Anatomy of a [eco-friendly, budget-wise] Self-Promotion Piece

Has 2009 been somewhat of a bummer, business-wise? Are you watching your pennies more carefully this year? Yeah - me, too! Which is why I’ve decided to forego the annual giving of the client gifts, in lieu of a simple, budget-minded postcard. 

My message is two-fold: to wish my clients and prospects a happy new year, while simultaneously announcing my new office, which is located in the rural, historic village of Aurora, NY - home to 850 residents and a college of 600 students. We’re right on one of the Finger Lakes, and in this promo piece, I wanted to convey the feeling of the place while capturing some of the visual essence of what it’s like to be here in winter, with the sun on the lake (‘Aurora’ means ‘dawn’) and formations of snow geese passing overhead.

It takes the form of an oversize (6 x 9) double-sided, full-color postcard, digitally printed on the most environmental paper possible, then sealed in a clear sleeve (which prevents the card from getting dinged up in the mail, and - I think - increases its “openability” factor).
…………
 
Here’s how it works out, cost-wise:

Printing
$125 for 250 6 x9 digitally-printed postcards, using non toxic toner, from Greg Barber Company

The paper stock is 100% post-consumer waste and certified 100% processed chlorine free. If you are interested in eco-friendly printing and packaging, note that this stock, Cascades Enviro, is also Forest Stewardship Council certified AND made with biogas energy.
 
(On an intriguing side note: this printer carries several unusual tree-free paper lines, including one made from rocks and minerals; seed paper – ‘print it and then plant it’ – and best of all, ‘Elephant Poo Poo’ paper - www.poopoopaper.com)

Envelopes
After much online sleuthing, I located a clear envelope, with an adhesive strip on the flap that is made from plants and is compostable, unlike traditional cello sleeves which are poly, and take a much longer time to biodegrade.
www.clearbags.com
$13 per 100 > $32.50 for 250
 
Postage
250 x .44 = $110
……………..
Total: $267.50

Here is the postcard. Click on the image to see the full PDF file.

 

What are you doing to wrap up the year? Are you putting together a promotion piece or sending holiday client gifts? If so (or if not, why?), we’d love to see and hear all about it.

- Julia is the Principal of Julia Reich Design, a small creative brand strategy and graphic design firm

Comments

[Tony]

Just wanted to mention that I think your blog is great, I check it daily & I think you offer a lot of great information. Thanks!

[Andy Strote]

Not answering your question directly, but offering a suggestion. Years ago I read of a promo done by another small design shop where the principal was also a photographer - a series of themed postcards 4X a year. Very small copy on the front so as not to take away from the image, with a small reminder / promo message on the back. The secret was that the images had to be stunning enough that they couldn't be thrown out - people would keep them, pin them up, anything but toss them.

[Greg Barber]

Hi Everyone,

Thanks for the plug, Julia.

I have specialized in environmental printing for 20 years.

Visit www.gregbarberco.com and www.ecofriendlyprinter.com

I have Seed Paper and we are cost competitive on 1 color jobs. The paper is difficult to print, but since the stock is unique, 1 color is usually fine. maybe, a green ink for being green?

Call me at 973 224 1132.
greg@ecofriendlyprinter.com

New item? We are doing EnviroCoasters at Green Drinks parties. We plan to spread to all 322 around the country, and GRA certified restaurants.

[Stephanie]

I too am an independent communication strategist and designer. Each year I send a holiday card digitally printed on environmentally sound paper (FSC certified) to my clients, colleagues, and prospects. On the back of the card, I explain that a donation has been given (this year to the MD Food Bank) as a token of appreciation for their business. I feel very fortunate to have a thriving business. I'm a small shop with a big heart and believe in the attitude of gratitude. I always receive a number of compliments on the card, the sentiment, and for including them in my mailing.

[marketing with postcards]

Postcards are used as a way to build marketing momentum before the internet marketing gained its fame. They are low-cost and perfect for simple promotional messages, brand awareness and driving traffic to your web site.