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FAST Forward Teen Audience Responds To DIRECT MarkeTING Vol. 22 • No. 2 • JUNE 2009 ThE Art & Science Of Predictable Marketing PRINTED ON 100% RECYCLED PAPER Imagining the ideal » 13 FAST8 green MSP Teen audience responds to Highland Marketing’s Matt Ward helps us envision the practices and procedures forward Markham’s quest for green of an ideal mail service provider. Green DM Report: Greening it up » 14 Does “green” DM exist? »6 Social network platform helps community youth have How do you offset your business’ Credible environmental strategies can environmental impact if that business enhance brand and product image, their say in Town’s sustainable future. promotes air travel? Aeroplan boost customer and employee loyalty explains its internal and external and garner positive media coverage— green practices. leading to enhanced profit margins. Maia Becker, VP, FSC Canada, explains In the Mail » 16 what it takes to achieve this. Direct mail promotes a successful bequest program at the Response & »7 Nature Conservancy of Canada. responsibility CPC’s Rosalie McGovern identifies best practices for reducing direct CLICK! SEM » 17 marketing’s environmental impact. Nonlinear’s Helen Overland helps us unearth hidden opportunities in SEM. Greening up »8 the “junk” Emma Warrilow ex plores how SEM: WebInsight » 18 focusing on your data can help the Jay Aber tells us how to be environment and DM’s image. successful at SEM. From design to doorstep »9 Email Advisor » 19 Transcontinental’s Tamara Pope says ThinData’s Chris Carder that the same measures that support explains how to turn environmental responsibility tend to negative feedback into produce more relevant outreach and Sivani Baskaran, (center left) a student from Pierre Elliott Trudeau High School, accepts the positive results. higher response rates. first prize cheque for school participation in the Quest for the Best contest from (left to right) Markham Mayor Frank Scarpitti, Ward 1 Councillor Valerie Burke, and Deputy Mayor Jack Heath. WINNERS W2P:It’s all about » 19 Green DM innovation » 12 M By Lydia Cappelli introduced Internet voting as early as 2003 the marketing Great things are happening at Industry expert Heidi Tolliver- the frontier between traditional and hen the Town of Markham and solicited voter input during the 2007 W began rolling out its sustainable strategic plan through an online initiative Nigro focuses on how to approach sustainable direct marketing. Here branding, personalization, and development plan in 2008, the goal was called “Click with Markham.” are two exciting examples. multi-channel marketing using this to encourage the community’s youth to Recently, powerful examples of dynamic new technology. have a say in the process and feel positive engaging voters on the Web have about their future in Markham. But the multiplied, with Barack Obama’s US question of how to engage a demographic presidential campaign raising $650 million segment known for its lack of interest in from three million online donors. government— be it federal, provincial or Town officials reasoned that Markham MARKHA BEST THE FOR QUEST You’ve municipal—still needed to be answered. youth are probably more digitally savvy >ciZgVXi^kZVcY9ViVWVhZ The Town of Markham and Mayor than the average resident: they are FOUND BVg`Zi^c\HeZX^Va^hih Frank Scarpitti have long advocated using seldom without their cell phones, iPods, WealthScapes: the latest technology to shape public policy. This Nintendo DS and other gadgets. In financial trends you can’t <gZ\BX@^ccdc multicultural municipality northeast of general, teens have redefined the rules afford to miss. )&+#'*%#+,+(:mi#'(( Toronto boasts a significant cluster of IT of social interaction, sharing almost lll#bX`^ccdc#Xdb companies and Internet users. Town hall everything online: advice, interests, See Teen audience... page 4 www.environicsanalytics.ca (416) 969-2733 Publications Mail Agreement #40050803 Want to boost Getting more attention in the mailbox just got easier. Now you response rates? can use Repositionable Notes on ect_marketing_ad.indd 1 12/19/08 4:44:2 the outside of your direct mail. Make your message stand out. Call 1 866 511-3133 or visit canadapost.ca/bigimpact today. 2 June 2009 ❮ DIRECT MARKETING ❮ dmn.ca JOB DESC.: Bomb DOCKET: 23035 CLIENT: CMA SUPPLIER: TYPE PAGE: TRIM: 10.375'' x 13.5'' (scale 95%) BLEED: SCREEN: Early bird call-for-entries deadline is June 25. Final deadline is July 16. PUB.: DM NEWS COLOUR: 4C NEWS DATE: May 21/09 INSERT DATE: May /09 AD NUMBER: 23035_DMN_4C_E_Bomb DKT./PROJ: 23035 ARTWORK APPROVAL ARTIST: ______________ STUDIO MGR: ______________ PRODUCTION: ______________ PROOFREADER: ______________ CREATIVE DIR.: ______________ ART DIRECTOR: ______________ COPYWRITER: ______________ TRANSLATOR: ______________ ACCT. SERVICE: ______________ CLIENT: ______________ PROOF: 1 2 3 4 5 6 7 FINAL PDFx1a Laser Proof IMAGE IS SPEC’D FOR 4C NEWS how will you share yours? The 2009 Canadian Marketing Association Awards call for entries. Clients. Agencies. Win-win. the-cma.org/awards Andrew Simon (SVP, Creative Director, DDB Canada) Geoff Craig (Director of Advertising, Subaru) 23035_DMN_4C_E_Bomb.indd 1 5/22/09 5:26:00 PM dmn.ca ❯ DIRECT MARKETING ❯ June 2009 Commentaries 3 Sustainable marketing is a journey. in this issue editor’s letter departments Pat Atkinson DM People...........................................................10 List Watch............................................................10 A number of years ago, I worked on a gas emissions created as the paper is white is chlorine free. The recovered behalf. There is still room for improvement News Worth Knowing....................................10 contract for a unique individual who was manufactured or the amount of toxins material composition within the paper in this category and since MMG is In The Mail..........................................................16 on track to becoming one of this country’s used during the bleaching process, is an includes: mixed residential papers, officially an FSC chain of custody certified Direct & Personal..............................................21 top performing Realtors. It was quite an example. undelivered bulk business mail, mixed printer, we are likely to hear about viable Event Calendar..................................................27 eye opener. Another common practice, the “Sin of office papers, recovered paper from books, alternatives as they arise. (MMG is also During our association, he asked Vagueness,” is a claim that is deliberately so novels and annual reports, periodicals, awaiting final approval of its SFI chain of why I knew certain members of local imprecise or broad that its true meaning is magazines, catalogues and directories and custody audit. Both audits were conducted government and other community likely to be misunderstood. trim and scrap from printing plants. this April by SGS International.) advertisers leaders. When I explained that this was a Unfortunately, “going green” is But not all recycled content (fibre) is Our ink, which is made by Sun Chemical, result of volunteering, he encouraged me sometimes misconstrued as an “all or equal. Post-consumer waste (PCW) fibre contains no heavy metals (such as Canada Post4 1 & 16 to “bring up his name whenever possible” nothing” proposition. Nowadays, whatever is the more desirable content because mercury) and very low Volatile Organic McKinnon Targeted Recruiters4 1 Environics Analytics4 1 & 28 in their presence. “I want them to see me business you are in, there is always when we use it to manufacture other Compounds (VOCs). Excluding black, inks CMA4 2 as doing good and important things in the something more you could do to help the recyclable products, we divert it from are formulated to include a percentage of InfoCanada4 5 community,” he explained. When I asked environment or reduce the impact of your landfill sites rather than incinerating it and vegetable raw materials and derivatives. the logical next question, “Why don’t you company’s activities. Moreover, we must polluting the air. The secondary content So these are the improvements we have simply do those things,” he intimated that challenge our external stakeholders and in recycled paper is pre consumer so made since May 2008. resource directory he was short of time and there just wasn’t customers to do the same. the environmental impact and benefits Focusing on improving one thing DM CREATIVE 19 “enough ROI to make it worthwhile.” A critical part of committing to are less. Maia explained that one of the as a first step is often a good idea. For Designers Inc. The issue of appearing to be something sustainable marketing is asking very reasons FSC verifies not only the source example, committing to using only FSC MAILINg EQUIPMENT 19 rather than actually being it is at the specific questions about the origins of the of virgin fibre but also the accuracy of certified envelopes, or producing your Canadian Mailing Machines Inc heart of greenwashing, a term that materials we use. I discovered this when claims regarding recycled fibre content, business cards on 100 percent recycled Bowe Bell & Howell North American environmental agency FSC’s Maia Becker—who generously is to ensure labels and communications post-consumer stock, as well as recycling LIST SERVICES 18-19 TerraChoice defines as:the act of misleading helped shape the focus of this issue and clearly indicate the amount of post- all the waste your company produces in a Cornerstone Group of Companies consumers regarding the environmental shared
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