Approach to Compelling Creative
We are not a mail factory. We take on only the volume of work that our partners can be engaged in directly, and our immersion in each campaign allows us to produce unique mail that moves votes and wins campaigns.
Our creative is informed by scientific research on how the human mind responds to and recalls stimulus and by data collected on voter communication. We develop mail based on three core principles:
Get the voter’s attention and create interaction with the piece;
Drive the message of the piece, even for those who look at it for just a few seconds; and
Make a memorable impression.
Some individual examples of different creative approaches and mail pieces are below.
STORYTELLING WITH IMAGERY
We use authentic and personal imagery to tell a candidate’s story in a compelling and memorable fashion with the goal of driving an impression of warmth, understanding, and depth. Personal stories can also be used to demonstrate strong contrasts with the opposition.
GETTING ATTENTION AND CREATING CONVERSATION THROUGH CONCEPT
Positive mail can also be designed and delivered with creative concepts in order to capture the attention of the voter, spur them to engage with the piece and consume the message, and encourage them to share it with their household and close circle so the message sticks with the voters and carries beyond.
TARGETED CONTRAST AND USING IMAGERY TO DELIVER MESSAGE
Direct mail can be used very effectively to narrowcast comparative messages to targeted audiences. And because the brain remembers images better than words, we use imagery to tell the story of the contrast.
USING POP CULTURE HOOKS
To connect with voters, get their attention and interaction with a mail piece, and make it memorable, we have also employed pop culture references and imagery that are likely to be well-known or comfortable among the target demographic.
USING MUSIC TO MAKE A MEMORABLE NEGATIVE
While mail being tactile helps the brain connect with the message, a limitation is the lack of sound to stimulate all of the senses, so we have used parodies of songs familiar to key targets to grab attention, make the message memorable, and create conversation within a household or group.
THE POWER OF NOSTALGIA
With targets over 35 years old, nostalgia is one of the most powerful methods of generating attention and memory for an advertising message. We use nostalgic concepts as hooks and develop them in ways that connect to the message we are aiming to drive.
MEETING THE MOMENT AND GETTING PRESS
Mail can be designed and timed to not only deliver a message but also generate earned media that amplifies the message. That also has the impact of creating more conversation within and across households and on social media.
UNUSUAL IMAGERY GETS ATTENTION AND STRENGTHENS RECALL
Researchers have found that the brain notices and more readily recalls unusual images than images the brain is conditioned to see. We develop concepts using or creating images that voters are not used to seeing to get their attention, promote engagement with the piece, and deliver a message that will be remembered.
MAKING MAIL INTERACTIVE
In addition to getting a voter’s attention, generating engagement with a piece raises the level of attention the voter will have to the message and increases the chance of that voter sharing the piece and the message with another. We have used flipbooks, scratchers, die cuts, pull outs, and more to make mail pieces interactive.
USING SOCIAL PRESSURE TO MOBILIZE DEMOCRATS
Social pressure is a tactic proven through multiple tests to increase turnout among Democratic targets. We create social pressure pieces that are graphic, personal, and interesting along with driving a message to help consolidate support in addition to mobilizing targets to vote.
TAPPING INTO CULTURAL TRADITIONS
It can often be effective to connect with the cultural traditions of a targeted set of voters to stand out in a voter’s mailbox, create interaction with the piece, and promote the message.
