Name: Elaine

Web Site: http://www.velocityprint.com

Posts by Elaine Neiss:

How appealing is your Annual Appeal?

April 25th, 2013



Thought I would share a story of how we helped one of our clients achieve their annual appeal goal. In past years, this client simply mailed a plain letter on their letterhead asking for a donation. Nothing fancy, no return envelope, no reply card, no color – just plain vanilla. Results were less than they hoped for and they did not achieve their goals.

We approached them and offered to sit down and discuss some other possible alternatives that could help them increase their donations. As a non-profit with a limited budget and staff we needed to maximize their efforts and show them how by investing a little more they could achieve their goal and increase the size of the donations.

First, we discussed the “List”. We talked about the importance of the list and how it could be improved. Who was on their mailing list, how accurate did they think it was and could it be scrubbed? They agreed to take some time and work on improving the list. Second, we showed them various samples of other non-profit appeal letters and discussed what might work for them. We decided to keep the letter format but add personalization and use both sides, we added some color to make it appealing, and put a perfed reply card at the bottom for them to use when replying. Levels of donations were included, as well as options to mail or donate online and most importantly an envelope to reply back. The reply envelope included text thanking them for their support and the outside window envelope included a message indicating that this was the Annual Appeal. Third, we mailed it presorted first class so the receipt would be timely and any bad addresses would be returned so the list could be updated for future use.

The results were vastly improved and they met their goal!  We work with many non-profits but the same techniques and solutions can be used in other markets and campaigns.

 

 

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The Value of Print

January 11th, 2013

Just received an email this week from Michael Makin, the President and CEO of the Printing Industries of America, where he informs us that yet another major corporation- Google-  is bashing the print industry. Now, I personally love Google – it is my search engine of choice but come’on guys let’s play fair.

Here are some excerpts from Mr. Makin’s letter:
“Once again our industry is under attack, and this time it is from Google, which has launched an initiative titled “Go Paperless in 2013.” It is joined in this effort by a number of digital companies which clearly have a vested interest in a non-paper communications stream.
Needless to say we find such a proposal ridiculous and an insult to the almost one million Americans who owe their livelihood to our industry.
The primary raw material for printing is paper, which comes from trees, which are a renewable resource—so renewable that today our country has 20 percent more trees than it did on the first Earth Day, which was held more than 40 years ago.
Printing is the only medium with a one-time carbon footprint—all other media require energy every time they are viewed. Electronic devices, which Google produces, for example, require the mining and refining of dozens of minerals and metals, as well as the use of plastics, hydrocarbon solvents, and other non-renewable resources.”

Visit our Linkedin or Facebook page to read more on the Value of Print.

 

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Let’s Lose the Clock Tower

November 8th, 2012



written by Jim Stiles, CEO

It is not uncommon for a school, with a well known image and look, to want to stay with the images and message they have used in the past. If the picture of the clock tower on campus has become the mainstay image then why change it up. If the past dozen mailings used the clock tower image then why can’t the new cross media campaign just repeat it as well? Have you ever heard the saying “What is the definition of insanity, doing the same thing and expecting a different result”. Unfortunately, I find that schools frequently fall into this trap. In today’s advertising world our readers are getting barraged with information and marketers must capture the reader’s attention in less than 6 seconds with a printed piece and 2 -3 seconds with a web landing page. So, is it possible that the old clock tower could be failing at the job?

Most marketing managers faced with this dilemma need to focus on what  the goal of the campaign is. If the goal is simply wider brand recognition then the clock tower may be just the thing. If the goal is to get attention and solicit response from the reader then the clock tower needs to be replaced with a great “Call to Action” and some very eye catching quick bullet point messaging. My point is, if you are going to experiment and test new marketing tools like a cross media campaign then you may want to think about dumping the old tag line and image for a new look with powerful content.

This is especially true when you integrate variable content and imagery into a campaign. Now the message and imagery can be tailored to the recipient’s personal interests. How powerful is that? So, next time let’s try to lose the clock tower and stay away from the school logo or crest centered on a direct mailer. Be creative! Be diverse!

 

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Why your printer needs a seat at the table.

March 7th, 2012

What table are we talking about? The marketing table. Many printers no longer just print. Many, like us, are well versed in marketing strategy and can bring valuable expertise to the table during the conception and design stage. Utilize their expertise, pick their brains and bounce ideas off of them.  We’ve seen thousands of marketing pieces and know the ins and out. We can provide valuable input and offer suggestions that can result in better responses and more return for your marketing dollars. We know the mail standards, the best practices to get your piece noticed and of course know the pitfalls of a well intentioned but poorly designed piece that adds expense to your production costs. Our investment in integrated cross-media technology can enhance your marketing campaigns and provide increased marketing ROI. That’s what our partnership is all about–bringing success to YOU our clients.

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Follow the Frog…No Kissing Necessary.

September 15th, 2011



Now that I’ve got your attention, let’s talk about the Rainforest Alliance, the green frog and sustainability. September 19 to 23, 2011 is Rainforest Alliance week and Velocity is helping to support a brighter future for people and the planet. You can too.

Do you currently use FSC certified paper in your print projects? Did you know that if you’re working with a FSC Certified Chain of Custody printer you have the option to use both the FSC logo and the Rainforest Alliance (frog) logo?

It’s been our experience that customers don’t request using the logos because it seems complicated and mysterious. In fact, it’s really very simple and it typically costs you nothing. The printer bears the cost of certification, report maintenance and annual audits. The benefit to you is in promoting your brand. It lets everyone know that you support the highest social and environmental standards in the market. When you request FSC certified paper you contribute to conservation, responsible forest management and the community of people that live near the forests that provide the paper.

How do you do it? Simple. When you spec a print project with your printer you request FSC paper at the time when the Account Rep is preparing the quote. You decide where on the piece the logos will be placed according to FSC guidelines and have your designer leave space for the logos to be placed. The printers’ graphics dept. then places the appropriate logo, obtains approval from the certifying body and sends you a proof for sign off.  FSC certified paper is widely available and the choices are numerous to fit almost any print project.

Velocity uses the FSC and the RAC green frog logos on almost all of our marketing collateral which promotes that the paper used was produced in harmony with nature and forest communities. We encourage you to make the commitment to print responsibly and promote proper forest management. After all, paper is a renewable resource, made from a natural renewable resource, wood, which has the capacity to be produced in an endless cycle. To safeguard this cycle, our forests have to be managed and harvested in a sustainable manner

So, come on, join us and follow the Frog! We’ll be tweeting and posting on our Facebook page during Rainforest Alliance Week so connect with us to learn more. Visit  www.rainforest-alliance.org and our website at www.velocityprint.com to learn more.

Download our complimentary Guide to Environmental Logos from our website which can be found on our environmental page.

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