Campaign: State Senate, California

Client: John Vasconcellos

Consultant: Roger Lee

Mail Strategy: John Vasconcellos was a 30 year incumbent Assembly member forced by term limits to run for an open state Senate seat, which in California is larger than a congressional district. The challenge was to re-introduce him to his long-term constituents, introduce him to those voters he had never represented and fend off a strong primary challenge.

Voters were sent an eight-page tabbed, saddle-stitched main brochure, using four spot colors to save money, which outlined his accomplishments.

To reacquaint the candidate and develop rapport with voters, the district was divided into neighborhoods and each targeted voter was sent one of 60 personalized, post-printed invitations, each including a note from the targeted voter's neighbor, to 21 different coffees. Following the coffee, each targeted voter received a follow-up letter from the candidate, thanking them for their attendance or expressing regret at their absence.

The candidate said at the outset that he would not talk about his opponent - but would respond to attacks. When the challenger sent his expected negative mail, a response piece was sent that parodied the opposition's negative piece.

Vasconcellos won with 70 percent of the vote.