Do you receive a lot of emails? Too many? I know I do. The average American receives 88 emails per day, with office workers seeing over 120. Even if an email is full of worthy content, it can be hard for it to stand out in a full inbox.
What about direct mail? Some days, my household doesn’t receive any. When I do find something in my mailbox, I certainly notice it, and I tend to remember it. Some of the most memorable pieces I receive are postcards.
One of the biggest decisions you can make when it comes to your print project is which paper stock to print on. Color, weight, and texture are all important elements to consider when selecting paper for any print run.
Here’s another factor you may not have considered: whether your
project is best printed on a synthetic stock.
While traditional paper is made from wood pulp and natural
fibers, synthetic stocks are produced using polypropylene resin. Though these
stocks are crafted from a different substrate, they maintain the look and feel
of wood-based paper, with some added benefits.
However, “direct mail” is a broad category, that encompasses
several different styles of mailings. Depending on your campaign goals and
overall marketing objectives, one format may be more effective than another.
Variable imagery is one of the many benefits available with
today’s digital print technology. It’s an effective and surprisingly easy way
to add a personal touch to your fundraising materials, increasing engagement
and gifts made to your organization.
The business card is an old dog that’s learned quite a few new tricks.
A lot of different print work comes through our doors at Paw Print, but business cards consistently remain the most popular order. Business cards trace their roots back to 15th century China, when visitors left “visiting cards” at the homes of businessmen they hoped to meet with. Over the centuries these cards evolved to convey a variety of information, but one thing remained constant: they were designed to make an impression.
Often a business card is one of the first things a customer or potential client will receive from you. A well-designed business card can go a long way towards creating a favorable impression of your business, as well as generating engaging conversations between you and your customers.
The history of print is rooted in letterpress. We’ve come a long way from the hand set type of a traditional printing press. And while digital printers make printing fast and affordable, we haven’t left our roots behind just yet.
One of the biggest hurdles of direct mail? Getting people to open the envelope.
Postcards and self-mailers have the advantage of standalone, eye catching content. The graphics are immediately visible, compelling the recipient to read on.
But for many mail pieces, an envelope is essential. Using an envelope doesn’t have to be limiting, however. In fact, today’s printing technology allows envelopes to be more personalized and attractive than ever before. Customization turns envelopes from basic commodities to effective direct marketing tools.
Why Direct Mail?
In our digitally saturated world, direct mail stands out:
Consumers regularly rate direct mail as more personal than email
When you consider the word “branding,” what comes to mind? You may think of well-known companies like Apple or Target, that advertise on a large scale and whose characteristics are immediately recognizable to most of us, who come into frequent contact with them.
But the concept of branding is just as important for small businesses as it is for large companies. And, it’s an essential piece of increasing awareness for nonprofits as well.
The obvious reason for nonprofit organizations to spread awareness of their brand is to increase donations and build a reliable donor base. However, according to the Stanford Social Innovation Review, many nonprofits are stepping up their brand management in order “to explore the wider, strategic roles that brands can play: driving broad long-term social goals, while strengthening internal identity, cohesion, and capacity.”
Why Should You Build a Brand?
Like any other entity, your nonprofit has a unique set of goals, characteristics, and stories. When you bring these together to form a recognizable and repeatable persona, you have a brand. The first thing most people think of when they hear the word brand or branding, is an entity’s logo. While this is one branding element, it’s only the beginning. The style, graphics, and words your organization uses to communicate all convey your brand.
The place: a recent introductory meeting with the newly-hired Marketing Director of a local established and respected mid-sized company.
The topic: the state of the company’s marketing collateral.
This is a good-sized business selling big ticket services that regularly invoice in the $100,000 to $1M range. Yet, you would never perceive this when handed one of their business cards or company brochures.
The firm was seemingly still holding on to their start days, when print collateral was designed in-house using Microsoft Word, then printed on the company copier. That may have been appropriate and practical then. But given the size and capabilities of the company now, the state of their print collateral imparts a huge perception gap on the brand. This company was attempting to continue to grow business and generate leads. However, the amateurism of their branded handouts did not match the professionalism of their work.
When asked about the details of the paper stock you are choosing for a print project, do your eyes glaze over? Do terms like basis weight, points, and color cast sound like Greek to you? If so, here is a quick list of basic terms to help you better understand the process.