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Tom Tringale (l) and Tom Gaffney receive Best of Show for Epsilon and its client, Mercy Home for Boys and Girls. Presenting the award is Deb Goldstein of IDG List Services, sponsor of the Awards show |
Epsilon received the highest honor Best of Show for its client Mercy Home for Boys and Girls during the Awards Show held at the Roxy in Boston on March 29.
The package was a beautifully written seven (yes seven!) page letter sent to 8,454 of the Chicago-based homes donors who had contributed $100 or more. These donors had the proven capacity to give about $250,000 and this campaign was hoping to raise at least $1,000,000.
The highly personal letter from the director of the home, Father Close, revealed that he had just learned that he had cancer and was launching a new campaign, Legacy of Miracles, to build a new orphanage. The letter asked donors to contribute a leadership gift to help create a $3,000,000 Challenge Grant. Once donors gave, they received a certificate and thank you with various levels for additional gifts.
Cost for the campaign was under $25,000.
It pulled a 25.56% response and raised $5,197,901 in net income!
Thanks to this campaign a new home for kids is now close to being built!
Gold Awards were won by CPS Direct, Inc., Spinosa Studio, Milan Concept & Design, Epsilon, Hill, Holliday Relationship Marketing, Aquent, Passaic Parc, Newport Creative Communications, Direct Results Group, Doner Direct, Digitas, Directech | eMerge, Two Guys and A Mac, EMI Strategic Marketing, and MassEnvelopePlus.
This was the first year that the show was held on a different night and in a separate location from the annual conference. The Roxy was ideal elegant, great food, and right in downtown Boston. According to comments from attendees, everyone had a really good time.
Thanks to all the companies and agencies that entered campaigns, the evenings sponsor IDG List Services, show producer Sullivan Creative, and the volunteers who helped hang the awards.
Jim Hackett Named Direct Marketer of the YearIn a year of firsts, this was the first time the Direct Marketer of the Year Award was presented during the Awards Show and the winner was not told ahead of time that he would be receiving the award. So everyone listened with anticipation as presenter Steve Tharler, 1998 DM of the Year, started to talk about the winners accomplishments without revealing his name. He spoke about his years at CPS, starting his own company, and his contributions to direct marketing both locally and nationally.
Soon everyone realized that Jim Hackett, President of Direct Results Group, Inc., was NEDMAs 2001 Direct Marketer of the Year! To say Jim was surprised is an understatement. A well deserved award for a terrific guy!
Japs-Olson Company
7500 Excelsior Blvd.
St. Louis Park, MN 55426
Voice: 952-932-9393
Fax: 952-912-1900
www.japsolson.com
Contact: Debbie Roth, VP, sales & marketing
With 700 employees, Japs-Olson is one of the largest DM printers in the country. Their 512,000 square foot facility houses over 30 presses ranging from a 12-color, sheet-fed Heidelberg Press to several half and full web presses. They have a technologically sophisticated prepress department, a complete service bureau and lettershop, and their in-house U.S. post office averages three-to-four million pieces per day.
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Jerry Shereshewsky of Yahoo! informed and entertained attendees with his keynote presentation |
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Conference attendees learned important information about the latest techniques in on-line advertising during Harry Golds Online Media: Opt-in, Pop-up and Get Rich workshop. Harry just joined Backbone Media, Waltham, MA, as VP, Director of iMedia. |
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Pat Friesen, Pat Friesen & Company, presented her outstanding DM101 |
A keynote presentation by Jerry Shereshewsky of Yahoo! was the perfect way to kick off the NEDMA Annual Conferencehe was entertaining and had a lot of valuable information to share with his audience.
He explained that one of the main advantages of e-mail marketing over direct mail is that it scales. In direct mail, the 10th mailing is virtually as costly as the first, while in e-mail marketing, once you have permission to e-mail to an individual, repeat contacts cost very little.
Because of these cost factors, the Internet should be about persuasion. Things get sold to people who grant permission and then get persuaded, he said, And to persuade someone, you need to carry on a dialog.
Afternoon keynoter Jim Nail, Senior Analyst at Forrester Research, spoke about Internet spending trends and discussed how digital marketing is eclipsing online advertising. He outlined how marketers must adopt new approaches and new technologies to reach customers and prospects in order to thrive online.
Concurrent sessions covered varying aspects of direct marketing from database management and integrated marketing to acquisition mailings and direct response TV.
Attendees were also able to visit and talk to exhibitors about the latest technologies ranging from printing and mailing to automated e-mail marketing, proofreading, and fulfillment.
The second day featured day-long, intensive workshops on the basics of direct marketing, advanced direct marketing, Internet marketing, and presentation skills. Attendees said they liked the new all-day format because it gave them a chance to really focus on one topic.
Mail Computer Service, Inc.
321 Manley Street
West Bridgewater, MA 02379-1022
Tel: (508) 584-6490 or
Toll Free: 1-800-766-4MCS
Fax: (508) 584-2890
www.mailcompserv.com
Contact: Dan Menconi -
Mail Computer Service, Inc. is a full-service direct mail production facility that offers such services as data processing, laser personalization, lettershop, database maintenance, fulfillment, and printing. We have become a prominent member of the direct marketing community in New England and take pride in our high quality, superior service, and competitive pricing. MCS is conveniently located just 20 minutes south of Boston in West Bridgewater, MA.
American Power Conversion Corporation
132 Fairgrounds Road
West Kingston, RI 02892
401-789-5735
Contact: Michele Egan, Direct Marketing Manager
Founded in 1981, APC is a leading provider of AC and DC power products and services including surge suppressors, uninterruptible power supplies (UPS), software, and consulting services for Nonstop Networking".
With a worldwide installed base of more than 10 million users, APC has five major market segmentsconsumers, small/medium-sized businesses, enterprises, government, and resellers.
According to DM Manager Michele Egan, the company uses direct mail and e-mail marketing extensively to increase customer loyalty and generate leads for their resellers and in-house sales force.
We use self-mailers, letter packages, catalogs, and publications as our main DM vehicles, said Egan. Six times a year, we publish three versions of our magazine which features a wide range of articles covering power outages, case histories, and solutions that help our customers eliminate downtime and achieve greater reliability.
Weve used self-mailers successfully for lead generation and to drive traffic to our trade show booths and Web site. Right now, we are using a four-panel mailer with the recipients address on the BRC panel which shows through a die-cut window on panel three.
We are also running an e-mail newsletter campaign to our house list of approximately 300,000 customers. The newsletters are largely editorial driven although they can include surveys, promotions, and targeted offers.
In 2000, APC was named to the Fortune magazine 1000 List, and in 2001, for the third consecutive year, the firm was named to the Forbes Platinum 400 listing of The Best Big Companies in America.
Fulfillment Plus Mailing Solutions, Inc.
220 Neck Road
Haverhill, MA 01835-8030
Tel: 978-521-2800
Fax: 978-521-2802
1-877-463-7674
www.fpmsi.com
Fulfillment Plus is a full-service mail house and fulfillment company offering many ways to assist with your mailing and fulfillment needs. Some of their services include:
Please contact Laura Harper in Business Development, or CJ Hart in Sales and Marketing.
7:30 AM 9:30 AM
with Continental Breakfast
The Commanders Mansion
440 Talcott Avenue
Watertown, MA 02472
Panel Facilitator:
Hank Hoke, Publisher, Hoke Communications, Inc.
Speakers:
Katharine Barr, President, Katharine Barr & Associates
Katharine has spent 31 years creating effective direct mail for such diverse companies as Compaq Computer, Polaroid, Carol Wright, NEBS, Mobil Oil, American Express, World Wildlife, and others.
A past president of NEDMA, she was the 1986 Direct Marketer of the Year. A frequent speaker, she is currently on the DMA faculty as one of their instructors for their two-day Winning Direct Mail seminar.
Jen Flanigan, President, Jen Flanigan Ink
Jen got her first big break at Tracy-Locke Direct in Dallas, Texas, where she worked on Pepsi and Frito-Lay. Later, she joined Bronner Slosberg Humphrey where she spent nine years working on AT&T, FedEx, Disney, and American Express. Jen then spent a year at Mullen before opening her own business.
Alexandra MacAaron, Senior VP, Director of Operations, Executive Creative Director, Direct Results Group, Inc.
Alex oversees all agency operations and acts as general manager. She leads the coordinated efforts of creative, production, interactive, and account management on all b-to-b and consumer accounts including Baltimore Technologies, Speech Works, Forrester Research, and InterWorld.
Prior to joining DRG, Alex was VP/Creative Director for Berenson, Isham & Partners and Redgate Communications, and Associate Creative Director at Continental Cablevision.
George Wojtkiewicz, Principal, GHW Associates
GHW Associates is a direct marketing agency specializing in lead generation programs for Equitable Life, AXA Advisors, OneSource Information Services, Cabot Money Management, Commercial Federal Bank, Cyn Environmental Services and many other companies in the financial, technology and information services industries.
Prior to devoting full time to GHW Associates in 1987, George was Vice President for Direct Marketing at the Bank of New England Corporation, and Direct Marketing Officer, Strategic Marketing at New England Mutual Life Insurance Company.
Robert L. Roden, Vice President, Director of Production, Digitas
Bob has been with Digitas (formerly Bronner Slosberg Humphrey) for ten years in the production arena. He has worldwide responsibility for print production and presentation graphics across all offices. He has extensive knowledge of the industry from the vendor side of the business from his years as Marketing V.P. at Acme Printing Company, and from a client perspective with his many years at Polaroid Corporation.
All experts in DM field, our panelists will give you 60 one-minute tips and ideas you can use in your next campaign to lift response, cut costs, and target your mailings more effectively. Theyll cover all areas of direct response including creative, lists, mailing, e-mail, account management, printing, and more!
The setting for this terrific meeting is The Commanders Mansion in Watertown. Built circa 1865, this Italianate mansion exhibits intricate detailing throughout its interior and exterior including a Victorian veranda supported by lace-like arches and Corinthian columns, 11 marble fireplaces, and ceiling medallions in its 27 rooms.
Directions are on the NEDMA Web site.
Register using the Registration Form below.
__ YES, sign me up for the Butterworth Seminar on May 16.
Costs:
NEDMA Members and Students:......................FREE
Young Professionals (25 and under):.............$10
General Admission.............................................$25
__ YES, sign me up for the June Meeting 60 Things You Have to Know to Succeed in Todays Direct Marketing Arena on June 13.
Costs:
Members:.............................$25
Non-members:...................$35
Please reserve 48 hours in advance to avoid the $10 surcharge. Cancellations must be made 24 hours in advance. No shows will be billed.
To Register: Please email the following information to or fax to 781.431.8118. If you are going to use a credit card, please fax or mail. Thank you.
Name:____________________________________
Company:_________________________________
Phone:___________________________________
email:___________________________________
Total due:__________
___ MC ____VISA ____AMEX
Card #_______________________________
Exp___________
____ I will pay at the door.
If you have any questions, email to or call 781.237.1366.
If you would prefer to receive an all-text version of NEDMA News, please email and type "all-text" in the subject line.
Or if you do not wish to receive the newsletter at all, please email to
[email protected] and type "unsubscribe" in the subject line.
© 2001 The New England Direct Marketing Association
This issue sponsored by:
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9 Arrow Drive |
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 Mail Computer Service, Inc. 321 Manley Street West Bridgewater, MA 02379 (508) 584-6490 - ext. 235 - tel (508) 584-2890 - fax |
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Thanks to BeNOW for
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MAILING LISTS Better LISTS=Better RE$PONSE. Research & recos. Business/Consumer/ |
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Executive Board President: Vice President: Secretary: Treasurer: Past President: Managing Directors: NEDMA News Editor: Designer: |
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Wellesley Hills, MA
02481-7517Telephone:
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