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NEDMA Foundation Presents Two Scholarships and Professor Award
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NEDMA Foundation Scholarship Award winners Laura Weldon (above) and Jaclyn Riordan (below)
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| Pam Sullivan, NEDMA President (r) and Michele Egan (l), Co-chair of the NEDMA Education Committee present the Professor Award for Excellence in Direct Marketing to Dr. Nadia Jane Abgrab |
Laura Weldon of Stonehill College and Jaclyn Riordan of the University of Hartford were presented with the 2001 NEDMA Foundation Scholarship Awards during NEDMA's May meeting at Bentley College.
In addition, Dr. Nadia Jane Abgrab, Associate Professor of Business Administration, Stonehill College, was given the 2001 NEDMA Foundation Professor Award for Excellence in Direct Marketing.
The Scholarship Program, started in 1991, is designed specifically for undergraduate students who are considering a career in direct marketing. It is an exciting, challenging three-part opportunity that includes a monetary award to be used towards the student's academic tuition, an intensive three-day DMA Basic Institute seminar, and a summer-long intern program.
The Foundation Committee has arranged for Jaci to intern with New Logic Marketing and Laura to intern at Dickinson Direct. Jaci is working under the direction of Managing Partners Steve Herskovitz and Michael Beverley, and will be working on Internet research projects mainly in the healthcare field. Laura is in the account services department working for Barbara Gibson, Director of Account Services.
Both students said they were thrilled to participate in this program because it is a tremendous learning experience and will "open doors" in their future job search.
Dr. Abgrab teaches direct marketing and business courses. She was formerly with Johnson & Wales University, and was brought to Stonehill to develop a direct marketing curriculum including basic direct marketing and Internet marketing.
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| No... this is not the result of too much stress! This year's Butterworth Seminar brought out the creative spirit in all of us...with a little help from Bill McDonough, Creativity Coach, The Idea Guys (right). Kathi Jaibur, Associate Creative Director, Mullen (left), shared great ideas for writing results-oriented copy, and Michael Borum, Creative Director, Circle.com (center), discussed the best ways to tackle e-copy assignments. Our thanks to Alex MacAaron, Senior VP, Director of Operations, Executive Creative Director, Direct Results Group, Inc. for organizing and moderating a fun and informative event. |
NEDMA Thanks its Newsletter Sponsor...
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Tip #1
This column presents ideas and suggestions covering a variety of online and traditional topics from leading industry authorities. They can increase response and help make your campaigns more profitable.
Reaching Verticals Without Breaking the Bank
From:
Amy B. Foziati
Senior Account Executive
Directech | eMerge
Lexington, MA
If you're like other B2B marketers, you are putting more of an emphasis these days on reaching specific vertical industries. You know you need to identify the pain issues that exist within particular industries and particular job functions. Yet customizing campaigns to individual industries is costly...so how can you accomplish these goals cost-effectively?
With personalized direct mail packages, you can easily version letter and reply copy by industry and by title. The basic letter can be the same and just a paragraph and the P.S. could be versioned. If you can use a single brochure and a single envelope for all audiences, so much the better; if not, design each piece so the bulk of it is generic and only some of the copy changes. Keeping copy changes to one or two colors of ink will minimize the cost of versioning.
Then extend the versioning strategy to e-mails and Web pages. Create an HTML e-mail template for all industries, along with a basic text e-mail, and allow for a variable copy component. Create Web page templates and drop in industry-specific copy. Lead prospects to the appropriate pages by using unique industry-specific URLs. You can also economize by negotiating with overlapping media. For example, rent e-mail addresses from the same source as a direct mail list and consider sponsoring a related e-mail newsletter.
NEDMA Thanks its Newsletter Sponsor...
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321 Manley Street
West Bridgewater, MA 02379-1022
Tel: (508) 584-6490 or
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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.
Tip #2
When Spending More Will Get You More!
From:
Laura Harper
President
Fulfillment Plus Mailing Solutions, Inc.
Haverhill, MA
You'll get better results if you...realize cost is relative. Yes, direct mail can be expensive, but sometimes, spending more will get you more. A lot more! In B-to-B mail, dimensional mail ... boxes, big fat envelopes, etc. ... containing a "sales promotion" type of message and 3D enclosure will far outpull a standard "message only" package. This might make sense for you, especially if you are going for big ticket sales.
NEDMA Thanks its Newsletter Sponsor...
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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.
Corporate Member Highlight...
Aquent
711 Boylston Street
Boston, MA 02116-2616
Voice: 617-535-5000
Fax: 617-535-5005
www.aquent.com
Contact: Lori Abe, Director of Public Relations
As Aquent's Web site so aptly states it: "We live and work in extraordinary times. The old rules of how companies work, how work gets done, and who does the work are out the window."
Headquartered in Boston, Aquent is the world's largest talent agency with 57 offices in 11 countries. The company was founded out of a dorm room at Harvard by John Chuang, CEO; and Steve Kapner and Mia Wenjen, both of whom currently serve as directors with the company. The firm was started in 1986 as MacTemps, and is now known as Aquent which means "not a follower."
"Aquent is leading the changing world of work by providing clients with customized staffing solutions and advancing the careers of the very best talent available," said Lori Abe, Director of Public Relations. "We match clients with a variety of talent, including graphic designers, Web designers, production artists, writers, illustrators, and project managers on a temporary, temp-to-perm, project, and permanent basis."
Jobs are posted by areas of expertise and location. If you are a company looking for talent, you can choose from 40 design specialties, and view a selection of samples from more than 10,000 online portfolio pieces.
"One of the advantages of using our services is that all of our 'talent' goes through a rigorous, proprietary screening process. When we say candidates are proficient in Web animation or catalog design, they truly are," Abe added.
The co-founders currently own 100 percent of the company. They have not relied on venture capital and reinvest profits to fund growth. According to CEO John Chuang, the firm continues to reinvent itself -- exploring new innovations and trying to anticipate what it will take to help the working world work better tomorrow and for years to come.
News from our Members and Colleagues
Partnerships, strategic alliances, and mergers are still going strong in the DM industry in New England.
W.A. Wilde Company has just announced that it signed an agreement with Jab Creative Ltd. to offer Jabmail" to its company's list of clients.
A subsidiary of Union Capital Limited, an Australian Stock Exchange listed investment firm, Jab's Jabmail" runs in an embedded rich media format that allows graphics, images, and sound to run directly from within the e-mail. David Canavan, Vice President of Professional Services, Wilde, said: "Jabmail will enable Wilde's clients to efficiently target audiences, effectively break through the e-mail clutter, and increase response rates."
Amergent recently announced that it has expanded its strategic partnership with Mail Computer Services (MCS). The partnership formalized an existing relationship and involved transfer of some Amergent mail production equipment to MCS. With clients such as the Archdiocese of Chicago, the NAACP Legal Defense Fund, and EMC Corporation, Amergent offers clients strategy, creative and tactical solutions, while MCS expertise is in the areas of data processing, laser imaging, and mailing. "The relationship is great," said Ron Menconi, President of MCS. "We are now doing the production and mailing for all of Amergent's clients. The process is seamless for their clients, and it brings out the strengths in both of our companies."
We heard from Nancy Harhut, Senior VP, Creative Director, that Mullen recently won a gold John Caples International Award for their direct response print ad for Family Education Network. The firm also hired Chris Lee, Senior Copywriter, from Leo Burnett Technology Group, Boston.
NEDMA Thanks its Newsletter Sponsor...
IMS International Mailing Solutions, LLC
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Contact: Gary W. Harnum
International Mailing Solutions, LLC, is a full-service printed matter logistics company. IMS offers substantial postage savings and fast worldwide delivery of direct mail, magazines, catalogs, and other printed matter. Its mailing solutions are customized to meet clients' changing needs.
We recently learned that Lynn S. Edmonds has been named president of L.W. Robbins Associates. Edmonds succeeds Lee W. Robbins who founded the firm in 1970 and will remain involved in its operation as Senior Consultant.
Lee Robbins told us, "I am delighted that Lynn Edmonds has assumed the role of president. I recruited Lynn for the position in 1999, just after L.W. Robbins Associates became a subsidiary of W.A. Wilde Co."
Prior to joining the L.W. Robbins Associates, Edmonds was Senior Vice President and General Manager of Epsilon Data Management's Fund Raising and Membership Services Division.
Edmonds has been recognized repeatedly for her contributions to the profession. Most recently the NonProfit Times named her one of 12 women leaders nationwide in the direct response fundraising industry.
We talked to Bob Rotchford of The St. John Associates Inc., Bronx, NY, who reported that they have selected Sullivan Creative to create a three-effort lead generation campaign that will expand their business in the tri-state area. The mailings all have a fun circus theme, expressing the idea that getting out a mailing can be like a three-ring circus if not handled correctly. However, with the experience and capabilities of The St.John Associates "our clients can put on a good show for their clients." The first drop offered tickets to the Big Apple Circus, the second is offering a juggling kit, and the third gourmet popcorn. These are certainly promotions that won't be overlooked!
IMS International Mailing Solutions, LLC's Gary Harnum, Managing Partner, told us that clients are aggressively using international mailings to open new markets. "Our business has doubled in size from the first quarter of 2000 to the first quarter of 2001."
Classified Ad -- Job Opportunity
Vice President, Production and Creative Services
DMW, one of the nation's leading direct response agencies seeks a motivated individual to manage the local Account Service and Creative Teams. DMW's Braintree office serves the direct response needs of more than fifty not-for-profit clients including many of the nation's public broadcasting stations. The successful applicant must understand direct mail production, including creative, print, lettershop and information processing; manage a team of full-time employees and free-lance contractors; and maintain a working relationship with other offices within the company.
Requirements are a BS degree in Marketing or Business or equivalent with 5-7 years experience in the direct mail industry. DMW offers a competitive salary with solid benefits to include 401K.
Please send your resume to: Tom Hurley, Managing Director, DMW, 45 Braintree Hill Office Park, Suite 400, Braintree, MA 02184-8723, or FAX 781-356-3299.
If you want to learn more about direct marketing or need to brush up your skills, make sure to get a copy of George Duncan's new book Streetwise Direct Marketing: How to Use the Internet, Direct Mail, and Other Media to Generate Direct Sales. Published by Adams Media Corp. [ISBN: 1-58062-439-1], it covers a wide range of topics including structuring the offer, choosing the right mailing lists, writing copy to increase response, combining direct mail with alternative media, and succeeding with e-mail marketing. It's a great resource, chock-full of informative case studies and checklists. It's available from Amazon.com and other major bookstores.
Sylvia Konkel, Marketing and Information Manager reports that EU Services is offering direct mail tracking through the USPS Planet code process now available nationwide. EU Services prints the Planet codes on a few pieces of mail in each zip-sorted mail tray which allows the USPS to report geographic locations back to the mailer. Then clients can receive tracking reports to help in campaign coordination and planning. Although it is not as precise as FEDEX, it does provide delivery dates for given areas of the country.
Even though Eastern Rainbow and Souhegan Color officially merged in early 1999, they just recently launched a new name for the unified company: Vermillion, Inc. According to Bob Stuart, Sr., CEO of Vermillion, the firm involved all of its employees in the process and out of hundreds of suggestions, Vermillion won out. "Aside from the color implications, the name comes from a poem describing the soaring grace and strength of a falcon-like bird, so it was quite appropriate," he explained. The firm provides digital pre-press and commercial printing services from its Derry and Nashua, New Hampshire facilities.
If you would prefer to receive an all-text version of NEDMA News, please e-mail and type "all-text" in the subject line.
Or if you do not wish to receive the newsletter at all, please e-mail to
[email protected] and type "unsubscribe" in the subject line.
© 2001 The New England Direct Marketing Association
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This issue sponsored by:
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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7500 Excelsior Blvd.,
St. Louis Park, MN 55426
800-548-2897
Fax 952-912-1900
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9 Arrow Drive
Woburn, MA 01801-2039
781-376-5000
1-877-mail-ims
www.mailims.com
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DMW is looking for a VP, Production and Creative Services!
See details below!
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Thanks to BeNOW for
e-mailing this newsletter
to our members.
www.benow.com
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Align Yourself
with the Experts!
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MAILING LISTS
Better LISTS=Better RE$PONSE. Research & recos. Business/Consumer/
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Executive Board
President:
Nancy Harhut
Mullen
Vice President:
Alan Rosenspan
Alan Rosenspan & Assoc.
Secretary:
Alex MacAaron
Direct Results Group
Treasurer:
Gary Harnum
IMS
Past President:
Pam Sullivan
Sullivan Creative
Managing Directors:
Beth Drysdale
Pat Lee
NEDMA News
Editor:
Marilyn Ewer
MKE Enterprises
Designer:
Sullivan Creative
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