Today’s mini marketing interview features Anthony Ramos from EcoHealth Alliance.

In case you’re new here, our mini marketing interviews feature various Marketers with different areas of expertise. So even if today’s interview isn’t relevant to you, the next one might be.

 
1. Can you give me a very brief bio about yourself and your company?

With more than 14 years of marketing experience, I am currently the Director of Marketing and Communications at EcoHealth Alliance – an international conservation health nonprofit based in New York City.

Now in its 40th year of operation, EcoHealth Alliance integrates innovative science-based solutions and partnerships that increase local scientists’ capacity to achieve two interrelated goals: protecting global health by preventing the outbreak of emerging diseases and safeguarding ecosystems by promoting conservation.

 
2. What is your marketing expertise?

My expertise in public relations, marketing, social media, special events, and web strategy has successfully propelled EcoHealth Alliance through a complete rebranding of the organization. Prior to EcoHealth Alliance, I served as the Director of Marketing for Schneider Associates, an independently owned Boston-based PR agency. During my tenure there, I managed marketing campaigns for both the agency and its broad array of consumer and corporate communications clients. As an aside, I am also a classically trained chef, an advocate for the slow food movement and a supporter of local sustainable agriculture.

 
3. Regarding your expertise, if you had to choose one tip to share, what would it be?

We are currently updating our mission and vision statements for the organization as part of fine-tuning our rebranding process. This exercise has been invaluable as it allows everyone involved to actively shape messaging for the future.

My tip is to involve members of your organization from various departments when developing messaging strategy – their individual knowledge and expertise will help provide a point of view outside of the marketing toolbox.

 
4. What do you think the future of direct marketing is?

I think the future of direct marketing will rely on improved consumer data. I believe marketers need to carefully target niche audiences and create data-driven communications and direct mail that will speak directly to those individuals. Your organization’s direct mail needs to work even harder to deliver your message, gain acceptance and create a call to action. I think direct marketing in the future will be ultra-personalized and laser-focused reflecting on a person’s likes, interests, affiliations and influencer groups.

 
5. If you use direct mail, what is working for you right now?

I find direct mail to be an important part of our annual fundraising appeal cycle. Depending on your donor base, we find that older professionals still respond to direct mail as opposed to electronic solicitations. We use both channels to reach our target groups. In house, we develop communications that are personalized and are individually hand signed by our team giving the direct mail piece a human touch.

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If you want to be considered for our interview series, please send your answers to the same questions above to Ryan Cote. Thank you!

So you want to use direct mail to get your message out there loud and clear, right?

The direct mailer is the workhorse of many marketing campaigns, and mailers are available in a near-infinite variety of sizes, materials, and print schemes. You can choose anything from postcard mailers in one-color printing to full color catalogs.

However, when you’re designing your campaign, how do you know what kind of mailer is best? Here are a few of the most common direct mailer formats, and some suggestions for using each.

1. Postcard mailer – A marketing postcard is the smallest mailer available, but if you have a brief message or a simple offer to convey, postcards are a good choice. Postcards are great for coupons, special offers, follow up messages and reminders.

2. Folded mailer – A folded mailer is essentially a larger version of the postcard, folded into a size that meets mailer standards (for example, a triple postcard). You have more real estate on a folded mailer, but you can still keep it simple. Folded mailers are useful to present a menu of services or products, or descriptions of upcoming events.

3. Envelope mailer – This is closest to a standard letter. If you’re including a formal letter or any material that needs to be protected (i.e. not scuffed up during mail processing), consider using an envelope mailer. This mailer also allows you to include multiple components such as reply cards, small notes, etc.

4. Mini catalog/Full catalog – If you have a lot of material to present, a mini catalog or a full catalog could be the right format for you. Mini catalogs are available in small half-page or slim-jim sizes, while full catalogs are full letter page size or larger. Catalogs are useful for presenting full product lines or large schedules of events or courses.

If you’re not quite sure which type of mailer is right for you, give us a call and we can help you decide!

Image – © Edyta Pawlowska – Fotolia.com

We have a new white paper to share with you today — The Four R’s of Green Direct Mail.

We’ve identified 4 ways to make your direct mail campaigns more environmentally friendly and we’ve packaged them into this free 5-page PDF.

Click Here to Download