Anderson Direct launches b-to-b campaign to promote new division, design

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Anderson Direct Marketing will launch a b-to-b direct mail and email campaign on August 1 to introduce the company's interactive services division, as well as the firm's new tagline and website.

Anderson Direct customers and prospects will receive a postcard promoting the interactive services unit and the new “Connecting you to a greater ROI” company slogan and logo, said Danielle Nelson, marketing manager at the company. The shop will also send a promotional email to customers and prospects August 1.

The Poway, Calif.-based company will also send a T-shirt to customers promoting the website's new look and feel that will arrive on or about August 8. It is also planning a second email blast on August 8 encouraging prospects and customers to follow the company on Facebook, LinkedIn and Twitter.

The firm launched the interactive services division last October to expand on its traditional marketing services with email, search, social and microsite-building capabilities.

“We're keeping our name but changing our look considerably,” said Nelson. “Our website is five years out of date. The new website is more state of the art, and it plays up the additional services we can provide for clients.”

The new company logo retains the brand's signature grid of dots but features a new color scheme and layout.

“We changed the fonts in our logo [from orange, green, purple and red to orange with one red dot] to be more modern. The current look is outdated,” said Nelson.

The new arrangement of dots is 3-D, as opposed to the current logo's 2-D layout. The company's current tagline is “Mastering the art and science of ROI.” Nelson said Anderson worked on the changes for two years. All of the marketing, creative and design was done in-house.

Anderson Direct generated $29.5 million in revenue in 2010, an increase of 23% compared with 2009, according to Direct Marketing News' Agency Business Report.

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