|
|
How
did Limbach get quoted in a front page article?
Earlier this year, Johnson Direct created a market-specific media
kit to announce Proven Direct’s changed business name and
new strategic direction. The media kit was sent to a number of
editors, one of which was at DIRECT Magazine. The pitch letter
for DIRECT called out the latest developments in variable imaging.
“Advances in personalization for direct marketing is a
hot topic for marketers,” says Denise
Hearden, Director of Communications, Johnson Direct. “The
pitch letter highlighted this fact and positioned Mike Limbach
as an expert resource on the subject.
After a follow-up phone call to the editor, it wasn’t long
before staff writer Larry Riggs interviewed Limbach for his take
on the latest developments in digital printing.
|
“Several comments
and observations I presented to Larry appear
in the article along with the Proven Direct name. This great publicity
proves (to readers) that Proven Direct is on the cutting edge of
direct marketing production and headed in the right direction.”
--Mike Limbach, president, Proven
Direct
A TOTAL MAKEOVER for Postal Solutions
|
It isn’t every day that a company decides
to change its name. In October of 2002, company executives of
Postal Solutions, a marketing production firm based in Menomonee
Falls, Wisconsin, made the strategic decision to change its company
name.
Postal Solutions found that it needed to reposition itself in
the marketplace as a full service production resource for direct
marketers that require one-to-one communications services and
technologies.
The first part of its repositioning strategy was to rename and
restructure the company’s services. Then, a complete
marketing program was developed to communicate the changes
to clients and prospects.
|
 |
|
| Specifically, Johnson Direct:
- Created a strategic marketing plan to identify objectives,
target markets, strategies, tactics, budget, etc.
- Renamed and restructured the business services
to recognize the following service categories:
- Online/Electronic Communications
- Variable Imaging
- Direct Mail
- Fulfillment
- Created a memorable logo to accompany the
new name. A tagline was also developed to help
further define the company.
- Developed and executed the following marketing tools:
- Stationery
- Business cards
- Envelopes
- Corporate folder
- 1 About Us and 4 Product sell sheets
- Website (site architecture and content development)
- Printed newsletter
- Introduction PR campaign
- Media list development
- Media kit development
- News release
- Bio
- Backgrounder
- Pitch letters (per market)
On December 17, 2002, Postal Solutions formally announced its
new name – Proven Direct. The announcement of “Proven
Direct” also marked the formal launch of its newest services:
variable imaging and online marketing.
|
“Our image today
is stronger than ever.
The name ‘Proven Direct’ better represents the
diversity of our full service production capabilities.”
--Mike Limbach, president, Proven
Direct
Back to Marketing Know-how
|
