Ingenuity is a priority for the VP Demand Creation (VPDCS) Creative Design Team. The answer to meet each client’s vision rests in our abilities to recognize their unique needs and create personalized messaging and designs to fulfill them.
Every piece we create, from websites and magazines to brochures and special promotion announcements, is catered specifically to each client. There’s no cookie-cutter, one-size fits all design. There are important nuances to every audience, and we are really good at discovering them.
We have the team and the know-how to target strong prospects and wow them with our personalized, direct mail solutions, of which printed materials are essential for delivering the messaging and call-to-action.
With a collective average of 25 years of experience, our six-member design team has a keen eye for detail. Whether it’s obsessing over typography, revamping a color scheme, or protecting the branding, the design team members are passionate about their craft and steadfast in their mindset to create fresh, innovative pieces.
One way the team implements this is through variable data printing. We can alter the text and images from one piece to the next without having to stop the press. This allows for us to target and connect with each prospect individually and ultimately increase our clients’ ROI. The design team takes the time to hand select images that fit each prospect, and match that design with the customizable copy from our editorial department.
An example of this can be found on a mockup done for French’s Food Company. They created a fully customized tri-fold rebate brochure with variable data printing capabilities in mind. Each piece had the prospect’s name and personal information. Then, on the outside of the piece, we featured a product we knew they already purchased and a financial bonus if they were to buy the new product on the inside. Each piece, and offer, was unique and tailored to the prospect’s purchase history and likelihood of future purchase. The test pulled over a 20 percent result!
In other instances, a client may approach VPDCS and already have a product – say a magazine or a website – but it is not effective or visually appealing and they do not have the time, personnel, or ability to update it themselves. The VPDCS Creative Design Team can step in and redesign any existing publication to better represent a client and their vision.
That was exactly the case with the Washtenaw County Medical Society. They had a quarterly magazine produced to inform members of legislative updates.
However, the magazine, aesthetically, had a “trade magazine” look, and we helped them create a “consumer magazine” attractiveness. The look and feel of the publication was overhauled, which helped to elicit greater interest in the Society by members and legislators.
Our printing capabilities also give the Creative Design Team the option to incorporate raise clear, a technique to create a clear, textured image in the backdrop of the design. The image can range from a company name to a photo that encompasses the target message. Again, everything is customizable. This technique was made use in Creative Design Manager Michael McCatty’s favorite piece:
Disclaimer: This is a clear technique, to truly get the raise clear experience you’ll have to feel it for yourself!
Never resting on their laurels, the team is always testing and reworking their designs ensuring every creation is relevant and original. Whatever our clients’ design needs may be, our team has the answer.
