Nation's Largest Regional Direct Marketing Association Recognizes the Success of Oversized Direct Marketing Format for Amnesty International
Vertis Communications, a results-driven marketing communications company, and Chapman Cubine Adams + Hussey (CCAH), a renowned full service direct marketing firm, today announced that its work on behalf of Amnesty International earned a 2012 Silver MAXI Award from the Direct Marketing Association of Washington. The direct marketing campaign was honored in the highly competitive Direct Mail category.
Amnesty International engaged CCAH in 2011 to develop a direct marketing campaign designed to generate petition signatures and donations among 50,000 prospects in support of women's human rights. The firm developed an oversized package design that Vertis optimized with its expert inline printing capabilities. As a result, the new mailer exceeded the standard-letter control's response rates and donation amounts by 58% and 59%, respectively, earning the direct marketing campaign a Silver MAXI Award.
"We are proud to align with these organizations dedicated to making a real difference by utilizing the creation of impactful direct marketing programs that leverage innovative designs and leading edge production," said Kathy Calta, Chief Marketing Officer, Vertis Communications. "This collaboration led to award-winning work that demonstrates an excellent example of results-driven marketing."
CCAH's unique package design captured donors' attention with a bright yellow envelope front including black text that read "MASSIVE injustice deserves a MASSIVE response." The back encouraged recipients to look inside for free, personalized address lables that accompanied a four-page cover letter, also personalized with the names of each recipient's U.S. Senators and House representative. In addition, six petitions signed to various U.S. leaders, including President Obama and Secretary of State Hillary Clinton, were positioned inside the piece. The envelope itself opened to a poster that restated the letter's most striking messages in bold copy. Vertis' inline production printed all components seamlessly, reducing costs, paper waste and press time while ensuring each personalized piece reached the appropriate recipient. In addition, the company consulted on where particular pieces could be positioned to maximize exposure and urge action.
"This recognition from DMAW is a reflection of our mission to deliver campaigns that keep us and our clients at the forefront of the ever-changing direct marketing industry," said Jenny Allen, Principal and Senior Vice President, CCAH. "We are also honored to have a partner in Vertis who helped us optimize this particular campaign with state-of-the-art printing technology."
Since 1979, DMAW has been presenting the MAXI Awards to honor and recognize success and achievements in the direct marketing industry. More than 30 leaders in direct marketing made up the diverse judging panel that selected winners predominantly based on campaign results, in addition to other criteria including strategy, copy, design/format, production and innovation. DMAW, the nation's largest regional Direct Marketing Association, represents 1,000 members located in the Washington metro, Baltimore, and Central Virginia areas.