Remember when winning elections was all about shaking hands and kissing babies? Times have changed, and so have the needs of successful political campaigns. These days, campaigns are won and lost based on whomever is able to raise the most awareness — and utilizing the most up-to-date marketing technology is the most efficient path toward that goal.
Enter Prisma’s own Political Power Up program. This cutting-edge marketing technology delivers a robust, omnichannel marketing campaign that multiplies the effectiveness of your direct mail so that you’re reaching a wider audience on a deeper level. How? By getting your candidate’s message across multiple channels at the same time. In fact, you can enhance results of direct mail campaigns by an average of 23-46% through these integrated marketing strategies.
Each touchpoint in your fully customized Political Power Up campaign is scientifically timed to generate the highest level of engagement possible — eliminating the guesswork about whether or not your marketing efforts are paying off.
With Prisma’s product, you can effortlessly reach your audience on multiple channels for optimal response using a suite of innovative technologies:
- Social match. We’ll match your mailing list to Facebook and Instagram user accounts, which means your target market will not only receive a paper mailing, but will also receive the exact same message in their social media feeds — even before they visit your website. Pre-matching your mailing list to social media accounts delivers your ads to your target audience before, during and after your mailing to ensure voters are seeing the same message multiple ways. After all, the more touchpoints they receive with consistent messaging, the higher the conversion rate will be.
- Mail tracking. Wondering when your mailers will hit home is a thing of the past, thanks to Political Power Up’s advanced mail-tracking techniques — we’re able to deliver confirmation down to the per-piece level, including the percentage of mail that has arrived and the percentage still left to be delivered. The predictability of knowing when your mail is projected to reach mailboxes will help your team prepare for phone calls at the appropriate time.
- Call tracking. Now that your phones are properly staffed from a timing standpoint, you’ll receive live updates and recordings of every call received from your direct mail campaign. Political Power Up documents essential caller information — including name, age and address — and records the calls for reference and future training opportunities. Since we use a specific tracking number, you’re reassured that every call coming in is a direct result of your diligent campaign efforts.
- Online follow-up. Once someone visits your website, they pick up a “cookie” and then your digital ads will automatically follow that visitor throughout the entire Google display network. This allows us to capture a wealth of information, such as recording the number of unique visitors who come to your website, the number of times your ad has been viewed, and the number of times your ad has been clicked. All of this data will be used to track your return on investment (ROI).
- Google and Facebook district targeting ads. Simply give us the congressional district code and tell us which district your candidate is running in, and we’ll ensure you only spend your valuable impressions in the towns and cities where you’re campaigning — it’s another way you’ll get the most bang for your buck from your online advertising efforts.
- Gmail match. Once we match your mailing list to their corresponding Gmail accounts, your display ads will magically appear right in your target audience’s inboxes without even having to send an actual email. Our analysis shows this crucial element results in a whopping 14% conversion rate!
- YouTube ads. More than 2 billion logged-in users visit YouTube each month, and every day, people watch over a billion hours of videos. Given this platform’s impressive reach, we’ll display your video ads right before your prospect watches the newest video from their favorite YouTube channel.
- Social media ads. Take your online follow-up a step further by showing ads to your website visitors in their Facebook and Instagram newsfeeds — no matter which device they’re logged into. This feature will allow you to reengage website visitors by reaching them with multiple social impressions.
- Informed Delivery. Informed Delivery is a USPS service that allows recipients to preview mail that is scheduled to arrive in their mailboxes soon. This “sneak peek” further increases your campaign impressions, and gets traffic to your website before the individual even gets home to see the tangible piece.
- Digital dashboard. How’s your campaign performing? There’s no waiting around for reports because you have 24/7 access to a comprehensive online dashboard chockfull of real-time information. With complete visibility to all your metrics and all of the moving parts within your campaign, the answers you need are always right at your fingertips.
As you can see, traditional direct mail marketing tactics are still vital to political campaigns, but enhancing those results through the integration of digital platforms is paramount to winning an election in 2020. With so much competition for your target demographic’s attention in the crowded digital space, taking advantage of Political Power Up may just be the competitive edge that helps secure your candidate’s victory.
Interested and want to learn more? Email us at firstname.lastname@example.org