PDMA Direct Views - Summer 2012 Issue

SUMMER 2012

Building A Platformfor Integrated Marketing

Reaching Boomerswith the Six C’s

PHILADELPHIA DIRECT MARKETING ASSOCIATION

Celebrating the Best

direct views

The 2012 Benjamin Franklin Awards

2 | PDMA directviews | SUMMER 2012

Table of Contents President’s Message .................................................................. 2

All Systems Go: Building A Platform ..................................... 3 for Integrated Marketing

Ready to Win More Bennys? ................................................... 4

The Stars Come Out for PDMA’s Benny Awards Banquet ............................................................ 6

PDMA Annual Golf Classic .................................................... 10

Reaching Boomers with Six C’s ..............................................12

News & Notes .............................................................................13

Welcome New PDMA Members .......................................... 14

Thank You to Our Advertisers ................................................15

PDMA Career Center ................................................................15

Winners and WinningPRESIDENT’S COLUMN

Geff Rapp, Group G Direct, Inc.

I had the recent pleasure of attending this year’s PDMA Benny Awards event. Watching my PDMA colleagues get

recognized for their excellent work — seeing the enthusiasm of their reactions and the joy on their faces as their entries were chosen for awards — underscored something very basic in human nature. Winning is fun and immensely satisfying. For that reason you understand why people want to win and to be associated with “winners.” We want our Phillies to win (please let them win), and our USA Olympic team members to win and, perhaps most of all, we ourselves like to experience personal victories.

So let’s put this desire for winning into a DM perspective. When we use the term winning in direct response we mean that a marketing execution has performed at an acceptably high level — usually compared to an existing effort. When we win business, it is because we have presented our product or service in a way that made a compelling case to the buyer. When we create a proposition that is win-win (or the elusive win-win-win), all parties involved benefit. And when you use the skills that you’ve worked hard to perfect, and you put together a flawless execution and you get great results — that is what it is all about.

PDMA supports winning. We support it in the form of marketing excellence, the dedication to the trade and best practices, the striving for constant improvement above the established status quo and promoting education and innovation. And best of all, this type of winning can be quantified, measured, analyzed, and proven in the work that we all do. So it is not a meaningless accolade but a true achievement.

Certainly winning in business is a profitable activity. But winning is indeed also about how you play the game. Employing qualities of professionalism, integrity, honesty, social and environmental responsibility and occasional humility are all factors that make us true winners. Real winners are those who understand that winning at all costs isn’t what makes us a winner. In the end, results are important — but how you get there is too. That type of winning is something PDMA is proud to represent.

Geff RappGroup G [email protected]

PDMA Calendar At A GlanceThursday, September 13

Workshop – Penn State Great Valley CampusTopic: Internet Marketing Series – Back to Basics

Thursday, September 27 Luncheon – Crown Plaza, King of Prussia, PA

Topic: 2013 Postal Planning

Wednesday, October 17 Luncheon - Crown Plaza, King of Prussia, PA

Topic: Social Media

For registration information visit the PDMA Web site at www.the-pdma.org.

SUMMER 2012 | PDMA directviews | 3

Everywhere I go — from speaking engagements to client

meetings — people want to talk about strategies for social media, eliminating print, Google marketing, and email communications. The first question I ask is “how do you like your database?” Typically, the look of pain that covers the person’s face tells me all I need to know.

There are three key parts to effective communications. Imagine a tree with roots, a trunk and leaves. The roots are the brand. You don’t see all the aspects of a brand, but they are there guiding decisions. The logo, strategy, positioning, style guidelines, mission and vision are all part of the underground roots that make a brand strong.

On the other end, the leaves are like the tactics used to get our brand message out. Direct mail, advertising campaigns, newsletters, and other collateral constantly change, drop and repeat as needed to connect with audiences.

In between brand and tactics are the tools I call the “platform”. These are key elements that create a bridge between strategy and execution — like the trunk of the tree. Your database, website, and email program make up the structure needed to create a stable, long-term marketing program that isn’t a drain on your resources. How well these essentials work together can be the difference between efforts paying off and falling down.

WebsiteHow old is your website? The single biggest issue with websites is that older technology was very hard for the average person to update. Five years ago a company built a website and considered the project done. Current technology has made it easy and affordable for companies to manage their own shopping carts, integrate blogs, add new (and remove past!) events, update photos and even post video — all themselves.

A site with changeable, current content not only helps in search engine ranking, it gives you information to use in your social

All Systems Go — Building a Platform for Integrated Marketing

Beth Brodovsky

media efforts to bring your community back to your site over and over. Once your content gets them there, your website should direct users to join your email list so you gain permission to market directly.

Email For many companies, email has become

one of the best tools to get in front of prospects and customers. It’s not always easy or effective to rent an email list, so the list you build may be one of the most valuable marketing tools you own.

Email marketing through Outlook or other programs used to send and receive daily email is not a scalable option. Not only is it difficult to get mass email through to users, you can’t measure, track, segment, subscribe, or significantly brand your messages.

Get the most out of your list by using an email service that tracks user preferences.

Providers are available from inexpensive basics to high-end services that allow for complex marketing and testing.

One thing all email service providers have in common is their commitment to “opt-in” marketing. They want an assurance that the people on your list have elected to receive email from you, so driving email sign-up as part of your marketing strategy is critical.

Database An up-to-date, accessible database

is the backbone of any solid marketing platform. One that is seamlessly connected to your other tools can make you a marketing machine. Imagine your website will have great content that leads viewers to sign-up to hear more from you. That email form will collect data and put it directly into your database where you can use it to support direct mail, phone, social

All Systems Go: continued on page 13


Back in 2010, I wrote an article entitled, “How to Win More

Bennys in 5 Easy Steps.” Given the amount of great work that was honored on June 7, I think somebody must have been paying attention. Entries are up these days, and so is the number of winners.

But if you don’t think you’ve been getting your fair share, maybe it’s time to revisit those 5 easy steps. This time, I’ll provide some examples.

Ready to Win More Bennys? It’s Time to Follow These 5 Easy Steps

Marjorie Bicknell

1 Don’t compete against yourself.It’s not how many times you enter that maximizes your chances to win. It’s how many categories you enter. Put two great creatives into one category and one of them is a guaranteed loser. So, before you drop all your eggs into one basket, review all the categories and think creatively about where you can place your entries.

I once had a boss who would take our very best creative and enter it all in the Business-to-Consumer DM or Multi-media Campaign categories. We often won the Benny in one — or both — categories, but he always felt cheated. He

thought our work should have brought home more Bennys. And it would have if our entries weren’t in one or two categories competing against each other instead of against other people’s work.

2 Enter strategically.Now that you’ve pulled multiple creatives out of a single category, go one step farther and see if there isn’t more than one category where your entry can logically fit. It had never occurred to me to enter in multiple categories until I saw an agency clean up at the Addy awards by entering one ad and one billboard in at least a dozen categories. The judges liked that creative over, and over, and over again. I personally have used this strategy several times. Twice, the same creative came home with two Bennys. The double awards were for Open Stage of Harrisburg in 2005 and for Ashworth College in 2010. You might not always win twice, but entering one creative in more than one category really ups your chance to win.

Another way to enter strategically is to stay away from the “popular” categories. Of course, you can’t always avoid the categories that traditionally get the most entries, but sometimes your work can also fit in a category that doesn’t get as much action. Entering in that category also ups your chances of scoring a win.

This year, my Benny for Little Theatre of Mechanicsburg won because it fit the DM on a Shoestring category, where I could highlight our special challenge — a tiny budget. As a multi-media campaign, it wouldn’t have stood a chance against winning work in the multi-media category for Aon Affinity, The Agency Inside Harte-Hanks and Tminus1.


3 Be specific about your challenges and your strategy for overcoming them.

Each year, your Benny entry form includes space to describe your marketing situation, specific challenge and your creative strategy. Make sure you explain exactly what you faced when you started your project. The individuals judging your work know direct marketing, but they may not know your industry. Without this important background information, they might never realize how really creative your solution was.

4 Put your results in context.It’s hard to know the impact of your response rate unless you tell the whole story. So make sure that the judges understand what your response rate means in terms of total new customers, annualized profits or any other form of ROI that demonstrates how your creative impacted your client’s bottom line. With some products even a 1% increase in response can mean a million dollars in new business. But the judges won’t know that unless you tell them.

This year, my client, Little Theatre of Mechanicsburg, couldn’t afford to hire an art director. Now, as an art director, I’m a pretty good copywriter. But I dove in and

helped volunteers from the organization design their own postcards, brochures, e-mails and show art. Pointing this out to the judges really helped to dramatize our challenges ... and also explained what could have been a minus in the creative — very basic art direction.

5 Take as much care in presenting your entry as you did developing your creative.

Of course you’re busy handling your clients’ needs and running your business. But resist the temptation to turn over the completion of your Benny entry forms to your college intern or your secretary. Instead, do it yourself. Or ask the team who did the work to complete the entry.

They know more about their challenges and their solutions than anyone else. Better yet, they care more about winning. That means they’ll do a better job of preparing the entry.

Also remember that neatness counts. Type your entry form. Check it for misspellings and grammatical mistakes. Make sure it looks as professional as the work you’re entering. You wouldn’t want to be passed over because of somebody’s scratch outs or poor penmanship.

Does following these guidelines guarantee that you’ll come home a winner? Absolutely not. Judging is always subjective and you can’t predict what the judges will like from year to year. But following these guidelines will ensure that your entry will be seen at its very best — and that’s sure to pay off in the long run.

Do yourself a favor. Keep these five easy steps handy. I look forward to seeing you with your newly won Bennys in hand at the 2013 Benjamin Franklin Awards for Direct Marketing.

•••••••••••••••••••••••••••••••••••••••••••••••Marjorie Bicknell is a direct marketing copywriter and consultant and owner of Bicknell Creative who has created award-winning campaigns and has won over 30 different marketing awards including an Echo Honorable Mention, 16 Benny Awards and 7 Benny Honorable Mentions. You may contact Marjorie at [email protected] or visit www.bicknellcreative.com


A panel of direct marketing experts from the New York Direct Marketing Association judged this year’s submissions and awarded 38 winners and 4 honorable mentions in addition to naming the Thomas Black Memorial Best of Show to The Agency Inside Harte-Hanks for their entry: 2012 Hyundai Veloster Launch Campaign

The Agency Inside Harte-Hanks was the evening’s big winner garnering eight additional awards. Seventeen additional companies were winners

The Stars Come out for PDMA’s Benny Awards Banquet

in the competition including Aon Affinity, Bank of America, 365 Direct, Bentley Rowland Printing, Bicknell Creative, Direct Choice, DMW Direct, fwd>direct, Goodman Marketing Partners, Moss Rehab, Group G Direct, Maiden Media Group, Mint Advertising, Parker and Partners marketing Resources, RPM Direct, Schultz and Williams, Tminus1 Creative.

Attendees enjoyed cocktails and networking to the lively sounds of

Midnight Special and got a chance to schmooze with special guest Ben Franklin. Some of the more adventurous declared their support of direct marketing by applying a PDMA tattoo. (Temporary, of course. Loyalty only goes so far).

The attendees enjoyed a sumptuous meal, while the sharks in the surrounding tanks looked on. Emcee Luci Rainy, Comcast Vice President of Direct Marketing, kept the suspense going announcing the winners in each category.

Sponsors for the evening event included Platinum Sponsor Action Mailers, Inc., Gold Sponsors DMW Direct, fwd>direct, Japs-Olsen Company, Quattro Direct, as well as Nimiok Philadelphia, Schultz & Williams and Tri-State Envelope Company.

The creative stars rivaled the ones glittering in the Philadelphia skyline across the Delaware when the PDMA presented its

Benny Awards to the best and brightest in direct marketing at the 39th annual Benjamin Franklin Awards, held on June 7th at the Adventure Aquarium in Camden, New Jersey.


The 2012 Direct Marketer of the Year award was presented to Linda Torelli. Linda exemplifies the qualities that comprise an experienced, knowledgeable, strategic leader, lending her considerable talents and expertise to the PDMA as a member of the Advisory Council, helping to bring positive change and results to the PDMA’s educational programs.

“What I love about direct marketing is the intense interest in results,” commented Linda during her acceptance speech. “It is not about the journey, but the destination.”

Linda specializes in building strategic marketing programs that drive growth and optimize profitability for life sciences, technology, and non-profit organizations. Across more than 20 years as a marketing leader, Linda has launched new brands within personalized medicine, introduced direct marketing as a strategic revenue driver in mature markets, and led transformative internal marketing initiatives.

In addition, Linda helps local non-profits strengthen their brands and increase support. Linda currently applies her expertise on a consulting basis, primarily to organizations without the internal expertise necessary to build a strategic marketing framework then follow through with program planning, execution, and measurement.

She is a member of PDMA and serves on the Advisory Council. She continues to bring positive change and results to our educational programs.

The PDMA Lifetime Achievement Award, only the fourth given in the Association’s 69-year history, was presented to Diane Rodwell, President, Col Voce, LLC.

Diane came to marketing with an unusual background — college music professor. Her 25 plus years in this second career has spanned two general agencies, eight years at Devon Direct, and now over 10 years growing her own successful agency, Col Voce. Over the years clients range from telecom giants AT&T, Bell Atlantic, British Telecom and Nextel - to small niche B-to-B start-ups - to global industry leaders like Agilent Technologies.

Her passion is strategy, and helping guide creative efforts that not only win awards but continually outperform client’s objectives. Diane will say that her primary contribution to the PDMA has also been the reason for her success: to mentor, support, and employ our area’s talented direct professionals.

Though she may no longer be in academia, Diane’s musical training still influences her direct marketing philosophy. “I have always worked to help clients ‘find their voice’ in their work,” she said, accepting the award.

Direct Marketer of the Year Award

Lifetime Achievement Award

Greg Olenski and Geff Rapp on behalf of

Group G Direct

Karen Keenan (left), Integral Matrix Group, Inc.and Denise Williams of Goodman Marketing Partners present the Direct Marketer of the Year award to Linda Torelli (right)

Marj Bicknell (left) of Bicknell Creative presented this year’s Lifetime Achievement Award to Diane Rodwell, President of Col Voce. Also pictured (right) is Karen Keenan, Integral Metrix Group, Inc.

Bill Rogers,Carlos Lopez and Donald Williams accepts the 2012 Thomas Black Memorial Best of Show Award on behalf of The Agency Inside-Harte-Hanks for their 2012 Hyundai Veloster Launch Campaign entry in the Multi-Media – Acquisition-Offer to Purchase category.


Deborah DePalma, Laura Liddy, Diane Widdop and Joe Firth on behalf of Affinity Insurance Services

www.abcmailers.com

500 Sharptown RoadSwedesboro, NJ 08085-3161 (856) 241-2100Fax (856) 241-1010

DATA PROCESSING SERVICESHIGH SPEED LASERS & INK JET PRINTINGINSERTING #10 – 6 x 9 – 6 x 11 – 9 x 12 – 10 x 14COMPLETE BINDERY SERVICEON SITE USPS FACILITYCOMPUTERIZED INVENTORY CONTROL SYSTEMSPRINT BROKER SERVICES-FORMS, ENVELOPES, BROCHURESSALES CONTACT: [email protected]

Qu ickT ime™ and a

decompressora re needed to see th i s p i c tu re .

Kevin Breen, Kortney Cruz, Bill Spink, Renee Mezzanotte from DMW and Bert Haughlin from IBC. Steve Klein from Dakota-Diesel, Gina Signorella-Arlen,

Meghan Dolan and Terry Scullin from Tminus1 Creative

Reem Massella on behalf of Affinity Insurance Services, Inc.

Renee Mezzanotte, Tara DiFrancesco, Wendy Vagnon and Kevin Breen on behalf of DMW Direct

Congratulations to the Benny Winners!

Anne Lake, Nickolas Lanzi, Mike Burgoon, and Scott McLaughlin on behalf of Direc Choice


Thank you to the PDMA Benny Sponsors!

Platinum

90 Commerce DriveAston, PA 19014

www.actionmailers.com

Gold

Event

Nimlok Philadelphiawww.nimlok-philadelphia.com

Schultz & Williamswww.schultzwilliams.com

Tri-State Envelope Corporationwww.tristateenvelope.com

A Special Thank You to Committee Chair and Contributors

2012 Committee Chair Marjorie Bicknell, Bicknell Creative

Entry and Event Invitation CreativeNicole Maziarz, Pat Donoghue, Bill Spink, Kevin

Breen, Elaine Sellers and Jim McAvoy, DMW DirectEntry and Event Invitation Printing and Mailing

Digital Dog DirectVideo Producer

Goodman Marketing PartnersWinners Book DesignTminus1Creative, Inc.Winners Book Printer

Independent Graphics, Inc.

Thank you to the New England Direct Marketing Association

(NEDMA) for their participation as Benny Judges.

www.dmwdirect.com www.fwddirect.com

www.japsolson.com www.quattrodirect.comAmanda Drenning, Anthony Azzarano and Elizabeth Yasso on behalf of The Agency Inside Harte-Hanks

Denise Williams on behalf of Goodman Marketing Partners

Jarred Garber and Dana Alan on behalf of Bentley Rowland

Mary Edwards, Craig Greiner, Stacey Ott-Greiner and Jillian Heyl on behalf of fwd>direct, llc.

Samantha Prestia and Gail Whiffen on behalf of Schultz & Williams


This year’s Golf Classic was indeed a classic! More than 100 golfers and friends took to the course on July 30, at the Edgmont Country Club in Edmont, PA PDMA members and guests enjoyed a festive atmosphere after the outing with live music, great food, and libations during the pre- and post-dinner receptions.

PDMA Annual Golf Classic

This event is a huge undertaking that was headed up by Aleka Agapitides and Lisa Mark and their great committee: Erik Formica, James Capanna, Joseph Kauffman and Jennifer Carahaly.

Thank you to the committee and all the many volunteers that made the 2012 Golf Outing a success!

1st Place Team Walt PangburnGreg StahleyTim TaggertMike Fisher

2nd Place TeamScott EvansMatt BondFrank TinoBrad Shockey

3rd Place Team Sean PlasmirCharles BastianRob WhitmanMatt Ziegler


Title SponsorsAction Mailers, Inc.

Tournament Dinner SponsorIBS DirectLuncheon SponsorPitney Bowes

Corporate SponsorsInnovative Print & Media GroupMcArdleVertis Communications

Rite Envelope

Golf SponsorsMidland PaperValley Forge Tape and Label

Beverage SponsorsPitney Bowes Presort ServicesMCS Services

Hole in One SponsorVideon Chrysler

Tee SponsorsABC MailersAlliance Business Systems, Inc.Bradley GraphicsDirect Mail SolutionsDupli EnvelopeEnterprise Tape and LabelFamily Pet Resortfmi direct, inc.Group G DirectIntelligencer Printing International Mailing SolutionsMidland Paper Co.Prolist – Direct Marketing ServicesUSI Affinity

In-Kind SponsorsACE USAAnnodyneBella PizzelleBrothers CateringCaseys TavernCatholic Relief ServicesCharlotte’s RestaurantColortreeCountry Squire DinerDay-Timers, IncDiamond GraphicsEdgmont Country ClubEncompass ElementsFormost Graphic Communicationsfmi direct, inc.Great Atlantic Graphics, Inc.ICSIsabella’s RestaurantLongEffectNational Mail GraphicsPhiladelphia ZooQuattro DirectQDHMRite Envelope & Graphics, Inc.Studio HTango Vision, Inc.Teikoku Japanese RestaurantVideon Chrysler

Special Thank You To Our 2012 Golf Sponsors


1. Carve the market up into at least two segments.

With 18 years between them, the Leading Edge Boomers (1946-1954) and the Trailing Edge Boomers (1955-1964) are two very different segments. To put things into perspective, the oldest Leading Edge Boomers are eligible for Medicare, but the youngest Trailing Edge Boomers haven’t even turned 50 yet. Tommy Lee Jones is a Leading Edge Boomer, while Courtney Love is a Trailing Edge Boomer- can you imagine using the same approach to sell to both of them?

Leading Edge Boomers are okay with being “boomers” but don’t like the term “seniors,” a word they associate with their parents. Conversely, Trailing Edge Boomers dislike being called “boomers.” Both segments share an “it’s all about me” attitude, hence the importance of how each “me” perceives itself.

2. Compliment them on their agelessness. In their own minds, Boomers will never

grow old. Make sure the photos and language you use reflect how they see themselves, and not their numeric age.

3. Carry them into the future and don’t dwell on the past.

Boomers are forward-thinking, not backward-looking individuals, so using nostalgia can backfire if not done properly. When referring to the past, only use it in contrast to how much this generation has changed. They are better. They have different needs. Talking too much about the “good old days” makes them feel old.

Recollections also aren’t always fond; we’ve all looked back and asked, “What was I thinking?”

4. Create a climate of comfort.If they can’t read it easily, understand it

clearly or access it quickly, Boomers will go elsewhere. Any approach that makes them feel inadequate or old will result in rejection. Small font sizes or complex industry jargon are causes for throwing out direct mail (and don’t forget that if mail drives them to your Web site, it should be easy for them to navigate).

To Boomers, knowledge is power. They are information sponges who love companies that are willing to educate them, and who feel more comfortable making a decision when they are armed with data.

5. Convey convenience. Having grown up in the analog world

and progressed into the digital world, the Boomer generation sees both worlds as useful and necessary. Typically, they will access a number of different routes to reach the final sale; for instance, reading direct mail but going to your Web site for more information, or calling on the phone but sending an e-mail question later.

6. Come off as credible.

This jaded cohort has seen it all when it comes to advertising. Ever since the parents of the Leading Edge Boomers plopped them in front of the TV set to watch Captain Kangaroo, they’ve been the target of advertising and have learned to ignore outrageous claims. The good news is

they are very receptive to what their peers say, so using referrals and testimonials can help with your credibility.

Not particularly brand loyal, Boomers are more concerned with whether a product fits their needs than who is selling it. However, how you sell is important. Boomers do not like to be sold, so tell a story, an anecdote or example that brings your message to life instead of bombarding them with claims. This allows them to feel in charge of the decision-making process.

Marketing to Boomers can be both challenging and rewarding; however, if you take the time to address these six C’s, you’ll find the rewards to be well worth the effort.

If you would like to learn more about this topic, be sure to visit the DMW Direct blog, No Green Bananas at www.nogreenbananas.net.

Linda’s career, like many people at DMW, spans both agency and client-side roles. She knows through personal experience what clients need and what they value. Linda helps assure DMW activities are aligned with client priorities as she directs account team activities, develops marketing plans and budgets, and enjoys rolling up her sleeves in ad hoc marketing consulting sessions. She has also directed the expansion of successful agency programs such as the Turning 65 Birthday program, seminar mailings to increase attendance, conversation/retention efforts, and non-converted lead projects. Reach Linda at [email protected]

Reaching Boomers with the Six C’sLinda Armstrong

78 million strong. 10,000 of them turn 65 every day. When the last hit 50 in 2015, they will account for 40% of adult consumers and have the most cash to spend of any other age group. Boomers—you know you want them, but do you know how to get them?

First, it is important to recognize that Boomers are a disparate group. Marketing to them as a single entity will not work. Second, it is vital to acknowledge and respect their differences from both the younger and older generations. Boomers are not a forgiving group so if you fail to do either, you risk creating a bad first impression that will be difficult to overcome. So, before you take that first step into the world of Boomer marketing, here are some basics you should know.

•••••••••••••••••••••••••••••••••••••••••••••••


Since

1962

610-524-8900800-345-1323

Online Quote Form www.vftl.com

and other marketing efforts. Websites built in Drupal or Wordpress

can incorporate database programs directly into the deployment. These technologies include functionality for email subscription, so you have all your updating in one interface. Look at CiviCRM for Drupal or RoloPress for Wordpress.

If you use contact management products like Salesforce, Sugar or other web-based CRM systems, you can typically find a plug-in already built that will help you connect a Drupal or WP site to your web-based CRM. If you really want to keep your separate email service, your web developer can often program your email service to connect directly to your database, so anything that goes into Constant Contact or another email provider will also be sent to your mail database.

Connecting the Dots Integrating your support tools can

completely change how you integrate your customer-facing tactics.

Building an email-marketing program provides the opportunity for frequent communication. Invite recipients to update their contact information and select what lists they want to be on and you will have accurate, segmented information for your next trade show, event or promotional mailing.

Draw your social community into your offline network by adding your email subscription form to your Facebook page. If you blog, adding a link to “subscribe to this feed” gets you nothing. People can do that without giving you any information – and few people actually take the time to read those subscriptions. Offer an option to subscribe by email so you can incorporate those readers into your other communications. Run a contest or host a survey on Facebook, promoting on Twitter and your blog. Enter participants into a

drawing if they provide their email, then send a personal thank you email and invite them to join your list.

Add an option to receive email to your event registrations and transactions. Create ebooks, slideshows or videos and offer them for free on your website in exchange for joining your list. Cross-promote these free offers on social sites and through promotional mailings.

Finally, with your clean, current, connected list you can more confidently invest in communications—mailed, emailed, online, onsite or social—sending the right offers to the right people at the right time. Enjoy hunting knowing the gathering is being done for you. •••••••••••••••••••••••••••••••••••••••••••••••

As the President of Iris Creative Group Inc, Beth Brodovsky helps member-based organizations use communication to build involved communities. Schools, associations, clubs and non-profits look to Iris to develop brand and ongoing communications that encourages members to stay, spend and bring their friends. Beth speaks and writes on the topics of brand development, continuity of communication, as well as communication to retain and activate members. You can connect with Beth at 610-567-2799, [email protected], www.twitter.com/bethbrodovsky, www.facebook.com/iriscreative or www.linkedin.com/in/bethbrodovsky

All System Go: continued from page 4 News & NotesBicknell Creative Wins 2012 CommunicatorMarjorie Bicknell President of Bicknell Creative, a Camp Hill, Pennsylvania creative services consultancy is pleased to announce that she has been awarded a Silver Award of Distinction in the 2012 Communicator Awards sponsored by the International Academy of Visual Arts. This marks the 8th time Marjorie Bicknell has received a Communicator Award and the 38th time she has been honored with a major advertising award.

The Communicator Award was awarded for a project entitled, “Serving Those Who Serve US.” It consisted of a unique method for marketing college degree programs to active members of the U.S. Armed Forces and their spouses. The project was developed by Bicknell Creative in conjunction with Rex Burruss Design of Atlanta, Georgia for Ashworth College.

“Serving Those Who Serve US” used the party model developed by Tupperware to reach out to our audience in the U.S. Armed Forces where frequent redeployment creates an advertising challenge.

Bicknell Creative provides creative services for advertising, direct mail, and interactive marketing. She has done award-winning work for: Agilent Technologies, American Mint, Angino and Rovner, Ashworth University, ATX Telecommunications AvMed Insurance, Colonial Penn Insurance, Jenny Craig, MarketMakers, MCI, Northern Central Bank Open Stage of Harrisburg, Preferred Care Partners, and Prudential Insurance among others.

Bicknell Creative’s work can be seen at www.bicknellcreative.com and Marjorie Bicknell can be reached at [email protected].


Ken BentonAccount Executive/Marketing SpecialistBank of America8030 Ditman St. Apt. 3Philadelphia, PA 19136(215) 514-9919 [email protected]

Evan ChildsDirector, Business DevelopmentSourceLink2250 Hickory Road, Suite 140Plymouth Meeting, PA 19462(609) 784-8918 [email protected]

Rich CichaDirector, Client Postal SolutionsSourceLink2250 Hickory Road, Suite 140Plymouth Meeting, PA 19462(856) 685-3601 [email protected]

Mary ConranAssistant ProfessorFox School of Business519 Alter Hall–1801 Liacouras WalkTemple UniversityPhiladelphia, PA 19118(215) 327-8154 [email protected]

Marc DavisProgram Manager–Mass MarketsPPL EnergyPlus2 N 9th St GENPL7Allentown, PA 18101(610) 774-2982 [email protected]

Kaylen DixonGroup G Direct729 Reeves Lane Warminster, PA 18974(215) 429-6911 [email protected]

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Beth HarvathAccounting Manager/Social Media StrategistDirect Choice, Inc.480 East Swedesford Road, Suite 210Wayne, PA 19087(610) 995-8213 [email protected]

Rita HuffVP AdvertisingRPM Direct LLC24 Arnett Avenue, Ste 100 Lambertville, NJ 08530(609) 566-7150 [email protected]


THANK YOU TO THE ADVERTISERSin this issue of Direct Views.

Please utilize these Direct Response Experts when you can:

PDMA 2012-2013 Board of DirectorsPresident Geff Rapp Group G Direct, Inc.Secretary Graham Ruffles QDMHTreasurer Mark Mandia DMW DirectChairperson Karen Keenan Integral Metrix Group, Inc.

Vice-Presidents Linda Barba Project Marketing, Inc. Marj Bicknell Bicknell Creative Christopher Long LongEffect Melanie Vivian Kreischer Miller

DIRECTORS Aleka Agapitides IBSDirect Marie Caldwell Aquent Studios Anthony Campisi Annodyne, Inc. Jacqueline “JB” Carl Genex Services, Inc. Nancy Harlan) Siemens Enterprise Lisa Mark Innovation Print & Media Group Jacqueline Ricchey Diamond Graphics Print Leslie Schultz The Agency Inside Harte-Hanks Joanna Smith Philadelphia Protestant Home Christine Wagner Direct Choice, Inc.

SUMMERPDMA DirectViews is published quarterly by and for members of the Philadelphia Direct Marketing Association and other interested direct marketers. For more information, visit www.the-pdma.org.

Editors Marie Caldwell Joanna SmithDesign/Layout Gotwald Creation, inc.Printing Independent Graphics, Inc.Lettershop fmi direct, inc.PDMA Office11 Bala Avenue, Bala Cynwyd, PA 19004Voice: (484) 270-5141Fax: (610) 664-5599

Voice (484) 270-5141Email [email protected] www.the-pdma.org

For advertising rates and schedules for all PDMA publications and sponsorships, contact PDMA at (484) 270-5141. All ads must be submitted by the 15th of the month prior to the publication month.

ABC Mailers p. 4, 8Anthony Bucolo at (856) 241-2100

Independent Graphics p. 14Sal Caimano at (215) 205-6859

Japs-Olson Company Back CoverDebbie Roth at (952) 912-1440

Nova Label p. 5Alan Fine at (800) 246-0506

Valley Forge Tape & Label Co p. 1 1Paul Myers at (610) 524-8900

USI Affinity p. 8Jim Pitts at (610) 537-1377

PHILADELPHIA DIRECT MARKETING ASSOCIATION

Amy KarlinPurple Star201 South 18th Street, Suite 1120Philadelphia, PA 19103(516) 521-3761 [email protected]

Christopher LongPresidentLongEffect2370 York Rd, E2 Jamison, PA 18929(215) 394-5186 [email protected]

Tanya McTaggartMarketing Consultant126 White Oak Road North Wales, PA 19454(215) 661-1441 [email protected]

Mark MonahanDirector, Business DevelopmentSourceLink2250 Hickory Road Suite 140Plymouth Meeting, PA 19462(302) 354-2499 [email protected]

John NelsonPartnerSONAR Group LLC729 Reeves Lane Warminster, PA 18974(610) 213-2880 [email protected]

Patrick O’BrienVP, Chief Marketing OfficerSourceLink2250 Hickory Road, Suite 140Plymouth Meeting, PA 19462(610) 416-7246 [email protected]

Dan RoitmanCEOStroll1600 JFK Blvd 3rd Fl Philadelphia, PA 19103(215) 701-3300 [email protected]

Graham RuffelsStrategic PartnershipsQDMH785 Elkridge Landing Rd Suite 300Linthicum Heights, MD 21090(215) 570-8439 [email protected]

Brynne TillmanPresident & COOBusiness Development UniversityP.O. Box 648 Ambler, PA 19002(215) 499-0499 [email protected]

Melanie VivianMarketing ManagerKreischer Miller100 Witmer Road, Suite 350Horsham, PA 19044(215) 441-4600 [email protected]

Todd Von DeakSociety of Hospital Medicine2322 Wallace Street Philadelphia, PA 19130(267) 258-5788 [email protected]

JAPS-OLSON

Print • Imaging • Lettershop • Postal Logistics7500 Excelsior Blvd. • St. Louis Park, MN 55426 • 952.932.9393 • www.japsolson.comCall or Fax for our Sample Kit to be mailed to you: Email: [email protected] Fax: 952-912-1900 Phone: 952-912-1440

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