www.printForum.info

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– Differentiate direct mail from mass mail clutter– Create a visual identity for the organization– Appeal to local community/target database

110# Champagne Pearl

100# White Felt Cover

“During November and December, some 40% of all charitable gifts are

reportedly received”.

Mal Warwick Associates

80# White Gloss Cover

100# Cream Felt Cover

“Direct Mail generated almost $8 of every $10 donated

to nonprofits in 2009”.

Fundraising Success Magazine

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

“70% of brand decisions are made in-store”.

POPAI(Point-of-Purchase Advertising Institute)

“80% of consumers make their specific purchasing decisions during the 8

seconds they stand in front of product”.

Sam Walton School of BusinessUniversity of Arkansas

“Three quarters of consumers who notice an in-store advertisement are likely to buy the advertised brand”.

Study by BMRB www.bmrb.org

World of POP Video Here

Aisle ViolatorsCommon MaterialStyrene• Multiple Gauges & Opacities• Double or Near Dead Opaque

Alternate MaterialsRigid Vinyl• Multiple Gauges• One Opacities

SBS Board• Multiple Gauges• Lack of Durability

Considerations• Placement Environment

Shelf WobblersCommon MaterialsRigid Vinyl• Multiple Gauges• Very Durable

Synthetic Paper• Multiple Gauges• Very Durable

Alternate MaterialsStyrene• Brittle & Tears Easily

Paper Board• Tears & Bends Easily

Considerations• Placement Environment

Floor Graphics2-Step ProcessBase 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

Window Signage

Window Cling Vinyl• White or Clear• No Adhesive – Wets out & “clings”

to glass (Static Cling)

Considerations• Placement Interior/Exterior• Application

Window Signage

Low Peel Vinyl• White or Clear• Adhesive removes cleanly from

glass up to 6 months

Considerations• Placement Interior/Exterior• Application

Window Signage

ClingZ®

• White or Clear• No adhesive – sticks with

embedded static charge

Considerations• Placement Environment

Two-Way Signage

Two-Way Signage2-Step ProcessClear 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

Backlit SignageCommon Materials• Translucent Styrene• Polycarbonate• High-Temp Backlit

Polyolefin

Considerations• Location of Light Box• Indoor vs. Outdoor

Green AlternativesUltra Green Tree Free Paper• Multiple Gauges• Moisture resistant

Recycled Polyethylenewith 35% PCW (gallon milk jugs)

• Multiple Gauges• Very Durable• Colors

InCycle expanded PETwith 50% PCW (water bottles)

• Light as a feather• Scores and folds• Lacks opacity

Considerations• Commitment to Green

Any Questions?

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!