Mannik & Smith Group Direct Mail Campaign
Direct-Mail Campaign > Direct-Mail Campaign-Print Only
The Mannik & Smith Group, Inc.
- 2nd Place
Because the volume of mail people receive daily has dropped, we felt a direct mail campaign had a great shot of getting through to intended recipients. The MSG-Marketing group tossed around different print ideas (tri-folds, calendars, die-cut pieces, pop-ups) and decided on oversized postcards for a quarterly mailing.
Our concept for this 4-part series was to step outside of the box and use attention-grabbing, non-engineering images and short engaging statements to deconstruct our corporate tagline while emphasizing our mission and vision. The entire marketing department understood and supported the simple design layout immediately. However, some of our engineers saw the approach as radical, and needed a little convincing.
Understatement: Engineers are not generally known for their whimsy!
Civil engineers traditionally showcase infrastructure projects that document functionality and technical innovation more so than laud the aesthetics and complementary aspects said projects add to communities.
We explained that by using fun and quirky photos on the front of the card, the addressee would be intrigued enough to turn the card over and read our clear and concise message (that included our core disciplines and services). Moreover, we wanted to use photos of children for several reasons: 1) They relay our corporate enthusiasm 2) We too are learning and growing, and 3) Adorable children put a smile on people’s faces.
In short, we set out wanting to connect with our clients, which we did, but we also reached our co-workers in the process. That’s a true win-win.