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CAMPAIGN ELEMENTS
mailer
#1: postcard, baseball game ticket, peanuts
mailer
#2: postcard, bike trail pass, gorp mix
mailer
#3: postcard, restaurant guest check, Tums
mailer
#4: postcard, fishing license, gummy worms
mailer
#5: press check journal
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POSTCARD
Barry,
To place an order at Val’s Hamburgers, you pick up a phone that
connects you to a woman, who knows where – maybe in Toledo, where
she doubles as a travel agent. The woman sends your order via computer
to the guy flipping burgers on the grill. Minutes later, you’ve
got a burger and fries in little white bags. It’s almost as fast
as walking into Nahan Printing and signing off on a sheet fed through
their new 10-color press. My sales rep gave me these Tums as an aqueous
coating for my stomach after I called the woman to order my third burger
at Val’s.
Well-fed in the Heartland,
Sean
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 direct
mail promotion
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Sheet-fed printing in up to 10 colors, any way you like it!
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STRATEGY
Nahan
Printing is a world-class printer located in St. Cloud,
Minnesota. They print high-quality jobs such as annual
reports, magazines and brochures. Because they compete
with printers in large urban areas like New York and LA,
Nahan Printing wanted a campaign that would explain to
potential customers why it would makes sense to choose
a printer in St. Cloud. This humorous campaign combined
the warm-fuzzy attributes of Lake Wobegon with the advantages
of working with Nahan Printing. A fictitious character
named Sean sends postcards back to his buddies at work
and records his press check experience in a journal.
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PRESS
CHECK JOURNAL
[VAL’S
HAMBURGER STAND INFO]
In St. Cloud, Val’s Hamburger Stand is known so well that Val
is often a baby’s first word. The same family has owned the walk-up
hamburger stand for over 50 years. In a space no bigger than a minute,
workers in white paper hats and white aprons prepare orders entered
through a computerized system called "Val’s Rapid Serv," as
noted on the receipt. They call out your number when the order’s
ready. And they ’re
never shy with the fries.
[JOURNAL]
I’m not starving for attention during this press check at Nahan
Printing. Nor is the sales rep letting me go hungry. Even my eternal
craving for french fries flickered after today’s visit to Val’s
Hamburger Stand. I thought the sales rep was being a weenie when he
ordered small fries. I, of course, asked for large. As it turns out,
Val’s uses the same white bag for both sizes of fries PLUS
dumps an extra scoop into your sack, so you have to dig deep for
your burger
at the bottom. I keep finding more and more reasons to
send printing jobs to Nahan.
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Nahan Printing, Inc., in St. Cloud, Minnesota:
Where the work ethic is strong, the food is comforting, and integrity is
in perfect registration.
PROJECT
CREDITS
CONTENT:
Wendy Fernstrum
DESIGN:
Arnold/Ostrom
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SHEET-FED
PRINTING IN UP TO 10 COLORS, ANY WAY YOU LIKE IT
Even when an aspect of a project requires the highest quality on a heavy stock
paper, Nahan Printing gets it done lickety split. Our 40" sheet-fed perfector
prints up to 5 colors on each side of the paper or 10 colors up one side, in
just one pass. We also have a 40" 6-color sheet-fed press with aqueous coating
and extended delivery.
Here’s more food for thought. Because the quality
of a project is only
as good as the ink it’s printed with, we use the finest ink available.
With our in-house ink formulation lab, we can custom match ink colors from job
to job, even when they’re printed on different paper stocks and on different
presses. Need to change a color at the last minute? No problem. Our experts in
the ink kitchen can mix up a batch to your exact specifications, on the spot.
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