Making the message personal.

The task at hand was clear: we had to substantially boost turnout in a low turnout school board race to win. Using a remarkable combination of local data-mining, geo-targeting, and digital printing we were able to produce a mail piece that targeted each voter by their closest elementary school.

By asking every voter to support their local school by voting for our candidate, we personalized the message and tapped into the great sense of neighborhood pride to mobilize the electorate. In the end, our candidate won with 66.4% of the vote in a very competitive three-way race and “The Bus That Stopped At Every School” won a national award for best direct mail in a local race.