∆ Variable Printing- (concepts/writing)
Electronic mediums have become communication racehorses. The speed of getting your message out is getting faster and faster. One would think it also the best way to find customers. Yet, it remains difficult to reach new customers due to spam blockers and unlisted cell numbers. Studies have shown that direct mail is still a valuable, economical way to reach people and gain response. Personalizing the direct mail with the customer's name can increase response from the typical 1-5% to as high as 30% - the power of one-to-one marketing. Add a PURL to the direct mail, and you have the ability to capture their contact information, deliver additional information, and create a new customer relationship - all with a winning combination of traditional print and modern digital.
Partnering with a printer in New Berlin, and WeberWorks for design in Green Bay, I worked to create a postcard series targeted at specific vertical markets. Construction and Home Remodeling was one of those vertical markets. I concepted ideas with the graphic designer and wrote copy to create this series (one of several) to capture this vertical market.
I concepted and wrote a marketing series to promote the printer's online store to the Milwaukee Home Builders Association. Here is one example:
∆ Drawing on all backgrounds - design, copywriting, photography and strategy, I partnered with an excellent designer to develop this strategic and creative series.