Mitt Romney mails USPS-compatible DVDs

Share this content:

When Mitt Romney's official campaign in Iowa decided to promote its candidate before the Iowa caucus in mid-April, it turned to a mail piece that included a full-size DVD about the former Massachusetts governor.

The DVD, which was sent out just after Romney announced his presidential campaign in Iowa on Feb. 8, was designed to give Iowa Republican caucus members and straw poll attendees an in-depth look at the candidate.

"We felt a DVD would be a great way to introduce Mitt Romney to voters," said Jennifer Dean, creative director and co-founder of JDK Marketing and Public Affairs Inc., Des Moines, IA. JDK created the campaign in Iowa for Romney for President.

To mail the DVD, Dean and company turned to St. Paul, MN-based Inc., and its Expericard, a lightweight, durable postcard that contains a DVD or CD-ROM. The 8-inch by 6-inch, 1.2 ounce postcards are designed to hold full-size or mini-size discs.

Dean mailed 75,000 of the DVDs in April and also bought a 5,000-count overrun to hand out at events.

A key reason the product was chosen was because the mailers had been certified by the US Postal Service to be processed at the automation letter rate or the machineable letter rate. Since the mailers can be processed through USPS machines, they are considerably less expensive than the alternative, which would be to mail the DVDs as flats.

"We were very happy with how the mailers turned out," Dean said. "They were less expensive than other mailers that handle DVDs and CDs, and less bulky."

Postage costs for the mail pieces range from 21.8 cents to 25.3 cents per mail piece when mailed at the Standard-Mail rate. The pieces can also be mailed at First-Class rates, but the postage would be more expensive. OneDisc also charges 59 per CD and 89 cents per DVD at the 75,000 quantity. This fee includes the assembled Expericard, ready to mail.

"If the mail pieces were handled as flats, postage would run from 33 cents to 47.7 cents per mail piece," said Tom Vanderpool, CEO/CTO of OneDisc.

"[ The piece] contains three layers of paperboard, glued all the way around twice, with a tray in the center that houses the disc," Vanderpool said.

The front of the mail piece featured a photograph of Mitt Romney addressing an audience. It read: "Mitt Romney for President" and followed with one of his quotes,"I believe the American people are the source of our strength."

Among other things, the back of the mailer instruced recipients to rip open a perforated area of the mailer to retrieve the DVD.

Once they opened the mailer, they can view a 15- to 18-minute DVD that gave an overview of the life of Romney and included bonus materials such as Romney's Iowa announcement, a speech he made to the Conservative Political Action Conference, and a Romney campaign commercial.

Recipients can join the campaign at or via a toll-free number.

"We received a lot of positive feedback from the mailing," Dean said.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above