It’s official: primary season is here. While there are lots of indications that the 2012 election is heating up – candidates are announcing, campaigns are staffing up, debates are being scheduled – many of these early-stage maneuvers only impact the ultra-insider types that live and breathe politics.
It’s a milestone in every presidential election cycle when candidates begin reaching out to voters en masse via their front doors, phones, and mailboxes. The first 2012 candidate to do this in New Hampshire should surprise no one: it’s acknowledged frontrunner Mitt Romney. Romney dropped his first direct mail piece earlier this week, a move that will only increase his name ID and status as the guy to beat.
The glossy tri-fold mailer keeps things relatively simple, emphasizing Romney’s established “Believe in America” campaign slogan and the call-to-action message “Let’s Get to Work.” The former Massachusetts governor often mentioned for his signature head of hair appears in the shirtsleeves and jeans he has been wearing on the campaign trail; a clear departure from the more buttoned-up look he favored during the 2008 contest.
Opening up the mailer reveals a simple letter signed by Romney and emblazoned with the message “New Hampshire, Let’s Get To Work.” In the letter text Romney emphasizes his announcement in the Granite State and states, “Our campaign to restore American greatness begins in New Hampshire.”
Veteran NH Republican strategist Mike Dennehy thinks Romney is doing the right thing at the right time. “It’s a simple and effective way to capitalize on his announcement,” said Dennehy, “And hitting the electorate to recruit supporters and volunteers while his image is very good is a smart and necessary move for the campaign.”
Romney announced his candidacy for the Republican presidential nomination last Thursday at Stratham’s Scamman Farm, drawing an estimated crowd of 1,000 people. An ABC/Washington Post poll released earlier this week put Romney in a dead heat with President Obama in a head to head matchup.