American Spirit Graphics (ASG)

Projects:
Concept development, copywriting, collateral design, corporate identity, direct mail, photography

Target:
National corporate print buyers, advertising agencies, direct mail companies

Objective:
Announce a new, one-of-a-kind web press - the first of its kind in North America. Pieces need to reflect American Spirit Graphic's image, however they must be clever, dimensional and eye-catching to get past the corporate screeners.

Strategy:
The capabilities of the press are unmatched by any other press in the United States. Using the “Oh Baby!” exclamation as the campaign's theme accurately conveys the capability as well as the massiveness of the new press. A pastel color palette and images of babies are interspersed throughout the pieces to create curiousity and add a “cute” factor which softens the typically plain subject matter.

Outcome:
American Spirit's prospects, customers, suppliers, trade associations and friends have responded favorably to the clever direct mail campaign. Four new clients and many additional prospects have contacted the client for printing or bids.

From the Client:
“The results of the promotion exceeded our expectations. Numerous responses came back saying, 'Your promotion was very clever and creative; just wanted you to know that it stood out as a very effective tool.' More importantly, we have received first orders from four large, new clients as a direct result of this effort. We expect more new accounts as well.

"Thanks for helping launch this new press with a very successful (and on budget) marketing campaign!”
- Lauren E. Drevlow, Executive Vice President

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