MindFire hosted an educational webinar that highlighted the benefits of utilizing direct mail in your marketing campaigns. With data trends showing the continued growth and success of direct mail marketing, you won't want to miss out on this educational opportunity to learn more about this integral area of marketing. These webinar slides cover: -Recent trends of direct mail in the marketing industry -How to open the door to additional revenue from existing direct mail customers -How Summit Direct Mail has applied their direct marketing expertise for their customers in multiple successful campaigns

1. DIRECT MAIL STRATEGIES FOR NEW
REVENUE GROWTH IN 2015
JANUARY 22, 2014
MindFireInc Educational Webinar Series
Creating marketing that drives results

4. Ask
any
Ques+on

5. Agenda
Review how Summit has grown their revenues by leveraging
one simple direct mail strategy and how this has led to
company growth over the last eight years
§ Review current Direct Mail trends that are critical for success in 2015
§ How to open the door for additional revenue from existing direct mail
customers
§ Insight on taking your direct mail from one and done, to multi-year
programs
§ Launching new, high value services with each customer
§ How Summit's service offering has evolved, focused on tailor-designed
customer programs
§ Q & A

6. Today’s Presenters
Mike Robinson Joe Manos
Vice President of Business Development Executive Vice President
Summit Direct Mail, Inc. MindFireInc

7. Quick reminder

8. LEVERAGING FOR SUCCESS IN 2015
DIRECT MAIL TRENDS

9. Trends Impacting Direct Mail
According
to
the
DMA,
direct
mail
expenditures
in
the
United
States
are
expected
to
rise
to
$196
billion
by
2016,
which
represents
a
3.8
percent
compound
annual
growth
rate
(CAGR)
from
2011.

10. Capturing Interest
4 W. Caslon & Company. All rights reserved Page 1
m Education was very pleased with the results. Ultimately the campaign
ed in 69 responses and 37 enrollments. While these numbers may seem
the campaign more than paid for itself when you consider that the cost of
ucation at an Anthem school ranges from $15,000 to $40,000.
Personalized postcard

11. Target Audience Messaging
To make the messaging more relevant the target audience is
segmented into specific groups
Technology drives the ongoing nurturing to each group, for example:
– Prospective student leads – inquiries
– Students that had an admissions interview but did not enroll
– Students that enrolled but did not start classes
– Students that started classes but dropped out
– Current students

12. ghts reserved Page 3
Request to be contacted form
oup was sent personalized postcards. All of the
ls in this group received an email
duals in this group received personalized postcards and
duals in this group received personalized postcards with
windows for additional engagement and emails
sent them an email (Results not provided)
ostcards varied
recipient was
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. The call to
Personalized
ss for a January
d based on
ram, closest
dress. The
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ons and a video
rk interest. To
tudents were
Based on their
er of the
udent after
Personalized landing page
© 2014 W. Caslon & Company. All rights reserved Page 3
Request to be contacted form
action in each case was to visit a Personalized
URL to start the enrollment process for a January
start.
The landing pages were versioned based on
audience segment, preferred program, closest
institution and student’s home address. The
landing page included a dynamically generated
map highlighting the closest locations and a video
relevant to the student’s coursework interest. To
continue the enrollment process students were
asked to complete a contact form. Based on their
responses the appropriate member of the
admissions team contacted the student after
receiving a lead report.
Personalized landing pageAnthem Education Uses Cross-Media Marketing to Drive Enrollment
Postcard with die-cut doors Doors opened to reveal message inside
Auto-triggered thank you emails were sent to responders. Follow-up emails were
sent to non-responders driving those students to complete the appropriate action
in order to start at Florida Career College/ Anthem in January.
CREATIVE
There were two versions of the personalized postcard that was sent to selected
recipients. Both were branded for the appropriate institution and were
personalized with the individual’s name and Personalized URL. The postcards
sent to students that started classes but dropped out included an additional die-
cut element designed to attract attention. Anthem invested a little more to engage
this group as it was considered the most likely to convert.
REASONS FOR SUCCESS
Strong segmentation. One of the key factors in the success of this
program was the segmentation of the prospective students. Providing
each group with messages relevant to their status helped propel students
to take the next step.
Tracking and follow-up. Anthem had the ability to track and measure

13. More
households
read advertising
mail now than
they did 25
years ago

14. Despite the myth that direct mail is for an older
audience…
the DMA found that the 22-24-year-old age
cohort is the most likely to respond to a
direct mail offer

15. According to a recent survey conducted by Target Marketing
magazine, the channel that delivered the strongest ROI for
customer acquisition for B2C marketers was direct mail.
Direct mail also scored the highest for customer contact
and retention.

16. Resurgence of B2B Direct Mail
§ DMA reports that, 65% of
consumers of all ages have
made a purchase as a result of
direct mail
§ The average response rate for
direct mail was 4.4%

17. Evolution of Direct Mail: B2B & B2C
§ Leveraging more targeted
messaging
– Prospect versus customer
– Loyalty program levels
§ Nurturing programs
§ Scoring behaviors
§ Content tied to interests & behaviors
§ Sales Ready Leads

18. Cost per Lead Discussion

19. Putting it in perspective
“The MindFire solution has
been responsible for 80%
of our new revenue growth
over the last eight years!”
John Barber
CEO
Summit Direct Mail, Inc.

20. True revenue growth…
§ Over the last eight
years…
§ Summit has grown by
400% in the use of our
solution and the use
cases have grown in
sophistication

21. A NEW PATH FOR SERVICE PROVIDERS
STRATEGIES FOR DM GROWTH

22. About Mike Robinson
Mike Robinson
Vice President of Business Development
Summit Direct Mail, Inc.
Dallas, TX

23. Summit Direct Mail Vision
From the beginning, Summit has been focused on Direct Mail as a key component of our
customer offering and a business growth driver leading to the success of our business.
§ It’s so important, that it is in our name and DNA
§ It is 100% of who we are and what we do, and we have a sizeable advantage over
other companies that cite direct mail as the primary focus of their business
§ Couple this with our strategy of leveraging advanced Marketing Automation
capabilities as part of our Direct Mail Programs and the result is a customer solution
that resonates with marketers.
§ We are confident that we have the best business model for direct mail in the industry
Summit Direct Mail Marketing Services P
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24. 1/6/15 3:31 PMSummit Direct Mail Marketing Services Personalized URL PURLs Advertising Company
Click to submit files
Your Turn-Key Full-Service Direct Mail Marketing Services Company
Summit Direct Mail specializes in the creation and production of response generating
direct mail marketing promotions.
We create affordable direct mail marketing programs by combining direct mail
production services, strategy, creative and mailing lists. Our newest innovation is the
combination of Personalized URLs in direct mail. Personalized URLs drive traffic
to your web site and have proven response rate increases of up to 30%. Our printing,
mailing, lettershop, data processing and fulfillment services are competitively priced
since our facility is fully paid for and carries no debt.
Summit Direct Mail has developed partnerships with direct mail strategists,
copywriters, design and mailing list professionals to offer you full-service direct mail
marketing resources with one unified team. Our team’s creativity and innovation with
the latest ideas and technology have enabled us to lift response rates from 30% to
60% for our clients.
In the highly-competitive marketplace of the direct mail marketing industry, this
turn-key approach creates a strong strategic advantage for you with a single source
for your customized marketing programs.
A wide range of sophisticated machines are installed at Summit Direct Mail. This
includes high-capacity multi-folders, ink jet personalization, electronic postal scales,
and laser personalization machines. A USPS office is located on-site. Summit Direct
Mail is prepared to work round the clock for its customers.
Personalized URLs, our latest innovation, allows you to combine the power of direct
mail with the benefits of the internet. By creating Personalized URLs for each
customer on their direct mail package, and giving each customer a unique online
destination, you can convert more direct mail recipients into qualified prospects and
lifetime customers.
We are located in Dallas, Texas, just 10 minutes from downtown Dallas and 30
minutes from the Dallas/Fort Worth International Airport. We have become one of the
largest marketing production facilities in the Southwest with a growing production
capacity of 50 million pieces per month, 600 million per year. We have a
management team that possesses over 100 years of experience in the marketing
industry. We’re proud members of the Direct Marketing Association.
Free Quote – No Cost or Obligation.
Contact us now toll-free at 877-247-0993 or 469-916-5170 or email
info@summitdm.com for a no-obligation consultation and free quote.

25. Summit Direct Mail Capabilities
Your Turn-Key Full-Service Direct Mail Marketing Services Company
Summit Direct Mail specializes in the creation and production of response generating direct mail
marketing promotions.
§ Production capability of 2 Million Direct Mail pieces daily
§ We create affordable direct mail marketing programs by combining direct mail production
services, strategy, creative and mailing lists.
§ Leveraging our personalized marketing services (MindFire) we drive traffic to your web site and
have proven response rate increases of up to 30%
§ Summit Direct Mail has developed partnerships with direct mail strategists, copywriters, design
and mailing list professionals to offer you full-service direct mail marketing resources with one
unified team
§ A wide range of sophisticated digital, color printing devises are installed at Summit Direct Mail.
§ A USPS office is located on-site.
Summit Direct Mail Marketing Services Personaliz
Click to submit files
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1655 Terre
Dallas, Tex
469-916-5
Toll-Free 8

26. Success Drivers
Summit is very focused on
customer problems
Obsessed with meeting the
customer’s needs

27. A Simple Strategy…
“We can do a direct mail program as
you have requested, or we can
enhance it with a PURL and deliver
additional key revenue results for
your program!”

31. Saturday, May 10, 2008
Omni Richmond Hotel
Richmond, VA
7:45 a.m. - 12:15 p.m.
Up to 7 AAFP Prescribed Credits Approved
Up to 3.5 AMA PRA Category I Credits™
This future moment in your patient’s
life will be made possible by... You
Improving Practice Performance:
HYPERTENSION & HPV VACCINATION
Learn more and register at
matthewfleming.myantidotecme.com
SM

32. Antidote program notes
§ Online, pre-registration campaign for event
§ Call-in to Summit from a self-promotion campaign
Summit conducted to prospects
§ Leveraged triggers for prospects that didn’t finish their
registration process
Saturday, May 10, 2008
Omni Richmond Hotel
Richmond, VA
7:45 a.m. - 12:15 p.m.
Up to 7 AAFP Prescribed Credits Approved
Up to 3.5 AMA PRA Category I Credits™
This future moment in your patient’s
life will be made possible by... You
Improving Practice Performance:
HYPERTENSION & HPV VACCINATION
Learn more and register at
matthewfleming.myantidotecme.com
SM

34. Financial Automotive Program
§ Auto Refinancing Program that wanted
to increase the number of leads that
completed their online application
§ 100,000 pieces a week
§ 25% Increase in response rate
§ This led to an overall increase in
completed applications and additional
profile information
§ Reduced number & length of calls to
call center

36. Win Back Subscription Program
§ Win back program
§ Increased response level
by 43%
§ Cost of sale was 70%
less with the Purl
§ Great response across
all age groups
43% Increase in Response
Direct Mail – PURL Case Study –Win Back
Subscription
We conducted a test to a group of former newspaper subscribers
offering them a chance to come back at a discount. We had a control
piece that had been used for the past several months that had
performed well. The purl piece was put up against the control piece.
Below is a graph that shows the response rates:
As you can see we saw a 43% increase in the response rate with purls.
Our cost per sale with purls went down by almost 70%.

37. Growth beyond the Initial Program
§ Identify current home owner refinancing
opportunities
§ Time sensitive program
§ Very successful program
§ Program has grown to Million of Purls a
month!
§ Taken platform to the next level now tied
to CRM and Call Center systems
Home Owners

38. Mike’s Coaching Tip
Many times, customers move to another company…
They call me and say, “we like what you did for us at
ABC company and I would like you to do the same for
my new company!”

40. “No Action” Triggers
§ Show up to Personalized Microsite and don’t take the
call to action
– No Action Taken
– No Log-In
– Didn’t complete application
§ Integration with Call Centers
– Onsite
– Around the world
§ Overall Personalization & Appearance of Microsite

41. Key Growth Strategies for Programs
§ Target a specific group of people or audience
§ Use dynamic creative to cut-thru the clutter of the mail box
§ Offer a personalized message that communicates a
compelling benefit and drives them online
§ Create a sense of urgency and excitement with the piece
§ Provide a clear and visible "call to action” and “offer”

42. Powered UP Direct Mail
§ Personalize all communications with the recipient
across the different media
§ Leverage preferences, online behaviors and persona
data
§ Use several multimedia channels in the promotional
campaign
– Letter, postcard or mailing piece
– Mobile phones and other smart mobile devices
– Web landing pages with personalized URL
– Email marketing and auto-responders

43. Expand on first DM Program
Mike, many of your initial programs
grow into long-term programs…
How has your initial approach
helped you grow your large
customers and multi-year
programs?

44. #1 Challenge
When working with the variety of customers that you
serve - what's the number one challenge to gain
access and getting them to market differently to their
target audience?

45. How is your Direct Mail Business
evolving and where do you see it
going the next several years
The Evolution of Direct Mail

46. Summary
§ Innovative programs open up new doors of opportunity with all
of your customers
§ Delivering high-value results creates differentiation
§ Makes you a key strategic partner for other needs
§ Initial programs can be expanded to address other areas of
need leading to a significant increase in revenue and profit

47. With the “right partner” you don’t
need an army of people to do all of
this successfully!

48. Innovation Factor
As an innovative company, Summit has been offering
Marketing Automation Programs to their customers for 8
years.
This has helped them expand their customer offering and
grow their revenues significantly?

49. How Technology Helps
Technology
Process
Tracking

50. Campaign Workflow
9

53. Target
Lists
Channels
Triggers
Microsites
Payment
app

54. Checkout
page
Personaliza+on

55. What Does This Mean For YOU?
$$$$$$$
New High Value REVENUE

56. Quick reminder

57. Q & A
Mike andJoe

58. We
are
here
to
help
you

59. Your Hosts
Mike Robinson Joe Manos
Vice President of Business Development Executive Vice President
Summit Direct Mail, Inc. MindFireInc
mrobinson@summitdm.com jmanos@mindfireinc.com