Featured Project: Direct Mail Postcards

PROJECT:  Multiple-version direct mail postcards. Various quantities of each version. Fronts are all common copy, 4 color change on the back of each version.

GOAL:  Through careful copy-writing and well-planned design, our client achieved multiple goals: they were able to stress the importance of creating an attractive store and display, and demonstrate their commitment to their client by introducing a new support program and district account executive to help them with that effort. The piece included a perf-off business card so they could keep the account executive's name and contact info handy as well.

PROCESS:  In this case, we received print-ready art from the client - they knew ahead of time exactly what they wanted to accomplish. The most important thing we could do is to make sure that we plan the project in the most efficient way, without risking any of the beautiful design elements. We made sure we did cost-saving combo runs, bought the paper right, planned and executed the perforation in the best and most cost-efficient way (it needs to tear apart when it gets there, not en-route), and we needed to make sure it was mailed in the least expensive way.

RESULTS:  It's a little early to tell exactly how successful the mailing will be since it is scheduled to mail within the next few weeks (timing is everything!), but production went flawlessly because of the collaboration between the client and Highlight during the planning stages.

NOTES:  This is the perfect example of when it is appropriate to do a direct mail piece rather than just sending an email or posting a notice on the website. First of all, our client's product looks beautiful and eye-catching in print. It just doesn't have as much "wow" factor on a computer screen. Additionally, a printed notification like this carries more weight with clients than a quick email that has been zipped off. Also, in this particular case, the postcard included a sort of "leave-behind" for future reference. This piece will still be doing its job long after the postcard is thrown away, or if they had emailed, certainly long after the email had been deleted. Highlight Printing is a well-respected Minneapolis printer that focuses on the complete needs of the client from creative to offset printing and digital printing, 3M Post-It notes, bindery, warehousing, fulfillment, mailing, and distribution. Our latest offerings include web-development and promotional products. Please contact us @ 612.522.7600, sales@highlightprinting.com or check us out on the web at www.highlightprinting.com


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