Labor Ready Sets February Target for Mailing

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Labor Ready Inc., Tacoma, WA, a provider of temporary manual labor, plans to launch a national direct mail effort in late February that will be part of the company's first national branding campaign, the company said this week.

Labor Ready, which has 700 branches in the United States, Canada, Puerto Rico and the United Kingdom, selected advertising agency The Richards Group, Dallas, earlier this month to create the national campaign, which also will include TV, radio and print advertising.

Vance Castleman, vice president of marketing at Labor Ready, said the company's past direct mail efforts have included response-oriented pieces created inhouse. The company will use MailMedia, also based in Tacoma, for printing and distribution.

Traditionally, the company has purchased lists from infoUSA, Omaha, NE, and mailed to the top SIC codes in each market. The pieces have advertised a toll-free number that automatically routes calls to a branch in the caller's area.

Both Castleman and a spokesman for The Richards Group said it was too soon to determine how many pieces would be mailed or what the nature of the campaign would be. The general theme will be that Labor Ready is a dependable, multiregional supplier of personnel.

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