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Job #1468 DIRECT MAIL
Situation: Dianne needs to execute a direct mail campaign for her client. She has great ideas for creating an involvement mail piece. Her vision includes pop-ups, scratch-offs, and personalization. She must come up with costs, including postage, that meet the budget.
Old Way: Dianne puts together comps and gets the mail list for estimated postage. Dianne chokes when she sees the estimated postage is $270/M. She removes the involvement pieces from the direct mail piece to lower the cost to meet the customer’s budget. The final product, a multi-component letter with outside inkjet addressing fails to beat the client’s control. Dianne wistfully dreams of what might’ve been.
Page Way: Dianne puts together comps and sends the mail file to Page/International Communications. Page plans the mail drop based on co-mailing with other mail pieces. Dianne saves postage with direct entries at SCF’s nationwide. “By the way Dianne, if you change the mail piece design slightly you can qualify for barcode discounts.” The final result is Dianne’s vision perfectly executed – on budget with all the trimmings. Dianne dips her toes in the pool of success as her concept crushes the control.
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