Digital print profits will prevail in 2012
December 11, 2011 by James
In years past, election campaign printed material has traditionally been a bulk off-set business. However, the trend now among political communicators and marketing teams is to employ the economy and personalization of digital processes to target the voting public with key campaign messaging.
“The transition to digital has been happening in the last election – and even in the election before that,” said David Regan, CEO of Semper International, the leading American personnel agency which places specialists in the graphic arts and printing industry. “Candidates are now looking to get a lot more bang for their buck and they’re doing it through personalization.”
With targeted data management, Newburyport and area candidates are taking advantage of digital print, starting with fundraising material up to election propaganda. With targeted material using party membership or voter lists, local printers are busy with reply card or postcard printing in conjunction with direct mail pieces. Because most campaigns react to current events and voter attitudes, material can get more personalized as the Election Day draws near.
The 2012 drive will also be the first year that QR codes, or Quick Response codes, are used on the campaign trail in political direct mail pieces, enabling candidates and their teams to tweak messages as the issues change. The two-dimensional bar codes are easily generated and will link smart phone users to websites, blogs, digital photos and social media pages.
Regan noted that his company expects to place more digital print professionals in the industry to keep up with the demand during the 2012 campaign.