Sometimes Simpler is Better

In the world of marketing and communications, it’s easy to become enamored with new technologies, social media, new data-driven insights, and new trends. Not to be overlooked, however, is the fact that sometimes simpler is better.

A New York Times article says advertisers are increasingly using words like “simple,” “simplicity” and “simply” to brand products.

A recent report shows that e-mail marketing is more effective than social media in generating sales.

S&A Cherokee experienced this recently as part of our comprehensive informational campaign on behalf of the Town of Cary.

To inform voters about three Community Investment Bonds referendums, we designed a website, wrote newsletter articles, placed ads, printed signs, created Talking Points and PowerPoint presentations, contacted civic groups, developed a social media plan, wrote video scripts, and more.

After the election, we and the Town’s Public Information staff determined that by far the most effective tactic was a letter from the mayor that was mailed to every voter household in Cary. After the letter went out, we saw an immediate bump in website traffic and public engagement.

This simple tactic of a strategic direct mailpiece included three key elements:

  • The right message. They mayor’s letter included key messages from the Talking Points we developed.
  • The right audience. We worked with elections boards in Wake and Chatham Counties (part of Cary lies in Chatham County) to obtain databases of all households with registered voters. To save money, we attempted to mail one letter to each household rather than each voter. A few homes occupied by voters with different last names did receive more than one mailing.
  • The right time. Although the general election was held Nov. 6, we mailed out the mayor’s letter on Oct. 8 to account for residents who chose to vote early starting on Oct. 18.

The three bond packages received overwhelming voter support and passed by the highest margins in Cary’s modern history.

To discover how S&A Cherokee can help with your marketing and communications needs, contact us for a free consultation at (919) 674-6020.

Author: Glenn Gillen, APR
Glenn Gillen is our Senior Account Manager.

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