5. Key to InnovationDeliver M.A.I.L. Award Entries Judging Entries were evaluated by the Deliver magazine team, two industry representatives and experts at the Postal Service Entries were judged on three criteria: Creativity (40%) – Did the piece offer an innovative approach to its objectives and in the mailer itself? Results (40%) – Did the program achieve a significant level of results for its target audience and objective? Suitability (20%) – Was the program appropriate for a marketing and promotional purpose? 5
6. Key to InnovationDeliver M.A.I.L. Award Entries More than two dozen submissions Narrowed the list to 10 finalists, which ranged from: A wooden postcard Solicitations to businesses and professionals to subscribe to a mid-size daily newspaper in Tennessee “Santa” letters sent by a men’s Big and Tall Hospital in Georgetown used direct mail to recruit staff for its medical facilities 6
7. Key to InnovationDeliver M.A.I.L. Award Entries Finalists included: A three-part mailing from Cox Communications to boost retention among new customers A dimensional mail campaign from Siemens Water Technologies The Blue Octo campaign from Mlicki Inc. that used social media, online, print and mail to promote a new industrial pump for its client, Gorman-Rupp 7
12. Key to InnovationMobile Emergence Only 40% of all phones in US are smartphones Over 14 million people scanned a QR/mobile barcode in June 2011 (this is ONLY 6.2% of mobile audience! QR code uptake has increased 4589% from early 2010 to early 2011 Mobile coupons market to double, exceed $4 billion in 2012
13. Key to InnovationUSPS Mobile Barcode Promotion USPS saw the value in promoting integration of technology with mail Very well received by industry and marketers USPS will continue advocate use of innovative technology with mail
15. Key to InnovationTrends & Innovations Augmented Reality is an interactive experience where virtual components are dynamically merged into a live video stream in real time. Digital watermarks, much like how QR codes work, are data embedded directly within content which are imperceptible to humans but readable by computers. Mobile image recognition is another innovation that can turn mail into more robust and engaging communications.
16. Key to InnovationSocial Media and Direct Mail – Chick-fil-A Sent 5000 postcards that drove customers to site to complete survey and activate an offer. Recipients encouraged to share offer through their social networks. Results: 122% response rate
18. Key to InnovationDeliver M.A.I.L. Award Entries 2012 Award Deadlines Open for entries – November 15, 2011Download entry form and rules at delivermagazine.com/awards Deadline for entries – January 20, 2012Entries must be postmarked by this date Award announced – April 2, 2012Winner to be honored at National Postal Forum in Orlando 18
A three-part mailing from Cox Communications to boost retention among new customers while driving down the number of in-bound help calls the organization typically receivesA dimensional mail campaign from Siemens Water Technologies to promote its pump restoration services that include a small, model “classic” carThe Blue Octo campaign from Mlicki Inc. that used social media, online, print and mail to promote a new industrial pump for its client, Gorman-Rupp
M.A.I.L. EntriesWe received more than two dozen submissionsWe narrowed the list to 10 finalists, which ranged from:A wooden postcard sent by a small Ohio printing company to drive new businessSolicitations to businesses and professionals to subscribe to a mid-size daily newspaper in Tennessee“Santa” letters sent by a men’s Big and Tall retailer to incentivize existing customers to upgrade their wardrobe for the holidaysA hospital in Georgetown that used direct mail to recruit staff for its medical facilities
A three-part mailing from Cox Communications to boost retention among new customers while driving down the number of in-bound help calls the organization typically receivesA dimensional mail campaign from Siemens Water Technologies to promote its pump restoration services that include a small, model “classic” carThe Blue Octo campaign from Mlicki Inc. that used social media, online, print and mail to promote a new industrial pump for its client, Gorman-Rupp
A three-part mailing from Cox Communications to boost retention among new customers while driving down the number of in-bound help calls the organization typically receivesA dimensional mail campaign from Siemens Water Technologies to promote its pump restoration services that include a small, model “classic” carThe Blue Octo campaign from Mlicki Inc. that used social media, online, print and mail to promote a new industrial pump for its client, Gorman-Rupp
