“Words” Program

Ricky Hurtado, North Carolina Democratic House of Representatives General Election 2020

Words to Win

In 2020, while working with team Ricky Hurtado, CXC was the only progressive mail firm to beat Republicans in North Carolina, and Ricky Hurtado was one of two Democrats to beat a House incumbent. Ricky’s persuasion mail program focused on his authentic and inspiring personal story and his journey to becoming a college professor and his dedication to students.  

Our mail program included a 24-piece, detailed strategic direct mail plan targeting three different universes. We used our “Words” program for this plan, using images to convey the overall message and a single word with its definition to set the tone for each piece. Using this innovative communication plan, we were able to uniquely target the three different universes and provide a strong message directly aimed toward that target audience’s concerns and values. By using this type of mail marketing strategy, our firm was able to convey a message using the least amount of words and was still able to get across the overarching subject. 

Creating Innovation

Our “Words” program is essentially choosing a word that will describe the overall theme of the mail piece. We then insert the definition of the word on the front of the mail piece and then include that specific work on the opening back headline to explain the following expanded literature. We have found that this mail marketing solution thus gains the reader’s attention and efficiently gives them the overall theme and message of the piece before reading it. At CXC, we are continuing to work to find even more innovative ways of getting our clients’ most progressive and authentic voices out using strong and structured messaging. 

Also See Cheryl Turpin’s “Words” Program

In 2019, we used the “Words” Program to help Cheryl Turpin’s story win with voters.