Following a year that saw most campaigns juice their direct mail budgets, strategists are expecting much of the same for the 2022 midterm cycle, particularly given the importance of vote by mail.
In an interview with C&E, Danielle Cendejas of The Strategy Group, said that means more creative opportunities for mail strategists. The prevalence of vote by mail doesn’t just impact the creative for pieces that focus on VBM, she told C&E, it also means voters are generally spending more time talking about the choices on their ballot. And that means your mail has the potential for even greater impact.
“They’re voting at home, they’re voting in their living room, they’re voting at their kitchen table, they’re often voting in groups with their families,” Cendejas said. “So they have a longer time to really evaluate candidates and go through that stack [of mail] that’s there along with their ballot.”
Watch the full interview above for Cendejas’ advice on making better use of photography and successfully turning opposition research nuggets into creative imagery.