PRINT & DIRECT MAIL
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.
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.
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OVERVIEW: Indian Motorcycles is an iconic American motorcycle manufacturer with a rich heritage dating back to 1901. Known for producing heavyweight motorcycles that blend classic design with modern technology, Indian has played a significant role in shaping the motorcycle industry. The brand gained prominence in the early 20th century, competing fiercely with Harley-Davidson. After a period of dormancy, the brand was revived in 2011 by Polaris Industries, leading to a resurgence of interest in its historic models.
CHALLENGE: Taken on as a speculative project for the renowned motorcycle brand, the company had recently introduced fresh motorcycle designs. A wide segment of consumers were unfamiliar with the company’s design overhaul, marking a significant shift in the visual identity of the motorcycles.
STRATEGY: Concentrating on the extraordinary beauty and craftsmanship inherent in the bikes, a print campaign was crafted to highlight the new motorcycle designs. The images were supported by powerful headlines and copy, emphasizing the aesthetics and engineering prowess of the machines.
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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.
Magazine Print / Digital
OVERVIEW: Victoria Beer from Nicaragua is a highly-regarded brand known for contributing to the country’s brewing heritage. Launched in 1926, Victoria symbolizes Nicaraguan pride, reflecting a commitment to quality and tradition. Brewed by Compañía Cervecera de Nicaragua, the beer is celebrated for its balanced flavor profile, featuring a crisp and refreshing taste. The brand has stood the test of time and evolved to meet modern preferences while maintaining its authentic character, making it a significant player in Nicaragua’s beer culture.
CHALLENGE: This conceptual project was created for a presentation to the marketing team at Cerveceria Victoria, aiming to engage a broader English-speaking audience amidst a surge in tourist activity during 2017 and 2018.
STRATEGY: A fun campaign was developed, centering on the distinctive flavor attributes of the beer. It incorporated lighthearted, playful headlines that positioned the beer as a quality product and a fun brand to try.
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.
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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.
OVERVIEW: DC Shoes is an American footwear and apparel brand that specializes in action sports, particularly skateboarding and snowboarding. The brand is known for its high-performance skate shoes, as well as a wide range of clothing and accessories associated with action sports. Over the years, DC Shoes has become an iconic name in the extreme sports community, sponsoring numerous athletes and events, and maintaining a strong presence in the global market for skate and snowboarding gear.
CHALLENGE: We set out to create a speculative print campaign that captures the essence of DC Shoes and their commitment to establishing themselves as a leading brand in skateboarding apparel.
STRATEGY: Using stylized photo-journalistic photography, we captured the unfiltered essence and bold attitude of skateboarding. These visceral moments were intertwined with clever headlines, delivering maximum impact.
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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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.