Greco Reveals New DMA Brand

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ATLANTA -- Direct Marketing Association president/CEO John A. Greco Jr. unveiled a new brand identity and logo for the organization yesterday during the opening general session here at DMA·05 but the main points of his address stayed consistent with the messages conveyed by the DMA since releasing its strategic plan in January.

The new DMA logo is blue sans serif type with a superscript letter D with a triangular middle that looks like a play button. A positioning statement beneath the logo reads, "The Power of Direct: Relevance. Responsibility. Results."

"This new logo is how we'll identify our revitalized brand going forward," Greco said. "As you can see, the new logo ties our name, DMA, with a leadership symbol that we call the 'power of direct' button."

Another new program announced by Greco in his address was the DMA Affiliate Network, a move to tie chapters and local direct marketing clubs more closely to the DMA. He confirmed the news that the Direct Marketing Club of New York voted to join the network last week. The Florida chapter also has joined.

Leading up to the debut of the new DMA brand, Greco covered familiar ground for those who have attended industry events this year. He reiterated the five goals laid out in the organization's strategic plan. They are:

· Increase the excellence of direct marketing among all members.

· Expand awareness of DM's benefits among consumers and government.

· Enhance the level of trust that consumers, donors and prospects have in direct marketing.

· Increase the use of DM channels throughout all verticals.

· Increase the share of revenue derived from direct marketing by companies that are not primarily DM businesses.

Greco also discussed the things that DMA members have asked for, which he called the five pillars of DMA value.

The first thing he said that members requested was that the DMA act as a strong advocate providing representation related to government policy making. Greco cited postal reform, remote-sales tax, privacy and data security as major issues being tackled by the DMA on members' behalf.

The other four things members wanted were improvement of the industry's image and a strengthening of the DM brand, cutting-edge trend research, networking and educational opportunities.

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