Personalized Mail and Mayor Ralph Becker’s Re-Election

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Date: 06 Jan 2012 |

With most political campaign pieces, the purpose is simply to educate the voter. But for Salt Lake City Mayor Ralph Becker’s 2011 re-election campaign, we wanted to connect with voters on a new level by informing and engaging them.

To achieve these goals, we created a comprehensive multi-channel marketing plan. We sent customized direct mail pieces that highlighted neighborhood-specific issues. The mailer listed a personalized URL (PURL), which offered a link to a survey focusing on topics such as transportation, citizen equality, and downtown development. The reader could also use the PURL to connect to Mayor Becker’s website to learn more about his administration’s accomplishments and objectives.

By measuring the numbers of people who participated in the survey and visited Mayor Becker’s website, we determined that the marketing campaign was a huge success. In fact, between August and November 2011 the number of new website visitors more than quadrupled—which indicates that the marketing initiative helped to start important conversations in the Salt Lake City community.

Click here to check out a sample of our mail.