our work on the Obama campaign, we participated in the most detailed and rigorous direct mail testing in modern political history. Going forward, that project will provide a unique insight into effective direct mail messaging strategies.

TARGETING

Knowing where the voters live isn’t enough – you need to know how they live.

Are they gun owners? Religious? High income? Are they military? Environmentalists? We layer several data lists to determine who your target audience is, where they live and how many of them you need to win. Then we’ll show you how to apply “lifestyle clusters” to your entire campaign strategy. Superior targeting is not only more effective – it’s the most efficient way to invest your resources.

INTEGRATING

Integration is the key to your victory.

In an increasingly complex world, it’s more important than ever to integrate media. That’s why our plans show how the mail program works in concert with TV, radio, phones and online communications to realize the campaign’s strategic goals.