DATE: October 23, 2008
CONTACT:
Nancy Leininger, 864-656-0107
lnancy@clemson.edu
WRITER:
Teresa C. Hopkins, 864-656-1222
hopkin1@clemson.edu
Graphics communications class developing materials for national conference
CLEMSON – A creative inquiry group in Clemson’s College of Business and Behavioral Science is participating in a national seminar for print leaders.
Working with The Bennett Group of Rochester, N.Y., students in the VDP (Variable Data Printing) Creative Inquiry class in the graphic communications department are participating in the development of marketing materials, signs and attendee packets for a seminar during Graph Expo, Oct. 26-29 at McCormick Place in Chicago, Ill. The joint team effort is spearheaded by Mary Ann Bennett, president and CEO, and will sponsor a seminar and peer-to-peer panel discussion: “Printers Expand into Mailing: 10 Steps to Success.”
“Students participating in trade-show activities like our Graph Expo seminar, learn firsthand that direct mail plays an integral role in the development and execution of a successful event. I believe that education in direct-mail marketing is critical and Clemson’s graphics communications curriculum is at the forefront of advancing an extraordinary education model,” said Bennett.
Bennett, a 30-year veteran of the direct-mail industry, is nationally recognized as an expert in U.S. Postal Service automation, a frequent speaker at direct-marketing conventions and communication forums and a frequent contributor to national publications. She established The Bennett Group Inc. and Mailing Training Institute in 2003. The mailing training and consulting firm focuses on the development and delivery of educational products, services and training for the business of mail. Products developed at the facility include textbooks, publications, kits and templates, online forums and web-based seminars.
Nancy Leininger, senior lecturer in graphic communications at Clemson, said the students welcomed the opportunity for the real-world experience.
“The students were happy to assist in any way they could, and The Bennett Group helped take that experience a step further by engaging the students from the early stages of direct marketing through acting as hosts at the event,” Leininger said.
The creative inquiry group consists of Joe McCready, a senior from Fort Mill; Jaclyn James, a junior from Greenville; and Amber Agard, a junior from Rincon, Ga.
Keeping with the brand identity of The Bennett Group and the booth graphics and ads being produced for publication during the show, the Clemson creative inquiry team designed the invitation mailer and incorporated variable data into the design. The Clemson students and The Bennett Group have weekly meetings by conference call and have sent materials back and forth electronically. The Bennett Group provided the database information and the students identified the additional fields required to create the invitation.
The invitations were printed and mailed in Rochester and responses began to come in immediately, Leininger said. These early responders commented on the effectiveness of the variable content in making the decision to respond.
The invitations were just one piece of the four-page project plan that the Clemson and Rochester teams followed to orchestrate the event. Once the invitations were in the mail, attention turned to follow-ups, tickets, handout materials, speaker biographies, signs, catering, audio-visual requirements, surveys and even thank-you gifts for the panelists.
Student Jaclyn James said, “Planning and putting on an event such as this requires a lot of work. The first big step is getting the word out, yes, but being a part of this project really opened my eyes to the big picture behind the scenes as well.”
Leininger appreciates The Bennett Group making the effort to get to know the students personally and including them in all facets of the project.
“The invitation was more than just a school project, it needed to meet a predetermined mail date, appeal to a specific audience and maintain a recognized brand,” she said. “The added bonus of being able to work with an industry leader who can serve as a resource in the future, as well as having the opportunity to participate in and learn from the seminar and panel discussion and network with printers expanding their businesses in the mailing and direct marketing arenas, all make this collaborative effort such a great win-win.”
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