In January’’s “What We’re Reading,” the SpeakEasy team is all about content — how to produce it, where folks are consuming it, and which ad formats are successfully shifting audience behavior. Dive in here: Why vertical videos make a difference in your content. With 57% of global video views coming from mobile
Building a Media Mix for your Political Campaign
The key pillar of any campaign is communicating effectively with your target voters. But not all voters are reachable through just one channel. While some voters may spend hours on their phones, others are more easily persuadable through direct mail. SpeakEasy Political helps campaigns overcome this messaging challenge by offering cutting-edge technology and data integrations that allow you to easily reach your audience through multiple channels – and perfect your campaign media mix.
Our digital media platform, with voter data powered by TargetSmart, leverages campaign media best practices to target your audience across the internet through display banners and online video. Our political mail and digital products are united together under one easy-to-use product so you can plan your digital and direct mail efforts at the same time.
Why does the media mix matter?
A strong media mix (the types of paid communications you use, and the amount you spend on each of them) helps ensure you reach as many voters as possible. For example, the cost of digital media per contact is almost always lower than any other tool available, but the number of voters you actually reach is frequently limited by the difficulty of matching the voter files to the online audience files.
While this has improved in recent years, the reach of a digital media buy is still likely to be around 66 percent, meaning one in three of your target audience won’t hear from you if you are running a digital-only campaign. To solve this challenge, many campaigns run digital media and direct mail campaigns together.
How do effective campaigns coordinate their media mix?
Digital media and direct mail should work hand-in-hand to move your message effectively to voters. SpeakEasy Political offers coordinating templates to match your mail to your digital and vice versa stylistically, but it can also be helpful to plan to your media ahead of time to make sure that your key messages are shared through all channels. This process is made easy on our platform using our Mail and Digital Ad Planner – a free paid communications planner tool where you’ll answer a few quick questions and then receive a customized mail and digital ad plan with budgets, template suggestions, and a proposed media schedule.
For example, if you’re planning to launch a transit policy-focused phase of your campaign, you might launch digital banners the week before your mail hits so voters are already primed to remember the plan outlined in your mail. And after your mailer reaches mailboxes, you might start a YouTube video campaign to reinforce your plan and make sure your message reaches as many people as possible. If you have any questions about building an effective media mix for your campaign, please book a time to talk with one of our campaign pros below – we’d love to hear from you!
Want to learn more about political paid media best practices? Check out our easy-to-use guides and materials through our Campaign Planner tool – so you can build a winning political campaign from the ground up.
We are SpeakEasy Political, the leading tool for campaigns and organizations to easily create high-impact digital media and direct mail campaigns. By leveraging innovative media strategies and our brand building experience, our tech powers Democratic candidates and causes up and down the ballot. SpeakEasy’s Consultant Studio was also built to support consultant teams with leading data, strategic targeting, and comprehensive ad tech to serve as your backend media buying operation.
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