The Challenge

A congressional campaign faced a highly competitive primary election with multiple opponents competing for voter attention. The campaign needed to increase awareness, strengthen message recognition, and ensure voters remained engaged leading up to Election Day.

The campaign was particularly focused on reaching both absentee voters and traditional in-person voters while creating a consistent message across multiple communication channels.

Campaign Objectives

• Increase voter awareness
• Improve campaign name and message recognition
• Reach both absentee and in-person voters
• Connect direct mail with digital outreach
• Expand campaign visibility across channels

The Strategy

Think Patented developed a cross-channel voter outreach strategy using its Political Power Up program. The campaign combined targeted direct mail with digital reinforcement to increase voter exposure and strengthen message frequency throughout the election cycle.

Rather than relying solely on traditional mail, the campaign integrated multiple marketing channels to ensure voters encountered campaign messaging wherever they consumed information, helping build familiarity and reinforce key talking points.

The Execution

The campaign began by identifying voters throughout the congressional district and segmenting audiences based on voting behavior, including absentee and in-person voters.

Campaign Components

• Targeted voter segmentation
• Direct mail outreach
• USPS Informed Delivery® interactive advertising
• District-targeted digital advertising
• Online follow-up campaigns
• Social media reinforcement
• Audience-matching technology to reach identified voters online
   

Campaign Reach

The campaign generated significant voter exposure across both print and digital channels:

• 94,531 direct mail pieces mailed
• 509,356 digital advertising impressions
• 8,119 social media follow-up ads
• 21,073 audience-matched digital ads
• 16,580 voters reached through audience matching

This coordinated approach helped expand visibility beyond what traditional direct mail alone could accomplish.

The Results

The integrated outreach campaign delivered substantial voter engagement and visibility while helping the campaign achieve its ultimate goal.

Key Outcomes

• 634,581 total views by potential voters
• 6.72× more impressions than traditional direct mail alone
• 58.8% of the vote in the winning campaign

Additional benefits included:

• Expanded voter reach across multiple channels
• Increased message recognition throughout the district
• Reduced manual effort through campaign automation features

Why It Worked

Reaching voters requires more than a single touchpoint. Voters are exposed to information across print, digital, social, and online channels every day.

By combining targeted direct mail with digital advertising, social media reinforcement, audience matching, and USPS Informed Delivery, Think Patented helped the campaign create repeated voter interactions throughout the election cycle. This increased visibility, strengthened message recognition, and expanded campaign reach among key voting audiences.

The result was a broader, more effective voter outreach strategy that delivered significantly greater exposure than direct mail alone while supporting a successful election outcome.

Looking to Increase Audience Reach?

Whether you're promoting a campaign, advocacy initiative, public awareness effort, or community engagement program, Think Patented can help you combine direct mail and digital outreach to expand visibility, reinforce messaging, and achieve measurable results.

Let's build a strategy that helps you connect with your audience.