551 Mid-Atlantic Parkway, West Deptford, NJ 08066

For further information, contact:
Jim Capanna at 856-628-8800, Ext. 35
or jim@ttms.com

FOR IMMEDIATE RELEASE:

The Total Mailing System wins 2 PDMA Benny Awards for its Colorful Fall Open House iGen3 Mailer

West Deptford, NJ – The Total Mailing System, (TTMS, Inc.) has been named the recipient of a Philadelphia Direct Marketing Association (PDMA) Benny Award and an Honorable Mention for its Colorful Fall Open House Invitation Direct Mail Kit.

The invitation kit promoted an Open House event celebrating the new Xerox iGen3® Digital Production Press.

Accepting the Benny Award are, from left to right: Mickey Robbins, TTMS Production Manager; Bob Powell, TTMS President; Albert Fried-Cassorla, President, Fried-Cassorla Communications, Inc.; Jim Capanna TTMS Director of Business Development, and Phil Roura, TTMS General Manager

The awards were given on June 7th by the PDMA, one of the region‘s largest advertising associations.

TTMS won a crystal Benny in the Technology category and an Honorable Mention in the self-promotion category.

PDMA's Direct Marketer of the Year Warren Hunter receives his award at the well-attended 2006 PDMA Benny Awards ceremony, held at Philadelphia’s World Café.

Mailing delivered a 100% response rate and an ROI of 1,000% or more

The PDMA’s Benny Awards are bestowed for results, not good looks. By that score, the mailing performed extremely well. The marketing challenge was to target likely customers for the new iGen3. A creative mailer was developed inviting these key prospects to a Fall-themed Open House, at which the benefits of the new iGen3 were presented. Out of 750 pieces mailed, 100% of recipients responded. In addition, 25% RSVP’d positively to attend the Open House. That is, 187 RSVP’d saying “Yes, I will come” and then actually came.

This campaign has led to at least $100,000 in new billings so far in 2006. The cost of the mailing was $10,000. By this standard, the ROI was 1,000%.

By the end of 2006, TTMS projects that this campaign will have resulted in at least $500,000 in new billings, plus $100,000 in incremental business from current customers. This would bring the total Return to $600,000. If the total cost of the promotion is included ($10,000 mail plus $20,000 Open House), the ROI will be 2,000%.

Success attributable to a team effort

According to TTMS President Bob Powell, “The success of this direct mail package was critical to our launch of the exciting new iGen3. Receiving these awards from PDMA makes our success even more gratifying.”

Jim Capanna of TTMS added: “We wanted to showcase the use of variable data and dramatic color with this package. The campaign did that and much more. It was a team effort, and we especially want to thank our talented TTMS staff for their hard work.”

TTMS was named a recipient of both the crystal Benny and the Honorable Mention Certificate..

Creativity emphasized Personalization

The creative approach developed by TTMS in coordination with its agency, Fried-Cassorla Communications (FCC), emphasized color and imaginative use of data.

According to FCC president Albert Fried-Cassorla, “We believed that a bold, colorful and personalized mailer would get the attention of customers. But the marketplace had already seen personalized mailers. So we needed powerful extras to demonstrate the one-to-one communication capabilities of the iGen3. Not every client gives you the room to be dramatically different. Thanks to the support of TTMS we were able to realize our creative vision and deliver results.”

This mailer had to be especially beautiful and would need to showcase our unique color, data management, and personalization technology. All components took advantage of the beautiful Fall colors incorporated into an event called a “Colorful Fall Open House.”

To further attract prospects’ attention, it was decided to use a sound chip with a voice

Both the outer envelope and inner invitation showcased lovely Fall color scenes.

message and a seasonally relevant classic rock song, “Time of the Season” by the Zombies.

To see the full interior of the TTMS mailer invitation component, copy and paste this address into your browser:

http://ttms.com/fall_open_house.html

To hear the words and music that were heard when the invitation was opened, copy and paste the address below into your browser.

http://ttms.com/audio/TTMS_invitation_sound_file.wav

The invitation, personalized on its front with recipient’s name or nickname and company name, and inside with recipient’s first name or nickname, was inserted into a matching Fall color envelope personalized with the recipient’s name and address, using variable data from our database.

In addition, the mailing kit used USPS stamps showing Fall leaf images. All of these features contributed to the extraordinary response achieved.

A view of the exterior of the TTMS invitation showing the personalized cover panel.

According to Jim Capanna, this is the first of many successful mailings. “We’re already producing winners for our clients in many categories. They love the capabilities of the new iGen3.”

* * *

TTMS is a premiere provider of direct mail production solutions in Southern New Jersey. The company offers a complete array of direct mail and fulfillment services, including: continuous form and cut-sheet personalization, laser and ink jet personalization, digital color variable imaging, insertion, postal automation, CASS certification, data management and more. The leaders of the company are active in the South Jersey Postal Council, the Philadelphia Direct Marketing Association, DMA affiliates and many other industry organizations.

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