Many of Merrick Towle’s follow-up sales tools are driven from databases and feature personalized messages. Here’s one recent example featuring a unique, money-saving production technique for an energy company.

As we mentioned in an earlier post, Merrick Towle Communications worked with Pepco Energy Services to penetrate new markets with their commercial energy service offering. In addition to an integrated media strategy, we also utilized direct mail to target key decision makers in Chicago. To promote the company’s green friendly offerings, MTC created and produced a direct mail campaign to be sent in conjunction with Earth Day.

The first mailing consisted of a personalized letter and polybagged card containing wildflower seeds – both were placed in a matched personalized envelope.

The second mailing featured a tree seedling in a tube and a letter, which was placed in a polybag. The letter was personalized and folded in such a way as to have the name and address facing “out,” allowing one pass on the printing press.

The innovative use of material design and printing meant the client did not have to create labels or pay to have labels applied to the polybag, clearly saving money while adding the pizzazz of personalization.

by Donna McGee, Director of Production, dmcgee@merricktowle.com