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Capital Printing Corporation (CPC) was challenged to develop a direct mail piece to introduce their two environmentally-friendly certifica¬tions, Forest Stewardship Council (FSC) and Sustainable Forestry Initiative (SFI), and to announce that a portion of the plant had been converted over to green power. The goal was to target existing clients and attract new ones, especially agencies.
Rizco Design, a seven-year client of CPC, was enlisted to take on the task of creating a piece that would make a “green” statement in both its design and message. Knowing that printing and paper choices have a major impact on the environment, the goal was to make sustain¬able design choices throughout the process. That included minimizing resources, choosing FSC certified paper stocks and turning to vendors who utilize wind power.
Brown-bag, kraft envelopes were selected to deliver the mailer to existing and potential clients. Organic in feeling, the envelope set the tone for the environmental message that was delivered through this mailing. The final piece was a tri-fold brochure titled Nurture Nature Empower that featured an origami heart, tree and wind mill. The look and feel of the piece tied CPC’s announcements and educational infor¬mation about printing and the environment together. The inside of the brochure included a pocket that housed a business card and patterned sheets with directions on how to make your own origami replications. This dimensional leave-behind acted as a reminder that CPC is an envi¬ronmentally friendly vendor.
Quantity produced: 1,500
Design Firm: Rizco Design, Manasquan, NJ
Envelope Supplier: EnvelopeMall.com
Offset Printing: Capital Printing Corporation, Middlesex, NJ
Photography: Julia Diebold, PhotographyByJulia.com
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Art Director's Club of New Jersey
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The challenge for any call for entries campaign is to evoke a response. Rizco Design, a New Jersey based design company, decided to sprinkle some “green” while designing the call for entries for the Art Director’s Club of New Jersey, themed “Jersey Produce: Organic design grown to perfection.”
The design team worked to fit the invitation, call for entries postcard, awards hangtag and brochure cover all on one press form to allow for color consistency, cost effectiveness and to minimize the amount of paper and other resources used. All of the components were offset printed with limited ink coverage; four, flat, PMS colors on Mohawk, Beckett Concept, Ocean Mist #80 Cover. The paper is made from 100% postconsumer waste fiber, is FSC-certified, carbon neutral, Green-e certified and Green Seal certified.
The eco-friendly envelope was made from 50 per¬cent total recycled fiber, including 30 percent post consumer waste. Metallic gold engraving was selected to add elegance, gain visibility in the mail and ensure a recyclable end product.
Quantity produced: 400
Design Firm: Rizco Design, Manasquan, NJ
Envelope Supplier: EnvelopeMall.com
Envelope Engraving: Precise Continental, Brooklyn, NY
Offset Printing: CMYK, Saddle Brook, NJ
Photography: Mike Tesi
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Philadelphia and Boston Magazines
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Unfortunately, for several years, circulation numbers for Philadelphia and Boston magazines were falling.
MetroCorp Marketing turned to Vertis Communications to help reverse that trend.
Vertis and MetroCorp diagnosed the problem: the use of the same, “run-of-the-mill” subscription offers sent via mail. In response, they crafted the solution: a more creative and bolder look. Changes included a faux label printed on the outside of the outgoing envelope that mimicked a more expensive, pressure-sensitive label and four-color images of the magazine covers printed on the offer letter.
Although production costs rose 133 percent, the postage and list rental costs did not change, and the net cost per subscription was reduced. MetroCorp saw a dramatic increase in response rates, making up for the extra costs several times over.
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John Hopkins Alumni Association
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The Johns Hopkins Alumni Association needed a unique and engaging format for its alumni renewal campaign. They selected Vertis Communications’ PlyPak® format in the square configuration because the envelope opens fully and every inch can be used for messaging, alumni photos and the university’s elegant crest logo.
The PlyPak still functions as a traditional envelope allowing mailers to include multiple elements such as a separate cover letter, brochure, lift letter or DVD.
“We are pleased to partner with the Johns Hopkins Alumni Association because they have a strong message, which can be delivered with impact in this eye-catching format,” said Michael Mostick, sales executive for Vertis Communications.
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U.K.’s Training And Development Agency for Schools
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To grab the attention of prospective physics teachers in the United Kingdom, Draft FCB sent recruiting materials in an envelope that featured a falling penny in a window and asked the question, “How fast does a penny drop?” The answer, found on the inside booklet: “It depends on the atmosphere you create.”
Awarded the Direct Marketing Association’s prestigious International Silver ECHO in October 2006, the Draft FCB campaign blends direct mail, e-mail, and online strategies.
“Each envelope speaks to the individual audience’s creativity and intelligence—it engages them, encouraging them to open the envelope and read the materials inside,” said Sid Liebenson, Draft FCB executive vice president and director of marketing.
In its first year, the campaign delivered a 26 percent response rate. More than three-quarters of these responders went on to join a teacher training course.
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