Streamlining Client Onboarding in Political Mail Design: A Comprehensive Guide
In the fast-paced arena of political campaigns, the ability to swiftly translate visions and objectives into tangible, persuasive mail pieces is a strategic advantage.
Recognizing this, political consultants should be adept at streamlining their client onboarding process—a critical step in political mail design.
This guide provides a structured approach for onboarding new clients for mail design.
Through the following sections, you’ll come to understand why and how to collect essential information and design elements, the value of structure, and the follow-up with the client.
The Importance of Basic Information Gathering
Before you send information off to your designer, a foundation of knowledge needs to be laid. This begins with collecting the most fundamental details from your client. A structured system for gathering basic information is akin to a compass, steering the project in the right direction. Without it, you risk wandering aimlessly or, worse, finding yourself at an impasse.
Essential Client Information Checklist
Requestor’s Name/Point of Contact: Designation and point of contact for all communications.
Candidate Committee Name: The official name under which the campaign operates.
Name of Candidate/Company: The individual or entity for whom the mailer is being designed.
Phone Number: Direct contact for immediate queries or updates.
Address: Where the candidate or committee can be reached.
Email Address: Official and often the most preferred form of communication.
Requested Date for the Mail Piece: Critical for establishing deadlines.
Return Address for the Mailer: Ensuring recipients can reply or reach out as law requires.
Necessary Disclaimers for the Mailer: To comply with campaign finance and disclosure laws.
This checklist should be the backbone of your information gathering. It sets a professional tone while avoiding back-and-forth exchanges that could have been resolved in the first interaction.
Below are a few screenshots of the form I created and that I use for clients.
Diving into Design Elements
Once the basics are covered, it's time to drill down into the specifics of the design.
Key Design Information to Collect
Campaign/Organization Logo & Branding Guidelines: Core visual elements to maintain brand consistency.
Key Messages or Points for the Mail Piece: What the piece should communicate.
Design Preferences (Colors, Fonts, Styles): The look and feel aligned with the candidate's image.
High-Resolution Images/Graphics Requirements: For a polished and impactful final product.
Quotes, Testimonials, or Endorsements: To bolster the candidate's message with social proof.
Preferred Size and Layout of the Mail Piece: For specific audience appeal and budget.
Specific Printing Requirements: The technical details for successful execution.
This next level of detail ensures that the designer isn't working in a vacuum but rather in collaboration with the client’s campaign narrative and branding guidelines.
Eliminate Unimportant Information
Oftentimes, clients put more copy on a form than is practical. Excess information can lead to confusion and ultimately result in a less effective mail piece.
To avoid overloading the mail piece with excessive content, encourage clients to prioritize their messaging by determining which content is essential and what can be omitted.
By guiding clients through structured questioning on the onboarding form, consultants can help focus the design on the most impactful elements, ensuring clarity and effectiveness in the final mail piece.
Remember:
Designs Shouldn't Be Cluttered: Avoid cramming too much information onto one mail piece.
Consistency Is Key: Maintain consistency in design elements, such as fonts and colors.
Pay Attention to the Details: Ensure that text is legible and images are high quality.
Keep It Simple: Don't overwhelm the audience with too much information.
Following up with the Client About Their Input
After receiving the client's completed onboarding document, ensure that a team member reaches out to confirm receipt and processing of their submission.
It’s important for them to know that their submission has been received and that you are processing it.
Encouraging Client Input
Encouraging client input opens up the opportunity to address any questions they might have about the mail piece. While it's important for the client to have influence, it's equally your role to guide them based on your expertise, presenting informed options rather than open-ended questions that might lead to indecision or delays.
A second round of interaction also serves as an opportunity to clarify and calibrate expectations. Sometimes, the client has realized something that was not mentioned in the first meeting, so following up can help avoid misunderstandings and wasted effort.
Establish Clear Timelines
Let the client know upfront that the average turnaround time for a design piece is X days, or X weeks. Also, meet and keep your deadlines. If you’re going to be delayed, let the client know.
Equally important, if the client radically changes the direction of the mail piece during the middle of the process, let them know that it will affect the initial timeline they were given.
Pricing
Let the client know upfront what your pricing structure is. Do you charge a flat rate? Do they only get three revisions? Do you offer mail faster for a rush fee? Is there a discount if you buy in bulk? Is there an additional cost for you to provide copywriting for the piece?
These are all details that the client needs to be aware of. There’s no right or wrong answer as to how to do these things, but make sure you are consistent.
For example, I charge a flat rate, don’t limit revisions, can rush the design for a few hundred dollars, and will charge extra if we have to do the copywriting for the piece.
Provide the Correct Print Version of the PDF to the Client
When it’s time to provide the final version of the mailer to the client, ensure that you provide them with the print-ready file and that you let them know that it is, in fact, the print-ready file.
It’s important to be clear about this because clients might try to make changes on their own after receiving the file, which could result in printing errors. You want to avoid any back-and-forth exchanges at this stage, so make sure you specify that the file is final and ready for printing.
The Significance of a Structured Process
During a political campaign, time is the most valuable currency.
A structured onboarding process is a wise investment. It provides a consistent framework for every client and every project, removing guesswork and reinforcing professionalism and efficiency.
By having a structured process, you make way for consistency in quality. This predictability is crucial in designing not just mail pieces but also the overall perception your clients have of your business: disciplined, organized, and detail-oriented.
Conclusion
The process of onboarding a new client for political mail design is a critical phase of the entire project. It sets the tone for the entire campaign, establishes expectations, and ensures that the final product meets and exceeds its goals.
As you refine your onboarding process, keep in mind the importance of structure, detailed design conversations, and thorough follow-ups.
Effective political mail design is not just about creating a compelling visual—it's about capturing the spirit and vision of the campaign within every piece of communication.
A thoughtful onboarding process facilitates this translation and sets the stage for a successful, enduring partnership.
Feel free to reach out for personalized guidance and expert advice on crafting powerful political mail designs tailored to your campaign's unique message. I'm Andrew Loposser, and my team and I would be delighted to assist you in setting the stage for success. Contact us at APL@andrewloposser.com, and let's work together to bring your campaign's vision to life.