Voter mail designMarch 14, 2009

Presentation

1.Concepts

2.Benefits

3.Strategy

4.Questions

1.concepts

Persuasive:

Easy on the Text

Less is MoreHeadlinesSubheads

Quotes

Fundraising:

Heavy Text

InformationInformation

Ask Ask

InformationAsk

Persuasive:

PicturesPicturesPicturesPictures

=1,000 words

Fundraising:

Text InformationMulti-pages

Ask

Persuasive: No EnvelopeFundraising: Yes Envelope

Persuasive:No White Space

Fundraising:Use White Space

Know Your Audience

Stand Out

Be Sticky

Third PartyValidation

2. Benefits

ReinforceReinforceReinforce

Maximize Message

Call to Action:Voter Makes Two Choices“Vote For” and“Vote Against”

GOTVAbsentee BallotElection Day

Slate Card

BallotReferendums and Initiatives

3.Strategy

Mail:

ActiveAggressiveAntagonistic AgileAimedAlert

Negative:Third PartyCandidate/Issue OutTiming

TelevisionCOOL

High BacklashMass

Expensive

MailHOT

Low BacklashNicheCheap

Mail Flow - Persuasive:

1.Opponent voted for taxes2.3rd party reinforces3.“I’m against Taxes”

Mail Flow – Fundraising:

1.Layout plan and need2.3rd party reinforces3.Ask again

Fundraising MailEngaged

Carrier EnvelopeExtra Info

Status of RaceAudience

Third PartyAsk

Persuasive MailSwing

No EnvelopeLimited Info

Primary – General – BallotAimed

Third PartyCall to Action

4.questions?

Marc A. Ross

(949) 373-6449(703) 598-3242

marc@2ndsix.com

Blog @ Advocacy 2.0advocacytwopointzero.blogspot.com

Twitter@marcaross