AWARD WINNING DIRECT MAIL How to create successful campaigns 2015 1
2 PROTECTED B or CONFIDENTIAL How campaigns drive success Response Orientated Strategy Creative Results
3 PROTECTED B or CONFIDENTIAL How campaigns drive success Strategy Creative Results
4 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging Information required on how the strategy was developed Response Mechanism
5 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging Current or New customers Demographics Psychographics Life stage Response Mechanism
Award winning campaign: Targeting 6 PROTECTED B or CONFIDENTIAL
Award winning targeting 7 PROTECTED B or CONFIDENTIAL
8 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging The format of the campaign and how it is delivered Flat or dimensional Addressed or Unaddressed Own list or purchased/rented list The materials used Response Mechanism
Award winning format & delivery 9 PROTECTED B or CONFIDENTIAL
10 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging Sending the campaign when the offer is most likely to be responded to Seasonal Event Response Mechanism
Award winning timing 11 PROTECTED B or CONFIDENTIAL
Award winning timing 12 PROTECTED B or CONFIDENTIAL
Award winning timing 13 PROTECTED B or CONFIDENTIAL
14 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Offer & Messaging Creating an offer and using messaging that is most likely to generate a response from the target audience Response Mechanism
Award winning messaging 15 PROTECTED B or CONFIDENTIAL
Award winning messaging 16 PROTECTED B or CONFIDENTIAL
Award winning messaging 17 PROTECTED B or CONFIDENTIAL
18 PROTECTED B or CONFIDENTIAL Strategy Target Format & Delivery Timing Explain how recipients of the campaign can respond to the offer Offer & Messaging Response Mechanism
Award winning response mechanism 19 PROTECTED B or CONFIDENTIAL
Award winning response 20 PROTECTED B or CONFIDENTIAL
Award winning response 21 21 PROTECTED B or CONFIDENTIAL
22 PROTECTED B or CONFIDENTIAL How campaigns drive success Strategy Creative Results
23 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Emotion The strength of the creative and originality Brand
24 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Emotion Having a bearing on or connection with the matter at hand Brand
Award winning relevance 25 PROTECTED B or CONFIDENTIAL
Award winning creative 26 PROTECTED B or CONFIDENTIAL
Award winning creative 27 PROTECTED B or CONFIDENTIAL
28 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity A quality of enriched significance Emotion Brand
Award winning resonance 29 PROTECTED B or CONFIDENTIAL
Award winning resonance 30 PROTECTED B or CONFIDENTIAL
Award winning resonance 31 PROTECTED B or CONFIDENTIAL
32 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Clearness of thought Emotion Brand
Award winning clarity 33 PROTECTED B or CONFIDENTIAL
Award winning clarity 34 PROTECTED B or CONFIDENTIAL
35 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Emotion In response to an emotion, humans are compelled to do something Dr Peter Murray Brand
Award winning emotion 36 PROTECTED B or CONFIDENTIAL
Award winning emotion 37 PROTECTED B or CONFIDENTIAL
Award winning emotion 38 PROTECTED B or CONFIDENTIAL
Award winning emotion 39 PROTECTED B or CONFIDENTIAL
40 PROTECTED B or CONFIDENTIAL Creative Relevance Resonance Clarity Emotion the story that communicates who it is, what it means to the consumer, and why the consumer should care. Dr Peter Murray Brand
Award winning brand 41 PROTECTED B or CONFIDENTIAL
Award winning brand 42 PROTECTED B or CONFIDENTIAL
Award winning brand 43 PROTECTED B or CONFIDENTIAL
44 PROTECTED B or CONFIDENTIAL How campaigns drive success Strategy Creative Results
45 PROTECTED B or CONFIDENTIAL Results Target response Relationships built Return on Investment has some directly attributable effect on behaviour Cannes Lions entry requirement
Award winning target response 46 PROTECTED B or CONFIDENTIAL
Award winning target response 47 PROTECTED B or CONFIDENTIAL
Award winning target response 48 PROTECTED B or CONFIDENTIAL
49 PROTECTED B or CONFIDENTIAL Results Target response Relationships built Return on Investment What relationships were built as a result of the campaign?
Award winning relationships built 50 PROTECTED B or CONFIDENTIAL
Award winning relationships built 51 PROTECTED B or CONFIDENTIAL
52 PROTECTED B or CONFIDENTIAL Results Target response Relationships built Return on Investment Was it worth it?
Award winning return on investment 53 PROTECTED B or CONFIDENTIAL
Award winning return on investment 54 PROTECTED B or CONFIDENTIAL
Award winning return on investment 55 PROTECTED B or CONFIDENTIAL
Award winning return on investment 56 PROTECTED B or CONFIDENTIAL
57 PROTECTED B or CONFIDENTIAL Support across Canada Western Canada; Yukon, British Columbia, Alberta, Saskatchewan, Manitoba) Raewyn Sleeman raewyn.sleeman@canadapost.ca 604-360-6750 Ottawa, Quebec & Eastern Canada; Newfoundland, Nova Scotia, New Bruswick, Prince Edward Island Daniele Gregoire daniele.greoire@canadapost.ca Central Canada: Toronto Emmanouel Mouratidis Emmanouel.mouratidis@canadapost.ca 416.204.4465 Central Canada: Toronto Brett Abernethy brett.abernethy@canadapost.ca Andreas Schwartz Sr Manager, Direct Marketing Andreas.Schwartz@canadapost.ca 604.314.7065