Creative Sources The following organizations can put you in touch with graphic artists, photographers, and printers:
- American Institute of Graphic Artists: www.aiga.org
- Graphic Artists Guild: www.gag.org
- Graphic Arts Information Network: www.gain.net
- International Association of Printing House Craftsmen: www.iaphc.org
- Professional Photographers of America: www.ppa.com
- National Press Photographers Association: www.nppa.org
Budgeting for Direct Mail How much remodelers spend on marketing depends on many factors. Classic Remodeling & Construction’s marketing budget is normally 2% ($110,000, based on 2005 projected revenues of $5.4 million), but rose slightly to support the company’s current re-branding effort. Bruce Wentworth’s first newsletter incurred relatively high design fees, but these will drop significantly if future issues use the same template.
Direct mail can be expensive because it typically requires multiple mailings to get a response. Printing and postage can more than double creative expenses, which can vary widely. Some professional photographers, for instance, charge $500 for a half-day and $1,000 for a full day, not including film, processing, crew, lighting, and other expenses. Photographer Paul Bowers determines a “project rate” that could range from $400 for an hour-long shoot of a single room to $6,000-plus for a three-day whole house shoot.
Fathom Creative charges by the project or by the hour (currently $125 per hour for design and production). A single postcard might require 12 hours and a postcard campaign perhaps 30 hours. Fathom typically bills out copywriting services at $100 to $125 an hour. The Levine Group spent about $9,000 to design, print, and mail its 20,000 marketing pieces. John DeCiantis spent about $1,200 for the concept and design of each of his postcards.
Tips for controlling your direct mail costs:
- Use only qualified mailing lists of homeowners who meet your geographic and financial criteria.
- Share your budget with your marketing/ graphic design team. They’ll help you determine the best approach for your money.
- Limit the amount of “discovery” your team needs to do. Provide them with a full picture of your company, your clients, your marketing history, and your competition.
- Be decisive about art and editorial early on, and avoid making changes later. Like change orders, edits can cost you dearly.