The Situation

Troy McDuffie was running for Cumberland County Sheriff and wanted to connect with registered voters, build name recognition, and encourage voter turnout ahead of the primary election. To consistently stay in front of voters throughout the campaign, he partnered with PostcardMania to create a comprehensive marketing strategy.

The Solution

PostcardMania designed a postcard that included the following features:

  • A bold headline that immediately communicated the candidate’s key campaign message.
  • Professional campaign branding with eye-catching colors and candidate photography to build familiarity and trust.
  • A clear call to action directing voters to learn more about the candidate and participate in the upcoming election.
  • A QR code that when scanned goes straight to his web page for more information.
  • A list of his qualities and experience on the back of the card to persuade voters to choose him in the election.

PostcardMania mailed 5,000 postcards total in increments of 2,500 pieces a month to a Registered Voters mailing list, ensuring the candidate’s message consistently reached eligible voters throughout the election season.

Troy signed up for an Everywhere Small Business campaign that combined direct mail with matching digital ads. As a result, registered voters saw the candidate’s messaging online around the same time the postcards arrived in their mailboxes. This coordinated, multi-channel approach helped reinforce the campaign’s message, increase visibility, and keep the candidate top of mind leading up to election day.

The Results

He won the primary election!
Digital Ad Network Ad Displays Clicks
Google 47,000 1,200
Gmail 22,000 492
Facebook/Instagram 2,300 324

Troy invested $6,091.05 in this integrated marketing campaign. While traditional response, conversion, revenue, and ROI metrics are not applicable for a political campaign, the effort accomplished its primary objective—he won the March primary election.

Following this success, the campaign is continuing with another round of postcards and matching digital ads as Troy prepares for the general election in the fall, keeping his message in front of voters throughout the remainder of the election season.

CSID: 66627