President's Choice
President’s Choice Award Goes To Tennant Company
For its Environmentally Sound “Sustainability Leaders Campaign”
Past Winners:
(Past Winner)
Congratulations to the Tennant Company, the nation’s leading manufacturer of institutional floor cleaning equipment, for a new-business mailing campaign aimed at companies with a commitment to environmental sustainability. The project involved an oversized mailer—featuring the company’s environmentally friendly ec-H2O™ technology—and a custom envelope, both designed to clearly communicate a commitment to reducing prospects’ “environmental footprint”.
Mailed to a select list of about 120 corporate sustainability executives, the striking piece employed rivet-bound, French-folded pages mailed in a uniquely printed, custom-converted, translucent blue envelope. Digital variable printing, featuring each prospect’s name, was used on the mailing label, and again internally on a bound-in, perforated card containing contact info for the prospect’s local Tennant representative.
Working with GLS Account Executive Karin Hill, Tennant’s Associate Marketing Manager, Cristina Zintl says GLS’ experience and capabilities made it possible to create a mailing with what she wanted most—a package made with environmentally sound materials throughout, from recycled papers manufactured with the most sustainable forestry and manufacturing practices to environmentally friendly soy inks.
The mailer was met with a 14 percent favorable response rate but perhaps more importantly, Cristina says it helped start a relationship with an entirely new market segment!
“The extensive use of environmentally-friendly materials in the piece is trend-leading,” says Gary Garner, GLS President and CEO. “We’re pleased we could lend our expertise to Tennant for this project.”
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