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Covenant Designs

Direct Mail Marketing Direct Mail Campaign

Direct Mail Design Direct Mail Dallas

Direct Mail campaigns require both top notch Graphic Design and keen Marketing savvy to guarantee outstanding results. Direct Mail is so powerful because it puts your message right into your customer's hands.

Covenant Designs' 3 Pillars that form the powerful foundation of our Direct Mail successes are:

COMMAND ATTENTION	TARGET YOUR CUSTOMER'S NEEDS	ELICIT A POSITIVE RESPONSE

Creative and Graphic Design is applied to Command Attention. The look and feel of your Direct Mail piece must appeal to the values and visual associations of the customer while expressing the core value of your product or service. But a great looking and well-designed piece is not enough all by itself to generate profit.

Your Direct Mail campaign must also Target The Customer's Needs. It must get into the hands of the right demographic. The better the mailing list, the higher the response rate. Still, that in and of itself is not enough to succeed.

Only by a synergistic working together of the 3 Pillars will your Direct Mail campaign be a success in every sense of the word. Your marketing campaign requires a Strong Positive Response. Covenant Designs crafts our direct mail pieces, each for their own audience, but always to get the potential customer to take the desired specific action.

Download PDF Direct Mail sample sheet

~ Examine Two Case Studies ~

Case Study: The Dallas Opera

The Dallas Opera brought us a challenge: Promote 6 operas in a single season for the price of the usual 5 operas. Because the rehearsals had not even begun, we gathered photos of the opera stars and set designs from around the nation. We applied groundbreaking digital technology to save $60,000 on the production of their Season Brochure. The Design of the piece used tear effects, metallic gold ink, musical score from each opera's libretto, illustrations of the opera stars and oil paintings created for the promotion to Command Attention.

We used a 2-pronged Direct Mail method of both brochure and postcards, integrated into a single thrust over 3 months. We targeted past opera subscribers while also gleaning from other local arts lists. The response was more than positive: we sold the season out. We sold it out months ahead of schedule of any season ever before. We exceeded their goals, received critical acclaim, and make the Opera's internal marketing liaison look like a hero by coming in well under their budget.

Case Study: Mid-American Capital

Mid American Capital came wanting to promote their new generation of services.

This required winning design, a refined product offering and also a well-targeted mailing list. To communicate value visually, we chose the Pearl of Great Price metaphor using a stock photo and digitally enhancing the pearl. We worded the offer to be simple, succinct and clear. We integrated the words into the image by appealing to the customer's imagination. We then sought out only the mailing demographic that was optimum for their exact market.

Statistical averages nationwide for this market showed response rates as high as 1%. We blew the curve by pro diving an astounding 11% response rate. An attention-grabbing image alone could not do that. A needs-targeted offer alone would account for that record-breaking result. Nor could the most refined mailing list take all the credit. Only a skilled combination of all 3 Pillars provided the united power to rocket their sales off the charts.