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It takes more than 60# Offset - Are You Giving Your Message the Best Foundation?

It takes more than 60# Offset - Are You Giving Your Message the Best Foundation?. Trina May, Greg Kestler, & Brian Belluomini GPA. Walk On Video Here. Situation Overview D ifferentiate direct mail from mass mail clutter Create a visual identity for the organization

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It takes more than 60# Offset - Are You Giving Your Message the Best Foundation?

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  1. It takes more than 60# Offset - Are You Giving Your Message the Best Foundation? Trina May, Greg Kestler, & Brian Belluomini GPA

  2. Walk On Video Here

  3. Situation Overview • Differentiate direct mail from mass mail clutter • Create a visual identity for the organization • Appeal to local community/target database

  4. 110# Champagne Pearl

  5. 100# White Felt Cover

  6. “During November and December, some 40% of all charitable gifts are reportedly received”. Mal Warwick Associates

  7. 80# White Gloss Cover

  8. 100# Cream Felt Cover

  9. “Direct Mail generated almost $8 of every $10 donated to nonprofits in 2009”. Fundraising Success Magazine

  10. Walk On’s Direct Mail Success • Actions • Focused on a Consistent Message • Leveraged Current Database of Participant’s Families, Board Members, Supporters and Volunteers • Enhanced Design & Quality of Direct Mail • Results • Maintained or Increased Response Rates • Grew Donor Base • Increased # of Volunteers • Widened Demographic Reach

  11. “70% of brand decisions are made in-store”. POPAI (Point-of-Purchase Advertising Institute)

  12. “80% of consumers make their specific purchasing decisions during the 8 seconds they stand in front of product”. Sam Walton School of Business University of Arkansas

  13. “Three quarters of consumers who notice an in-store advertisement are likely to buy the advertised brand”. Study by BMRB www.bmrb.org

  14. World of POP Video Here

  15. Aisle Violators Common Material Styrene • Multiple Gauges & Opacities • Double or Near Dead Opaque Alternate Materials Rigid Vinyl • Multiple Gauges • One Opacities SBS Board • Multiple Gauges • Lack of Durability Considerations • Placement Environment

  16. Shelf Wobblers Common Materials Rigid Vinyl • Multiple Gauges • Very Durable Synthetic Paper • Multiple Gauges • Very Durable Alternate Materials Styrene • Brittle & Tears Easily Paper Board • Tears & Bends Easily Considerations • Placement Environment

  17. Floor Graphics 2-Step Process Base Film • White or Clear Vinyl • Adhesives varies based on placement location (hard floor, carpet, sidewalk) Overlaminate • Gloss Smooth or Matte Textured Considerations • Placement location & condition of floor

  18. Window Signage Window Cling Vinyl • White or Clear • No Adhesive – Wets out & “clings” to glass (Static Cling) Considerations • Placement Interior/Exterior • Application

  19. Window Signage Low Peel Vinyl • White or Clear • Adhesive removes cleanly from glass up to 6 months Considerations • Placement Interior/Exterior • Application

  20. Window Signage ClingZ® • White or Clear • No adhesive – sticks with embedded static charge Considerations • Placement Environment

  21. Two-Way Signage

  22. Two-Way Signage 2-Step Process Clear Window Film & Barrier Film • Clear Window Cling • Clear Low Peel Vinyl • Clear Permanent Polyester Opaque Film & Optically Clear Mounting Laminate • Opaque Polypropylene • Near Dead Opaque Styrene • Stop-lite Board Considerations • Show-through • Duration of Signage • Application

  23. Backlit Signage Common Materials • Translucent Styrene • Polycarbonate • High-Temp Backlit Polyolefin Considerations • Location of Light Box • Indoor vs. Outdoor

  24. Green Alternatives Ultra Green Tree Free Paper • Multiple Gauges • Moisture resistant Recycled Polyethylene with 35% PCW (gallon milk jugs) • Multiple Gauges • Very Durable • Colors InCycle expanded PET with 50% PCW (water bottles) • Light as a feather • Scores and folds • Lacks opacity Considerations • Commitment to Green

  25. Any Questions?

  26. Things To Think About Does your direct mail get the response you want? Can you deliver your brand message in 8 seconds? Does your message have the right foundation? Stand Out! Get Attention!

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