Print & Direct Mail Campaigns

In a wholly digital world, there's something innately different about a return to traditional, tangible means of communication. When done right, the tactile nature of print campaigns can help bridge the gap between digital and real-world customer experiences. Everything you see below has an additional human or digital component to ensure the print piece stands apart from the typical cold sell destined for the recycle bin.

Grand Hyatt San Antonio: Moments of More

The popular convention center hotel at the heart of San Antonio was looking for a way to reenergize an outdated B2B client list and boost conference room bookings for Summer 2017. With a bit more traditional approach in mind, I led the team to create a three-phase strategy that took the potential client from a simple tabletop gift to a personal sales pitch.

The first phase was a set of drink coasters for the meeting planner's desktop. The coasters featured four prominent San Antonio landmarks—the River Walk, Tower of the Americas, Historic Market Square and the Grand Hyatt—to showcase the many reasons to host a meeting or event in the culturally rich Texas city, without being too straightforward or salesy. 

The second phase was a postcard mailed the following week. That piece included a set of meeting offers, meeting space details and photographs, and highlighted the hotel differentiators with a more direct call-to-action.

While the first two phases were intended as icebreakers, the final phase was a Sales Team blitz in the form of a direct call to each client, closing with a personal touch.

Oregon chai: Cafe My House

The nationally recognized chai tea brand was in need of a big awareness boost of its brand new line of cafe latte concentrates—an atypical departure from its well-known hero product. I managed the team to develop Cafe My House as a sampling strategy to bring some of the brand's most loyal advocates in-store to experience the product firsthand. 

Social Media Promotion and Trifold Coupon Mailer

Cafe My House was developed as a social media giveaway where Oregon Chai's Facebook fanbase had the opportunity to sign up for a coupon for a free carton of Oregon Cafe Latte Concentrate. Dialing up the urgency and exclusivity, we limited the promotion to 4,000 signups each day for 10 days, causing Cafe My House to spread like wildfire across social media.

Within a week of the promotion wrapping up, the trifold coupon mailer was sent out to each of the 40,000 participants.

Goals and results:

• Drive in-store traffic: Incentive of free product got some of our best brand advocates in-store to learn the aisles and shelves where Oregon Cafe was located.
• 13% redemption rate: Requiring signups forced users to take action, ensuring a higher redemption than any cold sell direct mail piece would have received.

TEXAS INDUSTRIAL REMCOR: ALWAYS ON

On the heels of leading the family-owned industrial sprayer valve company through a major rebranding, I helped the sole-woman sales team (and president of the company) to develop a touchpoint that would showcase the brand while giving just the right amount of new product information to potential clients.

Sales Meeting Leave-Behind

The second initiative (below), was a customizable folder and sell sheet leave-behind to give potential clients a reminder of the specifications and details of each of the new and hero product lines. The branded folder allowed the salesperson to customize and reorder the contents to best fit the client's needs, with a call-to-action to visit the website for more information or to call and speak with an engineer directly.

Customizable Sell Sheets by Category