Worst Campaign Direct Mail of 2010

Ladies and gentlemen, one piece of campaign literature has captured my attention so effectively today that I've broken my self-imposed holiday breather to call it to your attention.

My friends, I give you the Single Worst Campaign Direct Mail of 2010. And it's still only 2009.

Today I received (and apparently so did the Honorable Jill Miller Zimon of Pepper Pike) a super slick, super glossy 6x11 postcard in the mailbox today. On the front, a fireworks display with the headline "Independent's Day" and the date "January 13, 2010" (along with "For Cuyahoga County" and a candidate's website.) On the back, a typography project calling on voters to "Celebrate Independence from the Old Ways."

Yippee. Where do I sign up?

The campaign mailer for "Independent" (Get it?) County Executive Candidate Ken Lanci must have already cost a pretty penny to mail countywide. It's almost completely blank - minus a fireworks photo and the simple headlines. It doesn't tell us a thing about what it is or why we should read it. It certainly doesn't suggest I take action or prepare for something. In fact, the only action I took was to heave it in the recycle bin before realizing this might be a political piece. (My first instinct was "mattress sale.")

What this piece tells us right out of the gate, is that the independent candidate for Executive, Ken Lanci, isn't afraid to flush thousands of dollars down the drain on a worthless postcard, mailed during the holidays, hyping a date that apparently is for his formal entry into the race (I guess, since the date has no significance other than being the birthdate of American Idol contestant William Hung and the 42nd anniversary of Johnny Cash playing Folsom Prison).

One thing is for sure. I'll be among the first in line to check his campaign expenditure report. The glossy mailer is printed on quality stock and wouldn't be a cheap job unless Lanci owned a large commercial print house - which he does. It'll be interesting to see if he had his own company print the materials, and if so, how (or what) he paid for them. He's also apparently not shy about using his company address (1614 E 40th St, Cleveland, Ohio 44103) on his disclaimer as his campaign address.

It's too soon to tell if this is the type of "independence" Cuyahoga County voters called for last fall, but if first impressions are the most lasting, Ken Lanci's solo bid for County Executive isn't off to the type of start that instills confidence, enthusiasm, or "celebration."