2009 ECHO Award - AMDIA

ECHO
GREEN MARKETING AWARD
The new DMA ECHO Green
Marketing Award recognizes
the most creative and strategic
use of eco-responsible
marketing tactics to deliver
outstanding results, from
a response or return on
investment perspective,
while producing impacts
that affect the environment
in positive ways. The award
is judged by representatives
from the DMA Committee
on the Environment & Social
Responsibility (CESR)
NEW
THE UNITED STATES POSTAL SERVICE
WAS DETERMINED to educate business
customers about eco-conscious direct mail.
It coined the term “Environmailist” and sent
prospects a mailing that was in its own right
a strong example of green mailing practices.
Those who responded received a 100% organic
Environmailist T-shirt and an Environmailism
Handbook of tips, strategies, case studies, and
green resources. All outbound and fulfi llment
elements were produced using the latest green
processes, including VOC-free inks, Green Sealcertifi
ed paper, and printing methods that used
wind-generated power. The response rate of
7.07% blew away the industry average, making
it the USPS’s highest response from this target.
CAMPAIGN NAME – Environmailist Campaign
CATEGORY – Business & Consumer Services
CONSUMER ADVERTISING MEDIUM – Direct Mail
CLIENT – United States Postal Service
AGENCY – Campbell-Ewald
JUDGE COMMENTS – The Environmailist campaign successfully integrated
sustainable, creative and strategic environmental considerations
— including the DMA’s Green 15 tenets — throughout the life cycle
of the direct marketing process, all while delivering outstanding results,
inspiring eco-action and promoting green awareness among marketers,
and making a positive impact on the environment.
2009 SPECIAL AWARDS
ECHO
PEOPLE’S CHOICE AWARD
VOTING FOR THIS AWARD WAS VIA TEXT MESSAGE OR ONLINE,
and was completed at noon on the day the awards were given out, (October
20, 2009). For the fi rst time, DMA attendees and site visitors participated in
the selection of an ECHO winning campaign. Go to www.dma-echo.org to
fi nd out who received this inaugural award.
NEW
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