The Situation

Kerry Murphy was running for House of Delegates District 9 and wanted to run a political campaign in Macfarlan, WV with the goal of reaching registered voters, increasing name recognition, and encouraging voter turnout ahead of the primary election. To maximize visibility throughout the community, he partnered with PostcardMania to create a coordinated direct mail and digital advertising campaign.

The Solution

PostcardMania designed a postcard that included the following features:

  • A bold headline that immediately communicated Kerry Murphy’s campaign message.
  • Professional campaign branding with eye-catching colors and photography to help voters recognize the candidate.
  • Clear calls to action encouraging voters to learn more about the campaign and participate in the upcoming election.
  • A QR code that when scanned goes to his web page for more information.
  • A list of qualities and qualifications on the back of the card to increase support for his campaign.

Kerry Murphy mailed 5,513 postcards to his customer-provided mailing list of registered voters, ensuring his campaign message reached the right audience before Election Day.

At the same time, Kerry Murphy launched an Everywhere Small Business campaign that combined direct mail with matching digital ads. As registered voters received the postcards, they also saw the campaign’s messaging online though Google, Gmail, Facebook, Instagram, and YouTube, reinforcing name recognition and keeping the candidate top of mind. This multi-channel approach significantly expanded the campaign’s reach and strengthened its impact.

The Results

Kerry Murphy won the primary election!
Digital Ad Network Ad Displays Clicks
Google 74,000 1,200
Gmail 5,600 96
Facebook/Instagram 11,000 631

Kerry Murphy won the primary election and credited the integrated postcard and Everywhere Small Business campaign as the reason for his victory.

After investing $10,023 in this coordinated marketing effort, Kerry Murphy established a strong presence among voters and proved the effectiveness of combining direct mail with digital advertising to reach constituents at multiple touchpoints.

CSID: 66640