- Design 4/1 Rack Cards early on for all candidates to hand out in front of supermarkets, farmer's markets, post offices, county fairs, rail trails, malls, street festivals, church dinners, etc.
- Design 4/4 (full color) Door Hangers to have volunteers (not candidates) go door-to-door during the day vs. the evening. Hit as many doors as possible.
- Use CRST's (Cornerstone Services') proprietary Board of Election Datafilter to run mailing scenarios and profile target groups.
- First Mailing: Hit all "Low Prime" Voting Households with a full-color 6" x 11" Meet the Candidates Card. Here, we define Low Prime to be all households voting at least 1x in past 3 years. It is important to keep such cards simple; and, we always use high resolution images of the candidates. Release timing here would be the last week in September or the first week in October.
- Second Mailing Wave - the Attack Waves: 1 to 3 individual candidate mailings get sent during the month of October. Cards are sent to the voting "middle" using targeted profiling, such as selecting active "Prime Voters" (i.e. households must have voted at least 1x in past 2 years). Here, we are consciously trying to reach the hearts and minds of the active No-Party-listeds [NOPs] and Independence Voters, and even perhaps the GOP or Democratic base in some instances. Such cards can also be "issue" driven cards if there are regional or townwide issues at hand. They should, again, be short and sweet and say one or two things substantive about an individual candidate, his/her accomplishments and qualifications, as well as one or two broad-based, post-election intentions. Preferred card sizes are 5 1/2" x 8 1/2", 6" x 9 or 6" x 11" and should include solid images. Release timing should be 4 - 5 days apart for multiple waves.
- Third or Final Wave: Get Out The Vote (GOTV) Cards: Release postcards to Prime or High Prime voters. Simple card on 5 1/2" x 8 1/2 or 4" x 6" size, black ink only on bright yellow cardstock. It is a reminder of why it is important to show up and potentially where to vote. These cards show up as late as possible, typically 3 - 4 dates before Election Day.
A well-thought townwide political mailing campaign will work, but it works best when the candidates actually pitch in and show themselves in public. It is not necessary, or even preferred, to have candidates go door-to-door. Rather, they need to take advantage of public and free marketing opportunities such as local newspaper profiles/interviews, public events appearance, local radio shows, meet-and-greet at high traffic public locations.
1 + 1 = 3. A well orchestrated campaign such as this give your town line the best possible shot. When combining resources jointly as part of a slate of candidates, it is much easier to amortize the costs and reach greater public awareness through early planning and coordination.