It was a fun and relaxed presentation, and we found the Capital Factory participants to be full of courage, energy and good ideas. These folks are hungry and ready to make a difference.

Here’s the presentation for your review:

Please check out The Capital Factory start ups – you’ll soon be hearing more from these folks:

Cubit Planning
Sparefoot
Hourville
PetsMD

Did you know that The Chicago Tribune averages 40% recycled stock? That equates to 116,377 metric tons of paper saved every year (and probably a few forests). Plus they use soy-based ink, bio-diesel in their delivery trucks and they offer a greener way to pay your bill. Easy Pay is their automatic service that eliminates monthly mailings and the need for checks.

We were approached by our client to create a mailer that would encourage people to sign up:

Our creative is hard-working, roll-up-your-sleeves direct response – a corporate communications envelope (6×9 kraft) that will be opened, crystal clear messaging and a fast call-to-action. The Tribune folks also threw in a solid premium – a re-usable grocery bag.

The letter is clean, with bold subheads that encourage scanning and instant understanding of the exclusive subscriber message. We’re hoping the results match our previous successes with the Tribune.

If you subscribe to the Chicago Tribune and get the above mailer, be sure to sign up for Easy Pay. Being “green” is practical choice that helps the world, and could be an easy part of your every day. Plus that bag is HUGE (we use ours all the time).

Three concepts were presented and what you see below is the dimensional mailer that was selected. 3D DM has near 100% open rates (who doesn’t open boxes?), and since our client is in construction we went with a blueprint theme. The tube is apropos, and rattling inside is a 256mb USB drive, pre-loaded with a splash site that launched upon insertion.

Our letter is 100% benefit driven for the developer’s who read it. The brochure showcases a diverse offering of Klein’s portfolio – everything from landmark construction to new Starbucks buildings.

We hear the reception so far is great, and it’s lead to many meetings and RFPs for Klein. If you’re looking for a commercial construction company in Chicago (and the suburbs), consider calling on our partners.

The blueprint theme is established with a teaser line above the addressing.

Once inside, the developer has an extraordinary kit – they don't normally receive 3D mailers.

The square brochure is light on copy and big on full-bleed images.

Like a good designer's portfolio, Klein's award-winning projects are easy on the eyes.

The copy we developed is all about value. For developers that means close personal service, quality construction methods and competitive prices.

Special thanks to our consumate partner, Kathy Labbe of PROforma. Amazing print and promotional capabilities – she helped make this mailing a success.

Seal our pieces together? That’s right.

See, it’s hot in summer. And in some parts of the world, it’s so muggy the mail actually feels wet. So you have to consider what the glue strip might touch.

Here’s an example of a really cool “UnPicnic” mailing concept we received from CARES, a non-for-profit that we support:

Here’s what happened when I pulled the mailer apart:

As you can see, part of return envelope’s glue melted en route, causing the copy on the invite to be illegible. Minor thing, right? Perhaps. But it could stop people from donating if they can’t read key words.

I didn’t write this to bag on CARES, I love the organization (you should donate to them!). I felt it was important for all of us to consider component order when mailing. A simple sheet of tissue or a different type of envelope (or glue) could alleviate the situation.

Stay sharp in production, and reap more rewards from your mailings.

Like this one that came to Stalelife Austin:

It’s a news clipping in an OE with a Post-it note – not exactly new tactics.

Combined, however, is a different story. Especially when you add no sign of a return address, a unique handwriting font, a full-priced stamp and no printed barcode – suddenly this resembles the articles that Aunt Suzie mails.

We passed this one around, trying to figure out who sent it. “Who calls me Joseph? And lives in Santa Clara? What is this all about?”

In all, we held onto the package for a good three or four minutes – beating the pants off the known DM readership of two seconds.

Right out of the gate, a win. Sure the match mailing will cost a little more, but something tells us that the cost is recovered in new accounts for Grande.

Think fresh while looking through your samples – there’s a new idea in there somewhere.

Speaking of ideas generators, our friend Robert at Adomatica recently received the same mail and blogged about it, too. Great minds… His blog is a good source for industry news and quips.