Print advertising and direct mail remain effective due to their tactile experience, trust-building potential, precise targeting, and extended engagement. A well-designed print ad or direct mail piece can engage the senses, leaving a lasting impression on the recipient. This physical presence can evoke trust and credibility (as long as the creative is well executed) as consumers often perceive printed materials as more reliable than digital counterparts. Moreover, they linger in homes or offices, enhancing brand recall and deepening consumer connections compared to easily skippable digital ads.
PRINT & DIRECT MAIL
SUMMARY:
PRINT & DIRECT MAIL
OUR APPROACH:
The best approach to developing effective print ads and direct mail involves a strategic blend of compelling visuals and concise, persuasive messaging. Start by understanding your target audience and their needs, then craft a clear and attention-grabbing headline that communicates the key benefit of your product or service. Pair this with visually appealing graphics or imagery that reinforce the message and evoke an emotional response. Keep the design clean and uncluttered, ensuring that the layout guides the viewer’s eye naturally from the headline to the body copy, which should provide essential details and a compelling call to action. Consistency in branding and a memorable, unique selling proposition should be at the core of your creative strategy, ensuring that your print advertisement stands out and resonates with your audience.
CASE STUDIES:
BIRKENSTOCK
Magazine Print
OVERVIEW: Birkenstock is a renowned German footwear brand known for its iconic sandals and comfortable, contoured footbeds. Established in 1774, the company has a rich heritage in crafting high-quality, orthopedically designed shoes that prioritize both style and comfort. Over the years, Birkenstock has expanded its product range to include various shoe styles, from sandals to clogs, and has gained a global following for its timeless and eco-friendly designs.
CHALLENGE: Birkenstock had embarked on a phase of significant innovation, leading to an extensive array of shoe styles that remained undiscovered by many customers. Their goal was to raise awareness about these new collections and clear inventory to create space for ongoing production.
STRATEGY: We developed a multi-channel campaign, including print centered around the cork bed and stitching as distinctive branding elements, crafting a visually captivating aesthetic to showcase the new products. Witty headlines complemented this to support the imagery effectively.
RESULT: The campaign achieved remarkable success, increasing awareness about Birkenstock’s complete design collections while efficiently clearing inventory to create space for ongoing innovations and production.
BIRKENSTOCK
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BIRKENSTOCK
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BIRKENSTOCK
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USS HORNET MUSEUM
Small Space Print
OVERVIEW: The USS Hornet Museum is a historic naval aircraft carrier museum located in Alameda, California. The museum is housed on the USS Hornet (CV-12), an Essex-class aircraft carrier that played a significant role in WWII, Korea, Vietnam, and the Apollo program. The USS Hornet Museum offers an immersive experience, allowing visitors to learn about naval aviation, space exploration, and military history while touring a piece of living history.
CHALLENGE: The museum was experiencing a time of stagnant visitor numbers and needed to raise awareness, boost donations, and re-ignite a vital influx of new visitors to ensure that the “ship” stayed afloat during a challenging recessionary period.
STRATEGY: We implemented a dual-targeting strategy, creating a dynamic multi-channel advertising campaign comprising out-of-home (OOH), print, posters, radio, and TV channels. The dual approach was innovative in enabling us to tailor the messaging appropriately for each target audience.
RESULT: The dual campaigns proved to be a tremendous success, accomplishing the dual goals of increasing visitor numbers and securing financial support, which has been instrumental in ensuring the continued operation of the ship to this day.
TRINET HR
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TRINET HR
Magazine Print
OVERVIEW: TriNet HR is a comprehensive human resources outsourcing and consulting firm that empowers small and medium-sized businesses to focus on their core operations while ensuring their HR needs are expertly managed. With a wide range of services encompassing payroll processing, benefits administration, regulatory compliance, and HR guidance, TriNet HR acts as a strategic partner, helping companies navigate the complexities of HR management.
CHALLENGE: TriNet wanted to reach CEOs to increase brand awareness and generate leads. They sought an anthemic theme that would generate buzz and communicate TriNet’s primary value proposition: providing CEOs with the space and freedom to concentrate on their core responsibilities.
STRATEGY: Our creative concept involved showcasing prominent historical figures to illustrate the profound impact of staying dedicated to a mission without getting bogged down by administrative tasks, highlighting the epic results of such unwavering focus.
RESULT: By implementing this concept across a wide array of channels in an extensive campaign, we effectively generated industry excitement, heightened awareness among the target audience, and further solidified TriNet’s core brand positioning.
TRINET HR
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TRINET HR
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MAYO FAMILY WINERY
Small Space Print
OVERVIEW: Mayo Family Winery is a family-owned winery in California’s Sonoma Valley. With a legacy dating back to 1993, the winery is celebrated for its commitment to crafting exceptional, small-lot wines that showcase the unique terroir of the region. Mayo Family Winery is not only recognized for its excellent wines but also for providing a warm and inviting tasting experience for visitors, making it a beloved destination for wine enthusiasts.
CHALLENGE: The winery aimed to boost its brand recognition among wine country tourists and San Francisco/Oakland residents, enticing them to explore the winery and its exceptional reserve room.
STRATEGY: Our approach was to craft a distinct design style, seamlessly integrating it into their advertising to position their brand as a high-quality winery committed to the art of winemaking and sustainable practices.
RESULT: The campaign achieved remarkable success by effectively reaching new audiences and boosting attendance at the winery and the reserve room. Furthermore, they enjoyed the powerful headlines and the overall visual appeal crafted within the advertising print campaign.
Fact:
Direct mail, when executed with compelling creative, has demonstrated its effectiveness in reaching and engaging target audiences. According to a study conducted by the Data & Marketing Association (DMA), direct mail response rates have experienced a resurgence, with a 5.3% response rate for house lists and a 2.9% response rate for prospect lists in 2023, both marking significant increases from previous years. Furthermore, the Association of National Advertisers (ANA) reported that direct mail with strong creative not only captures attention but also drives action, with an estimated 84% of recipients taking action based on the content received. These statistics underscore the enduring value of direct mail as a strategic marketing tool, particularly when combined with compelling creative executions.
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OOMA
Direct Mail
OVERVIEW: Ooma is a company that provides innovative communication solutions for businesses and residential customers. Known for its Voice over IP (VoIP) technology, Ooma offers cost-effective and feature-rich phone services, including cloud-based phone systems for businesses and residential VoIP services.
CHALLENGE: Ooma wanted a direct mail campaign targeting businesses, introducing them to Ooma and highlighting its advantages over conventional business services. Their objective was to craft DM with a strong impact that would resonate with its recipients and engage with the content.
STRATEGY: We conceived an inventive direct mail campaign featuring vivid imagery showcasing office workers in unusual situations. These captivating images were coupled with impactful headlines that effectively communicated the advantages of selecting Ooma as their preferred phone system provider.
RESULT: The direct mail campaign achieved tremendous success, resulting in a significant upsurge in website traffic, brand awareness, lead generation, and lead conversions. Due to its outstanding performance, the concept was adapted for social media to further capitalize on its effectiveness.
OOMA
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OOMA
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OOMA
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OOMA
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BANK OF MARIN
Newspaper Print
OVERVIEW: Bank of Marin is a prominent community bank based in Novato, California, serving the financial needs of individuals and businesses in the San Francisco Bay Area. With a strong commitment to local communities, the bank offers a wide range of personal and commercial banking services, including loans, mortgages, and business banking solutions.
CHALLENGE: Bank of Marin sought an avenue to connect with the local business community and raise awareness about newly developed business programs tailored specifically for enterprises in the area.
STRATEGY: We crafted a multi-channel campaign centered on the idea of honoring community business leaders. By sharing their stories, we infused case studies illustrating how the Bank of Marin helped in their success.
RESULT: The newspaper campaign achieved remarkable success, significantly enhancing awareness of the numerous business-centric programs developed by the bank. Furthermore, it played a strong role in reinforcing the brand’s positioning as a dedicated community-focused bank.
AMBASSADOR TOYS
Magazine Print
OVERVIEW: Located in San Francisco, CA, Ambassador Toys is a cherished toy store celebrated for its carefully curated collection of high-quality, distinctive toys. Moreover, the store takes pride in its dedication to offering a shopping experience catering to locals and tourists.
CHALLENGE: The toy store needed to drive higher foot traffic to all its four outlets during the holiday season, a critical period for businesses of its kind, while reinforcing its brand positioning as a community-focused business.
STRATEGY: We crafted a series of nostalgic ads to evoke the childhood Christmas experience while also highlighting the extensive range of gifts and services available at the store.
RESULT: The mission was accomplished by increasing foot traffic and revenue at all store locations and re-establishing Ambassador Toys as the premiere toy boutique in San Francisco.
AMBASSADOR TOYS
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AMBASSADOR TOYS
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AMBASSADOR TOYS
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AMBASSADOR TOYS
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MEDJOOL RESTAURANT
Magazine Print
OVERVIEW: Medjool, located in San Francisco, was a renowned Mediterranean and Middle Eastern restaurant offering a unique dining experience. Situated in a historic building with a rooftop terrace boasting panoramic city views, Medjool was known for its eclectic and flavorful menu, featuring dishes inspired by the rich culinary traditions of the Mediterranean.
CHALLENGE: Amid a restaurant boom in San Francisco, Medjool faced the challenge of distinguishing itself and capturing the attention of potential patrons in the bustling dining scene. They aimed to create awareness and draw visitors to their exceptional venue and amazing cuisine.
STRATEGY: We crafted a print campaign strategically designed for prominent San Francisco publications, featuring enticing, authentic food photography complemented by engaging headlines. This approach aimed to captivate the public’s interest and inspire them to explore Medjool’s food and venue.
RESULT: The campaign proved immensely successful, contributing significantly to the surging restaurant’s journey to becoming one of the most sought-after and prosperous dining establishments in San Francisco, a city with fierce competition of over 11,000 restaurants.
MEDJOOL RESTAURANT
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MEDJOOL RESTAURANT
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MEDJOOL RESTAURANT
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WENTE FAMILY ESTATES
Magazine Print
OVERVIEW: Wente Family Estates is a renowned, family-owned winery and vineyard in Livermore Valley, California. With a heritage of over 135 years, it stands as one of the oldest continuously operated family wineries in the United States. In addition to its exceptional wines, Wente Family Estates offers a range of experiences across its many attractions. These include a professional golf course, a sustainable restaurant, atmospheric caves for wine tastings, and Summer concert events, creating a multifaceted destination that showcases their commitment to winemaking excellence and a rich array of offerings for visitors to enjoy.
CHALLENGE: Wente aimed to develop a campaign that would spotlight the breadth of their offerings and underscore their brand as a distinguished winery renowned for crafting exceptional wines.
STRATEGY: We devised a modular design and structure for the ads, enabling us to spotlight each attraction individually while conveying to readers that Wente Family Estates has a wealth of additional offerings to explore.
RESULT: The campaign was a remarkable success. It solidified its brand’s positioning as an exceptional winery with outstanding products while bringing an elegant aesthetic to its advertising. Its triumph paved the way for its adaptation into various other marketing avenues.
