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Maine begins postcard notification campaign to cut costs

Maine has announced a unique change to its method of notifying its citizens when it is time to renew their driver’s licenses. Originally, the notification came in the form of large packets – an inefficient and costly practice. The new plan, outlined in a press release Tuesday, will drastically cut down on paper use and costs by mailing simple graphic postcards to Maine residents who need to renew their licenses.

The state was mailing up to 220,000 license renewal packets annually, costing about 78 cents per packet. The new postcard plan will cost about 37 cents per notification and contribute to state savings of up to $90,000 annually. It will also significantly cut the amount of paper consumed by the state.

“We save taxpayer money, citizens get the information they need on a convenient reminder card that can be placed on the refrigerator door or some other conspicuous place, and we reduce our environmental impact,” said Maine Secretary of State Matthew Dunlap. “It’s a win all the way around.”

The initiative symbolizes the evolving relationship between print and digital advertising. As the web allows for more and more information to be stored online, some material still requires tactile print notification. Maine’s postcard campaign perfectly exemplifies this trend.

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