The challenge: Designed to reach an audience that included graphic designers, brand owners, and print service providers, we built this campaign around a direct mail postcard that reflected the new size and exciting new concept of the Pocket Pal. 

First, we designed two different direct mail postcards with custom content and design elements for two distinct audiences. Each postcard included a QR code that launched a unique Pocket Pal landing page where, depending on the audience, users could secure a copy by booking a Sylvamo sales meeting, or purchase a copy of the new book. 

We worked closely with the Sylvamo sales team to identify the top accounts for this targeted mailing, ensuring that the right postcard and messaging was being sent to the right contacts. We also leveraged the brand’s custom Shopify site that we integrated with their HubSpot CRM to create an easy-to-use, direct-to-consumer path that optimizes sales enablement. 

To help support and supplement this print-first approach, we created an email announcement campaign with audience-dependent calls-to-action, and we also launched a paid social media campaign with boosted posts on LinkedIn and Instagram Reels to showcase the Pocket Pal’s dynamic new look and feel. 

The digital component of this campaign also included blog posts on the Sylvamo website, regular mention in the company’s email newsletter, and a short announcement video that was also repurposed across various digital channels. 

We wanted the postcards to emphasize the new size and look of this edition of the Pocket Pal. Designing the mailer to mirror the 7x7 size of the Pocket Pal makes the postcard announce itself in mailboxes, and it helps demonstrate what’s new and exciting about the Pocket Pal. 

Aurelia Tauscher
Trekk Graphic Designer

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