Printer Mails BTB Campaign on Wave of Patriotism

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Proforma's 600 print services agents began receiving boxes filled with 200 brochures this week offering them the chance to market patriotically designed items such as coffee mugs, umbrellas and car window flags to their business clients.

The special edition brochures are a response to the high demand for patriotic products since the Sept. 11 terrorist attacks. If they choose, the agents can offer businesses the opportunity to print company-branded products also showcasing images such as the American flag. For instance, coffee mugs can be printed with the slogan "United We Stand," aside an image of the flag and next to a company's name.

Proforma also encourages the agents to use the pieces in direct mail campaigns for customers who live outside of driving distance.

The brochures were printed on 80-pound glossy, four-color paper and featured 23 items. The campaign was dropped at a United Parcel Service hub near Proforma's headquarters in Cleveland on Monday. They received two-day air treatment, putting arrival dates for the packages at Tuesday or yesterday.

The boxes cost the company approximately $16 to ship, while the campaign as a whole had a price tag "in the thousands of dollars," said Nancy Valent, chief marketing officer at the printing, promotions and e-commerce services company.

However, she said, "right now it's too early in the campaign to predict a return-on-investment figure."

A percentage of the revenue generated will be donated to the American Red Cross Liberty Disaster Relief Fund.


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