OUR COVER
USPS-Approved Repositionable Sticky Notes Adding a repositionable note (or RPN) to direct mail is a great way to point readers to the action you want them to take, but there are some USPS rules you’ll need to follow.
The Year of Rebranding TIPS FROM COMPANIES TO CHANGE THINGS UP IN 2019
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The first rule is to ensure that your RPN has been sourced from a USPSapproved vendor. Find a list here: goo.gl/XGdfkZ. Next up: placement. For letter-size mailpieces, the RPN must be attached to the address side parallel with the length and be at least 1/2" from the left and bottom edge and 3/8" away from the left side of the address. For flat-size mailpieces, the RPN may be on the address side or nonaddress side but it may only be placed in specific areas (see diagram below).
4 1/2"
GLUE STRIP
Address side
GLUE STRIP
GLUE STRIP
GLUE STRIP
GLUE STRIP
FLATS: Direction through machine
GLUE STRIP
GLUE STRIP
Nonaddress side
Bottom of envelope or bound edge Place RPNs anywhere in this area
FREE RESOURCE INSIDE: 2019 Commercial Postal Rate Sheet
VOL. 9, ISSUE 1, 2019 Shawmut Communications Group | shawmutdelivers.com
Following these two rules, particularly using an approved vendor, will get you most of the way there. However, there are a few other rules for RPNs: • Size: 3 × 3" (± 1/8") • I nks: No phosphorescent or red fluorescent inks • A dhesion: Must be adhered by machine and have at least a 3/4" adhesive strip
FREE SAMPLE INSIDE: A brand new Glow-in-the-Dark Print Substrate!
USPS POSTAL RATES FOR 2019
FEATURED
Glow-in-theDark Print FEATURED
The 2019 USPS postal rates took effect on Sunday, January 27th and it’s important for direct mailers to know how the rates will affect them. To help you get familiar with the new rates we’ve included a perforated rate sheet for 2019. Overall, experts say to plan for a 5% increase to your postal budget. There are some hefty rate increases among the most popular mail classes, but there are still a number of commercial mailing services that will ease the impact on your budget. Take a look at our recent blog post for more information on optimizing direct mail programs and postage savings options. To offset rising postage costs, take advantage of USPS direct mail promotions which begin in February and run through the calendar year. Along with a 2% savings on postage, the USPS promotions can help you improve the ROI of your direct mail campaigns—making it a win-win for marketers. Each promotion incorporates direct mail best practices and encourages marketers to test new approaches, add interactivity, link to digital channels, and make mail more engaging for consumers. Look inside for our 2019 postal promotions calendar.
FEATURED EXPERTS Alison Morey Senior Trade Marketing Manager, A.T. Cross. Kelly Ottaviano Marketing Manager, obp Kyle Harper Marketing Analyst, Harvard University
Textured Papers
Top Three Trends to Marketers Expect 18 Dominate in 20
According to Neenah Paper, there are four of print essential elements Message, design: Audience, Paper, and Print. When and carefully considered four artfully executed, these basis for elements form the nication. memorable commu r And when you conside prefer that 70% of people on reading on paper versus critical screens, it becomes yields a to select paper that n. reactio powerful
HOW A WELLDESIGNED WORKPLACE CAN IMPROVE PERFORMANCE That’s precisely what first we’ve done with this ne issue of Tactics magazi in 2018. To grab your a attention and to elicit physical reaction, we’ve® IC used Neenah CLASS stock Techweave Digital cover. for our
more Inside, you’ll learn we’ve about the changes made to Tactics this grab year—but if we didn’t the your attention from have not cover, you might s your noticed. Paper impact , and it engage to n decisio before communicates value you read the first word. with That’s why we agree that our partners at Neenah nt paper is just as importa e, as your audience, messag quality and of course the
VOL. 8, ISSUE 2, MARCH/APRIL 2018 of the print. Shawmut Communications Group | www.shawmutdelivers.com
INSIDE: FREE RESOURCE tal Rate Sheet 2018 Commercial Pos
When you think of glowin-the-dark products, it may conjure up the image of novelty items like glow sticks and keychains. Or you might recall a toy or game you had as a child. Rarely do you think about marketing materials or practical business applications. But new glow-in-the-dark print substrates—like AlumiGraphics GLOW— may change that.
FEATURED
Dielines a Personaliz
It’s human nature t something that’s o ordinary. That’s wh print and direct ma generate high resp
Inside you’ll find a s that we created for a creative dieline. W this piece flat so you how the dieline wor assembled, you’ll ha holder with your nam
Marketers may not always have adequate lighting for their printed materials, and adding light comes with additional costs, vendors, installation or equipment to consider. Fortunately, there are now print substrates that glow so you can take advantage of dimly lit areas.
But your name is no only thing that make piece unique. If you colleague that gets T compare your pencil and notice that each is different.
Glow-in-the-dark substrates are photoluminescent, so they “charge” with a light source. By designing your piece with the negative space in mind, your message or image will glow when the lights go out (check out our sample on the inside cover). It’s the perfect application for interior or exterior walls and walkways in public buildings, hospitals, event venues, amusement parks, stadiums, universities, hotels, and more.
We created thousand of versions in minute a variable data printin (VDP) technique know dynamic personalizat It uses a vector PDF fi “Seed file”) to transfo the design randomly.
How Marketers Can Harness the Power of Automation with Web-to-Print Technology
This piece is a great e of how technology an can work together. In we delivered a unique and a personal, interac experience for each re With VDP and resource our ready-to-go dieline templates you don’t ha sacrifice creativity to m your timeline.
Intrigued? Learn more about AlumiGraphics GLOW inside and check out our sample in the dark!
Get in touch to talk ab your next project or si up to get our dieline o the month.
FEATURED
VOL. 8, ISSUE 3, MAY/JUNE 2018 | www.shawmutdelivers.com
Ultimate The Shawmut Communications Group in Recycled Papers
2018 JANUARY/FEBRUARY VOL. 8, ISSUE 1, tions Group Shawmut Communica Brought to you by
Not all recycled papers are created equal—as you’ll see in our feature article and fold-out infographic. The amount of recycled content in your paper matters. Some “recycled” stocks only contain a small percentage of recycled materials and the rest is made from virgin fiber. In other cases, artificial brighteners—which are harmful to the environment— are added to fibers to make the paper suitable for printing. That’s why it’s important to look beyond the label and really understand how your paper is made. This issue of Tactics was printed on CyclusPrint 74# cover and 101# text—one of the best recycled papers on the market. Cyclus delivers across all three pillars of
How Sustainable is Your Paper Choice? Learn Why Recycled Content Matters.
sustainability—people, profit and planet—so you can feel good about your paper choice without breaking your budget.
• 100% recycled
Did you notice the snowflakes on our cover? If you’re reading this column, we bet you did. In fact, you probably ran your fingers over them a few times, noticing the raised texture—and that’s the point!
Hey John! of s an issue Don’t mis k in 2019. Loo tics Tac your ew ren inside to today! subscription
I Can Do that with Print ?! • FSC Certified
• Made without artificial brighteners
• Consumes fewer natural resources and helps preserve forests • Reduces accumulation of waste • Requires less water and energy
• Creates local employment
VOL. 8, ISSUE 4, JULY/AUGUST 2018 Shawmut Communications Group | www.shawmutdelivers.com
Raised Print
Why we love Cyclus:
• Reduces carbon emissions
VOL. 8, ISSUE 5, SEPTEMBER/OCTOBER 2018 Shawmut Communications Group | www.shawmutdelivers.com
FEATURED
• Offers a unique look and feel
10 PRINT TECHNIQUES THAT WILL SURPRISE AND DELIGHT YOUR CUSTOMERS
VOL. 8, ISSUE 6, NOVEMBER/DECEMBER 2018 Shawmut Communications Group | www.shawmutdelivers.com
Don’t miss another issue! Join your peers and claim your free subscription to Tactics Magazine.
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Now that we have your attention, you might be wondering how we created this effect. We digitally printed our cover with HP Indigo Transparent ElectroInk. That’s it! No special die or additional machinery required. Unlike thermography, which requires specialty ink and powder along with multiple production processes, digital printing is a simple and powerful way to create high-impact direct mail, signs, packaging, business cards, and more. Raised ink for digital printing offers: • The ability to add personalization with variable data • No powder residue and clear, crisp print details • Finer detail and placement of raised print areas • The ability to add color to the transparent ink • A wide array of paper and substrates to choose from • An greener alternative to embossing, engraving, and thermography As you can see and feel, raised ink can help your brand stand out. By engaging someone’s sense of touch, you’ll create a stronger connection and it’s more likely that customers will remember your brand and message. In a few months, you might remember these snowflakes.
WELCOME
Calling Attention to Your Call to Action For those of us that work in marketing or communications, it can be discouraging to know that only a fraction of the content we put into the world is consumed. We spend countless hours crafting a perfect message and pairing it with just the right design elements. Once the work is published we eagerly await likes, shares, phone calls, and emails. Unfortunately, more often than not, the feedback is underwhelming—or at least it feels that way. In direct marketing, the long-standing definition of success hovers around a 3% response rate. Anything higher than that and you should pat yourself on the back, right? Well if you’re like most marketers I know, this success still feels like a failure. After all, we want everyone to read our promotions word for word and fall in love with the design. Given the amount of work that went into your published piece, it certainly deserves more than a passing glance right?
easily be overlooked. That’s why every communication must draw audiences to the single-most important takeaway: the call to action. At the end of the day, your call-to-action (CTA) is the only message that matters— even if your piece is packed with other great content. That’s what we’ve done with this issue of Tactics. While the magazine is a labor of love for our team and we hope you enjoy the entire issue, our primary goal is to ensure that you subscribe to Tactics! Our free bi-monthly magazine is filled with expert advice and great ideas for marketers and designers. You’ve got nothing to lose by signing up. Subscribe today: shawmutdelivers.com/tactics-subscribe. Enjoy!
The truth is that buyers are just as busy as we are. They tune out emails and skim blog posts. Even direct mail which has one of the highest response rates can
Michael Peluso President
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CAN CONTENT MARKETING EXIST IN A NON-DIGITAL SPACE?
In our digital-first media landscape, the notion of going offline to experience content feels odd, but it shouldn’t. Sometimes we need to disconnect, and print is uniquely poised to serve up powerful, story-driven content marketing.
5
THE YEAR OF REBRANDING: TIPS FROM COMPANIES TO CHANGE THINGS UP IN 2019
Rebranding is an exciting process and a big undertaking. It’s important to have a well-defined strategy, budget and tactical list of items before you start. To help you get started, check out the advice from Shawmut customers and our rebranding checklist.
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6 USPS DIRECT MAIL PROMOTIONS THAT WILL SAVE YOU MONEY IN 2019
If you haven’t taken advantage of these postal discount programs in the past, it’s time to pay attention. In addition to postage savings, the USPS promotions can help you improve the ROI of your direct mail campaigns—making it a win-win for marketers.
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RINT HAS BECOME INCREASINGLY P VISIBLE IN THE DIGITAL WORLD
Marketers spend gobs of time creating content but how much is actually seen or read? Research shows that delivering the same content in print may result inShawmut more VOL. 9, ISSUE 1, 2019 visibility and greater engagement.
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Can Content Marketing Exist in a Non-Digital Space?
Sometimes, I just need to disconnect. Given the amount of time I spend on my computer— reading, researching, writing, scrolling around social media while pretending to do work— it’s no surprise that on occasion I get a little bit screen weary. In our digital-first media landscape, the notion of going offline to experience content feels oddly out-of-date, bringing to mind billboard-plastered highways, glossy retail catalogs, and a return to the direct marketing and paper advertising campaigns of the nineties. With all the attention given to marketing
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towards younger generations of digital natives and the pursuit of social media engagement, it often appears that modern content marketing is an entirely digital pursuit. But does it have to be this way? Rather than dismiss direct marketing techniques as relics of the past, should more marketers include a mix of digital and physical marketing in their content strategy? Could there be new opportunities for content marketers to excel using physical marketing techniques?
A Home for Content Before we dive into what physical content marketing can look like, we should address the potential challenges brands
face when deciding to explore marketing outside digital-only campaigns. First comes the issue of SEO. Digital content is able to contribute to brand SEO strategy, while physical marketing does not. Driving organic traffic to a website is so often the backbone of an organization’s content marketing strategy, a goal to which physical marketing is not well aligned. We also have the questions of cost and delayed returns. Digital content marketing offers a reliable, relatively fast way for brands to create and distribute content with minimal lag time. By comparison, tactics like mailings require brands to put in the same creation efforts, from ideation to graphic design, but include additional layers like printing and mailing, which add time and complication.
Image courtesy of Jakob Owens
Kyle Harper is a writer, editor, and marketer who is passionate about creative projects and the industries that support them. He’s worked with brands like Hasbro, Spotify, Tostitos, and the Wall Street Journal, as well as a bunch of cool startups. Currently, he is a marketing analyst at Harvard University.
These two attributes, however— the ease of creation and support for SEO—also lead to one of the most common downfalls for content-oriented brands. Supporting SEO is important, but what happens if you lose sight of your brand’s story in the process? What happens when, in service to speed to publishing, we forget to actually engage visitors with an experience and story that matters? Digital content that only serves to optimize your site for search isn’t content marketing. Story-driven content marketing, on the other hand, receives huge benefits from physical marketing techniques. Traditional collateral offers a wide range of ways to design your experience, from materials to packaging to delivery. A popup experience in an unexpected
place, like outdoor apparel brand The North Face’s recent pop-up in the Italian Alps, can create memories or stories that stick with visitors. A unique and valuable mailing can end up as a memento on a prospect’s desk or a useful tool in their briefcase (looking at you, pile of mid-quality, branded pens in my satchel). Perhaps most interestingly, modern physical marketing is basically an untapped channel. While some brands have begun entering this space, most contentoriented brands have stuck to digital mediums and left the physical space to advertisers. With such a vast landscape yet to be overwhelmed by competitors, how can your brand contribute to the physical space, and what could it return for your company?
these conversations are actually driven by a college’s brand—their prestige, their aesthetic, and the experiences and stories shared by their student communities. Towards this end, colleges have learned over time how to create interesting and useful packets that are full to the brim with stories, images, infographics, and other resources like checklists and maps to facilitate students’ first experiences on campus. Packets aren’t the only tool at marketers’ disposal either. Some content marketing brands have
Something Old & Something New While it’s relatively new spin on the content marketing formula, there are some standout examples of physical content marketing worth taking note of. One tried-and-true technique comes courtesy of universities: the college information and admissions packet. Colleges have been competing for students to join their communities for decades. While statistics and academic metrics are important factors in the decision-making process, much of
Georgetown and Northwestern admissions packets.
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found ways to push the limits of the physical marketing mold with their own novel-length pursuits. As part of HubSpot’s educational arm, some of their favorite speakers are producing fulllength books that provide readers an alternative to blogs or webinars. Skyword, a Bostonbased technology company specializing in content marketing, has expanded on this practice and entered into the publishing sphere with Storynomics, a book and an international seminar series that explore the intersection of storytelling and business. Despite the availability of digital content, readers seem to still prefer paper books, which means that we could see a rise in traditional “brand publishing.” Publishers have in fact already taken nods from content marketing material, with fullsize, social media-sourced books becoming a popular staple for lifestyle or fashion brands. The interest in these products tells us something extremely important: Web content doesn’t have to exist in a silo. The content we share digitally is still valuable to audiences in formats they’re familiar with, so social or blog content doesn’t have to remain confined to just those spaces.
Bringing Content Marketing into the Physical Realm Whether you’re trying to write a book, create an in-person
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experience, or send mail that delights, there are a few principles to keep in mind to ensure that your material effectively supports your content marketing.
Further an Experience First The key distinction between a traditional advertisement versus content marketing is the difference between an attention grab and a unique experience. While ads aim to interrupt, remind, or entice a viewer with purchasing incentives, content works to create relationships, present experiences, or meet a need that the recipient has. If your material just serves to promote a seasonal sale, you aren’t doing anything different from the 200 other mailings your audience receives. If you don’t want to end up in the junk mail pile, create materials that offer specific value. Focus on providing information, experiences, or stories in a way that you can’t digitally, even if it requires extra effort or resources.
Simplify the Step to Digital While you might be proud of all your new physical marketing materials, you should never focus just on a single channel. Your direct marketing should support, not replace, your lively digital content hub. Include QR codes, vanity URLs, or personalized URLs within the materials you distribute to make it easier for your audiences to continue a story or experience on your website.
The key here is that the next step should be more useful content— not a sales pitch.
Specialize, Don’t Spam Receiving a single postcard from a friend on vacation is a novel, enjoyable experience. Receiving a postcard every two days from that friend becomes an annoyance that quickly fills your recycling bin. While digital formats offer a way to keep cadence high without sacrificing novelty, physical formats should take care to provide quality over quantity. Capitalize on formats you can’t use online, invest in making the experience highly unique and valuable, and make sure each subsequent campaign is highly differentiated from those that come before it. Advertising numbs audiences with ceaseless material. Content should delight the recipient every time they discover it, receive it, or participate in it. I’m not entirely certain what the future of physical marketing holds for content marketers as audiences become increasingly pluggedin but also hungry for respite from their screens. What is clear, however, is that there is a massive opportunity for brands that want to be creative about engaging their audiences outside of their daily web-scrolling grind. Originally published in the Content Standard produced by Skyword. www.skyword.com/ contentstandard
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The Year of Rebranding TIPS FROM COMPANIES TO CHANGE THINGS UP IN 2019
Your brand is everything. A brand defines how customers see your company. It’s an image that’s built by every interaction a customer has with your company and its products. And that image is important. Seventy-seven percent of marketers say branding is critical to growth, according to Circle Research. But, sometimes a brand needs a refresh, or even, a reboot. If you’re thinking of rebranding your company in 2019, we have some tips to make your brand-overhaul a success. We talked with two companies, both Shawmut customers, that recently went through a rebrand to gather insights and advice on the process.
WHY COMPANIES REBRAND If you’re preparing for a rebrand, the first question to ask is, “Why?” “Companies rebrand for many reasons, but often times a rebrand is sparked by the evolution of a company,” Kelly Ottaviano, Marketing Manager at obp said. “A rebrand realigns a company’s public perception with its current purpose and mission.” That’s what happened at obp. The company matured during its ten-year history, shifting from medical devices marketed predominately for physician office procedures, to lighted medical devices used across all different markets, uses, and medical facilities. As a result, it was time to reposition the company. “Our shift in products represented a natural time for us to rebrand,” Ottaviano said. An evolved product strategy also sparked a rebranding for A.T. Cross, a manufacturer of fine writing instruments, timepieces, and personal accessories.
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A rebrand gives a company the opportunity to “breathe new life into the company and the way it’s perceived by the public,” Alison Morey, Senior Trade Marketing Manager at A.T. Cross and Shawmut Communications Group customer said. Alison was responsible for helping the company launch a rebrand in 2015. Product changes is a common reason for rebranding, but there are other reasons to brand, which include the ability to: • Reach a new demographic • Repair a reputation • R eposition a product or expand a product line • Reclaim a brand identity • Differentiate from competitors • Update a look Knowing the reason to rebrand is the first step in the process.
WHAT TO CHANGE Rebrands vary in complexity. From a simple logo change to a complete overhaul of all branddefining assets. For obp, the rebrand meant a change to their logo, website, branding colors, and a new tagline. “Since our company had matured, it was necessary for us to make topto-bottom changes,” Ottaviano said. “But that’s a choice every company has to make when they rebrand. What has to change?”
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3 BIG NAME BRANDS THAT EMBRACED REBRANDING 1. JOANN Jo-Ann Fabrics shortened its name to JoAnn. The name change is meant to emphasize the store’s plethora of craft supplies beyond fabric.
2. WW In an effort to embrace all-things-wellness, Weight Watchers changed its name to WW to turn its longtime weight loss focus to a broader health approach.
3. DUNKIN Dunkin Donuts dropped the “Donuts” from its name and is working on updating the interior of each restaurant to provide a fresher look for customers.
A rebrand can include many different components, like a new: • Company name • Brand colors • Tagline
The changes are driven by why you’re rebranding, Morey said. “The purpose of rebranding defines whether your changes are made on a small or large scale.”
TIPS TO REBRAND EFFECTIVELY Big brands often have teams of people to work through a rebranding, but it’s still possible to do even with a one or two person marketing department. Here are a few tips to rebrand in 2019:
ASK WHY Know why you want to rebrand. If there isn’t a good reason, don’t do it. It’s not something you should force, Ottaviano said.
DEFINE YOUR COMPANY’S CURRENT MISSION Your company has likely evolved, so take time to examine what your company’s mission is, what products you offer, and which customers you want to target.
PLAN FOR A LONG RUNWAY Rebranding is a big undertaking, Ottaviano said. In her case, there were just two people working on the rebrand, and it was a much bigger process than originally thought. To succeed, you need to create and execute a plan, and that takes time.
• Logo
PUT CUSTOMERS FIRST
• Messaging
All of your rebranding efforts should focus on the customer
• Typeface
Continues on page 8
REBRANDING CHECKLIST THE MATERIALS NEEDED TO LAUNCH YOUR NEW LOOK Updating or overhauling your brand is a tremendous undertaking. After all, your brand represents what your organization stands for and the visual identity you create will (and should) touch every corner of your business. Once your new brand strategy has been welldefined and agreed to by all of your stakeholders, we recommend creating an exhaustive list of items that will need to be rebranded. External marketing materials like your logo, business cards, and website are the obvious starting points but it does not end
there. By developing an exhaustive checklist of items, you’ll have a roadmap with which to move forward and an understanding of how the rebrand will affect your budget and timelines. Once you’ve developed your list, be sure to share it with team members to make sure nothing has been missed. To help you get started, here’s a quick checklist we use when working with customers who are going through a rebrand. Depending on your industry and product, your list may look a little different but this should be a good place to start.
CORPORATE IDENTITY
SIGNAGE
ADVERTISING & MARKETING
Logo
Exterior (buildings, parking lots, etc.)
Trade show booth/ banners/signage Promotional products
Colors
Interior (lobby, conference rooms, break rooms, wall decor, window graphics)
Brand Guidelines
Vehicle graphics
Tagline Fonts
STATIONERY
Staff apparel/uniforms
Business cards
PRODUCT/PACKAGING
Letterhead (electronic & printed)
Labels
Envelopes (#10, Booklets, BRM, etc.)
Manuals/Training Guides
Email signature PowerPoint/Presentation templates Folders Forms (invoice, quotes, memos, agendas, order forms, packing slips, purchase orders, etc.)
Box/Cartons
POP displays Brochures Print ads Product Sell Sheets Newsletters/magazine Direct mail Email templates Website Social media and banner ads Annual report Videos Billboard Radio TV Sales support materials (phone scripts, emails, collateral)
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Kelly Ottaviano is the Marketing Operations Manager for obp, a leading global developer of single-use lighted medical devices. Kelly manages marketing efforts including direct mail campaigns, tradeshows, and social media.
experience, Morey said. What do you want customers to learn from your rebranding efforts? How does it benefit them?
COLLECT CUSTOMER FEEDBACK Before launching a rebrand, ask customers what they think, Morey said. Too often, marketing teams assume their rebrand is on-point, but customers disagree. You may need to make changes to keep customers onboard.
EDUCATE CUSTOMERS
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as they put their ideas to paper. As
an organization, A.T. Cross Company continues to look to the future of
writing, as well as trends in leather accessories and gifting markets,
while maintaining a commitment to
the original concept of a great writing experience, which has kept end
consumers and business customers coming back for generations.
A.T. Cross Company is renowned for
fine craftsmanship showcased in both contemporary and classic styling, delivering to the highest quality
standards and customer satisfaction. We stand by our Cross, Sheaffer and Franklin Covey products, and all our writing instruments are backed by industry-leading guarantees.
unparalleled customer service and the
BRANDED GIFTING SOLUTIONS 2019
Rebranding helps companies redefine their customer image. While it’s often necessary and effective, it is a challenging process. But, armed with insights from marketing managers who have been through the process, you can brave the world of rebranding in 2019. quality decoration, premium packaging, fastest lead times in the industry are
the hallmarks of our organization. What
better way to make a lasting impression than with a product that has been Gifted For Generations.
CROSSCORPORATEGIFTS.COM
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© 2019 A.T. CROSS COMPANY, LLC PM5295
Alison Morey has 20 years’ experience in retail merchandising and a passion for reinventing standards to drive engagement. Alison is currently the Senior Trade Marketing Manager at A.T. Cross, bringing the Cross brand to life at the point of sale across select retailers and e-commerce sites in the Americas.
VOL. 9, ISSUE 1, 2019
WEB: OBPMEDICAL.COM
choice for millions around the globe
their customers’ expectations. Jewelry-
Shawmut
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access and illumination of the oral (mouth) and
Since 1846, Cross fine writing
without delivering above and beyond
8
EMAIL: SALES@OBPMED.COM
reprocessing requirements of reusable devices. With the new and innovative ONETRAC OMS,
instruments have become the tools of
No company has the longevity that
For many brands, rebranding education is done through print marketing. “Print is the vehicle to announce a rebrand,” Ottaviano said. “It validates and
complications and infections. Avoid the high risk
G IFT E D FOR GE NE R AT I ONS .
A.T. Cross Company has achieved
PRINT MARKETING’S ROLE IN REBRANDING
maxillofacial procedures is critical in reducing
A.T. Cross used print marketing as the first touchpoint of its rebranding. During a seasonal product launch, the company rolled out its new look with rebranded catalogs, store graphics, and packaging. “We used a high amount of print collateral to ensure a large part of our rebranding was executed at once,” Morey said. “It served as a really impactful first impression for our customers.”
TO ORDER
Visualization and retraction during oral &
BRANDED GIFTING SOLUTIONS 2019
A rebrand without customer education is like giving a teenager a car without explaining how to drive. Customers need instruction to get the full value out of the company’s rebrand.
legitimizes the changes in a tangible way.” Kelly’s company announced its rebranding with new product brochures, booklets, and direct mail campaigns to explain the company’s new look and what it meant to customers.
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NEW STATUS SYMBOL WATCH WHAT HAPPENS WHEN YOU CARRY A NICE PEN
G I F T E D F O R G E N E R AT I O N S . G U A R A N T E E D F O R L I F E .
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6 USPS Direct Mail Promotions That Will Save You Money in 2019 Direct mailers rejoice! The USPS postal promotions are making a comeback for 2019 and they offer numerous ways to save you money on postage.
enhanced mail piece
improved consumer engagement
greater response rate & customer acquisition
Of course, the easiest way to save money on postage would be to send less mail, but that is not a good idea. Repeat, that is NOT a good idea! The response rates for direct mail are one of the highest across any marketing channel, ranging from three to six percent (and even higher for dimensional mail). That’s why the USPS is bringing back their postal promotions which were used across more than 35 billion pieces of mail in their first three years. In addition to a 2% savings on postage, the USPS promotions can help you improve the ROI of your direct mail campaigns—making it a win-win for marketers. It also offers an opportunity to offset costs due to the 2019 rate increases which took effect
improved ROI + postal savings
January 27, 2019 (for more info, see our blog and tearout Commercial Postal Rate Sheet on the next page). Although a 2% postage discount doesn’t sound like much, it can really add up. For example in 2017, Keypoint Intelligence, a data and research firm for the digital imaging industry, presented a compelling case study for a large telecom provider. Leveraging the Personalized and Preprinted Color Transpromo—which is available again for 2019—the company saved more than $1 million in postage. This is a huge savings opportunity that can help companies further expand their direct mail outreach or invest in additional marketing projects that would otherwise not be possible.
VOL. 9, ISSUE 1, 2019
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FREE RESOURCE
Postal rates have changed for 2019! Tear out this handy guide and refer to it all year long.
Similar to prior years, the 2019 promotions encourage mailers to use technology and print techniques that enhance the traditional benefits of direct mail. The promotions begin in February and range between 3 to 6 months, along with early registration periods. By strategically planning your direct mail programs to align with each promotional period you can maximize your postage savings throughout the year.
Ready to Get Started? The 2019 USPS Direct Mail Promotions are:
Each of the six USPS direct mail promotions for 2019 has specific eligibility requirements and approval processes, which we’ve outlined in a recent blog post and our downloadable promotions calendar. Visit blog. shawmutdelivers.com/usps-2019 or scan the QR code below to download our calendar.
• Earned Value • P ersonalized Color Transpromo • T actile, Sensory & Interactive Mailpiece Engagement (TSI) • Mobile Shopping • E merging and Advanced Technology
Download this calendar for overviews and eligibility requirements.
• Informed Delivery
2019 USPS Direct Mail Promotions Calendar MAIL CLASS
PROMOTION
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
2/15–3/31
Earned Value
April 1–June 30
First Class Personalized Color Transpromo
Marketing Mail
Tactile, Sensory & Interactive
May 15–December 31 July 1–December 31 December 15, 2018–July 31, 2019 February 1–July 31 June 15–December 31
Mobile Shopping
First-Class or Marketing Mail
10
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Emerging & Advanced Technology
August 1–December 31 January 15–August 31
Informed Delivery
VOL. 9, ISSUE 1, 2019
March 1–August 31 July 15–November 30 Sept 1–November 30
Registration Period
Promotion Period
2019
Commercial Postal Rate Sheet
Commercial postal rates can have a big impact on your marketing budget. See how commercial rates are changing in 2019 and ways you can save on postage.
Delivery in 1–3 business days (not guaranteed)
Letters: Up to 3.5 oz
Mail formats Defined Letter
SERVICE
2018
2019
Automation 5 Digit (1 oz)
.378
.383
Automation AADC
.408
.412
Automation Mixed AADC
.424
.428
Presorted (Machinable)
.458
.459
Presorted (Nonmachinable)
.668
.609
MIN.
MAX.
LENGTH
5"
11 1/2"
HEIGHT
3 1/2" 6 1/8"
THICKNESS
.007"** 1/4"
HEIGHT
FIRST-CLASS MAIL
Not sure what these terms mean? Check out our helpful definitions on the next page.
LENGTH
Thickness must be .009" or more if more than 6" long, 4 1/4" high, or both.
**
Flat MIN.*
SERVICE
2018
2019
Automation 5 Digit (1 oz)
.474
.486
Automation 3 Digit
.593
.605
Automation AADC
.632
.644
Automation Mixed AADC
.705
.727
Presorted (Non-Automation)
.799
.799
MAX.
LENGTH
11 1/2" 15"
HEIGHT
6 1/8"
12"
THICKNESS
1/4"
3/4"
HEIGHT
Flats: Up to 1 oz
Max weight for letters is 3.5 oz.
Flats exceed at least one of these dimensions.
*
Max weight for flats is 13 oz.
LENGTH
Flats are subject to flexibility standards. Can not be too flexible or too rigid. Flat-size mail pieces must be uniformly thick so that any bumps, protrusions, or other irregularities do not cause more than 1/4-inch variance in thickness.
Additional ounce: .15
Postcard
SERVICE
2018
2019
Automation 5 Digit (1 oz)
.257
.257
Automation AADC
.268
.268
Automation Mixed AADC
.274
.274
Presorted (Machinable)
.280
.280
Shawmut Communications Group 978.762.7500 | www.shawmutdelivers.com
MIN.*
MAX.
LENGTH
5"
6"
HEIGHT
3 1/2"
4 1/4"
THICKNESS
.007"
.016"
HEIGHT
Postcards: Up to 1 oz
LENGTH
Looking for ways to save on your direct mail programs? Talk with one of our mailing experts today.
Marketing Mail
Marketing Mail NONPROFIT
Letters: Up to 3.5 oz
Letters: Up to 3.5 oz
SERVICE
2018
2019
SERVICE
2018
2019
Automation 5 Digit
.251
.256
Automation 5 Digit
.136
.138
Automation AADC/ADC
.274
.281
Automation AADC/ADC
.159
.163
Automation Mixed AADC/ADC
.287
.291
Automation Mixed AADC/ADC
.172
.173
Non-Automation AADC/ADC
.287
.292
Non-Automation AADC/ADC
.172
.174
Non-Automation Mixed AADC/ADC
.300
.302
Non-Automation Mixed AADC/ADC
.185
.184
Flats: 4 oz or less
Flats: 4 oz or less
SERVICE
2018
2019
SERVICE
2018
2019
Automation 5 Digit
.393
.405
Automation 5 Digit
.227
.231
Automation 3 Digit
.500
.523
Automation 3 Digit
.334
.349
Automation AADC/ADC
.567
.597
Automation AADC/ADC
.401
.423
Automation Mixed AADC/ADC
.598
.632
Automation Mixed AADC/ADC
.432
.458
Non-Automation 5 Digit
.466
.469
Non-Automation 5 Digit
.300
.295
Non-Automation 3 Digit
.550
.561
Non-Automation 3 Digit
.384
.387
Non-Automation AADC/ADC
.602
.617
Non-Automation AADC/ADC
.436
.443
Non-Automation Mixed AADC/ADC
.634
.652
Non-Automation Mixed AADC/ADC
.468
.478
Must have at least 200 pieces or 50 lbs of mail to qualify for Marketing Mail discounts. Delivery in 2–9 business days (not guaranteed). The max weight is 16 oz. Additional discounts may be available based on the mail entry point (DNDC, DSCF, DDU). Please contact us for more information.
Commercial Mailing Services Defined AADC/ADC: An Automated Area Distribution Center (AADC) or an Area Distribution Center (ADC) sorts and sends mail for the same service area to the destination delivery unit (the local post office) where mail is put into delivery sequence for each carrier. The difference between an AADC and ADC is the volume of mail that goes through each center. Mixed AADC/ADC: Mixed AADC/ADC means that the tray or sack has mail for multiple AADC or ADCs in an area. That means the USPS has to sort it and ship to the individual AADC or ADCs. This adds time and expense to the process. Automation: Mail that is prepared in such a way that allows the USPS to utilize their equipment to read and distribute mail using a barcode, which includes the delivery ZIP code.
Shawmut Communications Group 978.762.7500 | www.shawmutdelivers.com
Presort: The sorting of outgoing mail by delivery ZIP code in order to take advantage of a cheaper rate of postage. 5 Digit: The delivery address ZIP code on all pieces is the same 5 digit ZIP code. 3 Digit: The delivery address ZIP code on all pieces begins with the same three digits. Presorted (Non-Automation): Mail sorted by ZIP code which meets USPS labeling standards but does not meet postal automation criteria.
DID YOU KNOW?
Print Has Become Increasingly Visible in the Digital World People don’t want to be sold to. They want to be educated and entertained. That’s why content marketing is so effective. It seeks to provide customers with answers, helpful resources, and for some brands, a chance to connect with audiences emotionally. It’s why a whopping 91% of B2B organizations use content marketing as their primary marketing strategy.
62 million Americans in urban areas and 16 million in rural locations have no access to broadband Internet.1
56% of all digital advertising is never seen. 2
People spent 27% less time checking email in 2017 versus 2016.4 2016 2017 TIME CHECKING EMAIL
Like our first story explains, content marketing is often tied—and sometimes solely exists—in digital formats. Marketers spend gobs of time creating landing pages, ebooks, white papers, blogs and so on. But how much of that content is actually seen or read? We’ve dug up some stats that show why delivering content marketing in print may result in more visibility than digital channels.
37 The average blog reader only spends 37 seconds reading a blog post.5
Globally there are more than 600 million devices using ad block software, 62% of which are mobile devices.3
75% of blog posts get fewer than 10 social shares and zero links from other domains.6
ZERO
1: Recode 2017, 2: Google, 3: PageFair, 4: Adobe, 5: NewsCred, 6: Cision
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Shawmut Communications Group 33 Cherry Hill Drive, Danvers, MA 01923 www.shawmutdelivers.com
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