2012 Winners—Direct Marketing

Print Ad

Winner: Darigold


Click on image above to view a PDF of the entry.

Darigold FRESH V5 and Mini Recipe Booklets: In FRESH Magazine, we highlight our farmers, with a focus on Darigold products and recipes. This year we added an additional form of distribution; FRESH was sent by direct mail as well as used for in-store promotions. Feedback was positive and brand awareness increased.


Merit Award: Hodgson/Meyers


“Closed for Business”: This direct mailer was directed at retail and service businesses around the country who do not have WiFi available for their customers and clients. Communication objective was to zero in on customer loyalty as retailers and service companies are extraordinarily sensitive about their clientele. Windstream (a telecommunications company like Verizon) has current specials on WiFi service for small businesses.


Merit Mention: Hodgson/Meyers


“Food Is Love”: This direct mailer was for Pro Bono client Emergency Feeding Program of Seattle and King County. The objective was to get businesses to attend a benefit gala around Valentine’s Day and support the organization. Design brings these elements together in elegantly and positively. P.S. Event was well attended.


Custom Packaging


Winner: Draftfcb Seattle


HP PurchasEdge Madagascar 3 Promotional Direct Mailer: HP PurchasEdge wanted to promote their partnership with DreamWorks’ Madagascar 3 movie via a 20% discount on HP color printers. Highlighting the circus theme of Madagascar 3, we created a custom DM piece filled with animal crackers. This fun, engaging piece created plenty of buzz and extremely high customer engagement.


Merit Award: Hunt Marketing Group


Concur Invoice Management Conversation Starter: We developed a dimensional mailer with custom box to generate interest in Concur’s Invoice Management service. The campaign presented Concur as the solution to a puzzling invoice management process. The puzzle cube design on the box captures the complexity of the reader’s current process before revealing Concur’s simple solution inside.


Merit Mention: GCDirect



New Market Traffic Building Campaign: A letter package with a buck slip insert. Challenge: Introduce the Les Schwab brand into a new market, while driving traffic and sales to five new stores. Solution: Use creative that leverages Les Schwab’s good reputation from other markets. Send brand introduction with offers to prospects in each new store’s neighborhood.

B2B Campaign

Two entries received a Big M award in this category.

Winner: The Seattle Times


Click on image above to view unfolded mailer.

Football Mailer: Leading with message rather than name, this direct mail campaign captured new business from B2B customers who had not previously considered The Seattle Times as a marketing partner. The campaign saw an ROI of 2433% including one client who choose to use a die-cut mailer as one of their marketing vehicles.


Winner: Hodgson/Meyers


Click on the image above to view the full campaign.

“The Big Easy”: Description of Campaign: Multi-faceted lead generation, product launch.


Merit Award: Blend Creates

systemthree microsite R3_B

Click on image above to view entire campaign.

System Three SA-2100 Campaign: Product introduction campaign consisting of Print Advertising, Direct Mail and a Microsite. The direct mail response rate was near 7%.