CAMPAIGN 2008 MAIL CALL: A Lonely Day #2

I’m struck by the (low) amount of campaign literature in Wednesday’s mailbox. I suspect the other campaigns are timing their pieces for the same day early ballots arrive or are just asleep at the switch. We’ll see. He’s may take on today’s haul:

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

CAMPAIGN 2008 MAIL CALL: Early Primary Voting Season Has Begun

I’ll be blogging on the campaign literature I receive in my mailbox as the primary and general election seasons unfold. I’m a Republican who has voted in every state and federal election since I moved to Arizona in 1994. I do miss the odd local election but I’m what the professionals call a high propensity voter. Moreover, I’m a precinct committeeman for the Republican Party and 2nd Vice Chairman of Legislative District 20 Republicans. So, my mailbox should be hit hard over the next few weeks and months.

Without further delay, here’s what I got today:

Jeff Dial, Republican for the Arizona House of Representatives from LD20 – Jeff’s postcard is very well done and carries through with the design theme that his signs have through the district’s roadways. His sign design is the best in the race. It’s benefited by the ease at which one can display his 4-lettered name. He realizes that his first name is much less important than his last and his simple, clean design exudes competence and sobriety. Back to the mail piece… His top issues are "fighting illegal immigration," "improving education" and "strengthening our economy." He emphasizes his "conservative values" and has nice smiling photos of himself. The part I like the most is the big tagline: THE CHANGE ARIZONA NEEDS. It could easily be viewed as cynical or sarcastic. Either way, it shows a fearlessness uncommon in most cookie-cutter candidates. Grade: B+

Susan Bitter Smith, Republican for the United States House of Representatives from CD5 – I’m confused. Is Joe Arpaio running for this congressional seat? If I wanted Sheriff Joe as my congressman, I’d vote for him. But he’s not on the ballot. The Bitter Smith campaign sent a (roughly) 8/10 landscape-oriented fold-over booklet that tries to tie the candidate to two far more popular politicians, Arpaio and Ronald Reagan. Does it work? Speaking as someone unmoved by Joe Arpaio’s smoldering sexuality and Capraesque good cheer, I’m unimpressed. Grade: C-

David Schweikert, Republican for the United States House of Representatives from CD5 – The Schweikert campaign sent an 8/11 magazine-style 4-page mailer that boldly announces the candidate in word and picture on the "cover" (which is suitable for autographing and framing… sign right there David on the flag’s white strip to the left of your elbow…) The inside is less engaging. Too many words. The Bitter Smith piece had the right amount or fewer words than necessary. If you err on this count, err on the side of less rather than more. Your website is for details… which was nicely promoted on the excellent cover by the way. Take the "stuff" crammed on the back page and move it to the centerfold. Grade: B-

Mark Anderson, Republican for the United States House of Representatives from CD5 – "Representative" Mark Anderson has "a proven record of improving education" on his 6/11 glossy tri-fold brochure that is heavy on K-12 education. I see a nice blue-white-yellow banner in the inside that would have made a fine sign for the intersections of our district. Sadly, the drivers in CD5 are aesthetically assaulted by the Anderson campaign with a motley amalgam of conflicting sign designs. It’s one thing to recycle legislative signs from one election to the next but pick a theme and color scheme and stick to it. When you run for Congress, kitsch is goofy not frugal. The mail piece… wonderful if he were running for state legislature but not Congress. No one really cares what Arizona Speaker of the House Jim Weiers thinks of Mark Anderson. In fact, Jim Weiers’ name ID in CD5 must be in the single digits… even among Republicans. As for "Education Committee Vice Chairman" Rep. Andy Tobin’s endorsement… Grade: D

Proposition 200: Reform AZ Payday Loans – Wow, it’s July. Why am I getting a nice glossy 8/11 fold-over from my friends from the payday loan industry 98 days before the general election? Since the piece doesn’t show "Proposition 200" on it I doubt the average, or well-above average voter will long remember this mailer. It looks like it was printed weeks if not month ago. Its language has a clear defensive tone when it talks about "real" reform as if there’s another option. There was when this was printed apparently, but the anti-industry rival initiative failed weeks ago in its signature gathering effort. Grade: C

That’s it. With my early ballot due at the end of the week, I suspect I’ll be seeing many more specimens tomorrow.