Jeff Dial, Republican for the Arizona House of Representatives from LD20 – Jeff’s campaign sent me another stylistically and thematically consistent postcard titled “IMPROVING EDUCATION”. K-12 education is after all the top issue for voters in legislative races and the top spending priority of the state. Another good piece that builds on yesterday’s. Grade: B+
Frank Schmuck, Republican for the Arizona House of Representatives from LD20 – Frank’s campaign today sent an envelope with a longish letter, a wordy tri-fold brochure and a palm card with (you’ve guessed it) a dense block of text on it’s reverse. I have a biased toward less-being-more in campaign literature. I suspect few primary voters will settle down to read all of the material. I do like the campaign’s play on his last name (SCHMUCK… That’s Right! Frank Schmuck). It shows the candidate’s maturity and good humor. It also has the effect of relieving voters’ anxiety about his last name. I’m sure it’s a great icebreaker and gets voters off the hook for any embarrassment for their involuntary pause after first hearing it. Today’s mail piece has a distinct low-tech feel, especially in contrast with Jeff Dial’s professional and glossy offerings. Could this be valuable and effective counter-marketing? Does it save enough money to allow for more “touches” by the campaign on primary voters? Maybe. But a four-piece mailing is labor intensive and may not be a money-saver compared to a post card. Also, the voter must do something to see your campaign’s message (open a letter). If this is the only envelope mailing in a series of mailings utilizing various formats then it very well might be effective. However, if future mail pieces employ this cumbersome format, I think Team Schmuck is making a costly mistake. Grade: C-
Jim Ogsbury, Republican for the United States House of Representatives from CD5 – I got an invitation to an Ogsbury fundraiser at a private residence next week. The event’s theme… Hawaiian Luau. Whatever works I guess. I doubt this is a general campaign mailing to CD5 Republican voters so I won’t be grading it.
Mark Anderson, Republican for the United States House of Representatives from CD5 – I got a nice phone call from Rep. Mark Anderson yesterday regarding a fundraiser and he mentioned my comments about his last mailer on Willet Creek Dam. It’s nice to see that the candidate reads the blogs and took my criticism in stride. (Hi, Mark if your reading this now.) We talked about his eclectic sign strategy. As my prior comments demonstrate, I appreciate consistency of design and the value of a simple, powerful messaging to boost a campaign. He suggested that his unorthodox sign strategy might be the secret weapon in his campaign’s slow-but-steady approach. We’ll see. Back to today’s mailer… a postcard with testimonials from the famous and the not-so-famous on why Mark Anderson’s the best Republican to challenge Harry Mitchell. House Speaker Jim Weiers is used again along with House Majority Leader Tom Boone to good effect. A national parent of the year and local business leader are shown too. More impressively is a nice quote by Mitt Romney and an effusive endorsement by the American Conservative Union’s David Keene. My suggestion, pump up the Keene and Romney bits and consider building an entire piece around the Keene quote in an effort to deflate David Schweikert’s Club for Growth love. Grade: B