Five years ago this week, many in the Strait of Canso area breathed a collective sigh of relief when its largest single employer restarted production after a yearlong shutdown. The reopening of what is now Port Hawkesbury Paper came after a year of legal wrangling and negotiations with the various groups that have a stake in the future of the mill, formerly NewPage Port Hawkesbury, which had shut down when its parent company filed for bankruptcy protection in the United States. It’s a very different company than when it shut down in September 2011. Only one of the mill’s two paper machines — the newer supercalendered machine that produces paper for the magazine and catalogue market — went back into production, cutting the number of employees by about half to around 300. Click Read More below for more of the story.
Sappi North America, a leading producer and supplier of diversified paper and packaging products, has revealed its newest promotional resource for brand managers, “The Five Second Rule”. With only five seconds to convince a customer to read a piece of direct mail, first impressions are critical. Printed on Sappi’s multiple web cover grades, Opus and Somerset, the kits come in a stunning exterior envelope, designed to illustrate direct mail’s ability to instantly stand out and create a memorable experience so that consumers are driven to take action. Inside, readers will find inspiration for making collateral that resonates with four unique direct mail examples.
Direct mail is the preferred method of brand communications for consumers aged 18-34[i], with marketing representing more than half of the total mail volume in the U.S.[ii] Together, these figures illustrate the immense need for businesses to employ thoughtful, targeted and high-quality direct mail campaigns that will stand out.
“Making direct mail impactful comes down to three key things: design, copy and paper,” said Patti Groh, Marketing Communications Director, Sappi North America. “This kit is important, because it demonstrates to marketers that the first thing prospective customers will notice about their piece is the way that it feels in their hands. High-quality printed materials tend to linger on the kitchen counter far longer than marketing materials printed on standard paper, ensuring a lasting impression on the consumer.” Sappi’s web covers are engineered to provide this lasting impression at a lighter weight, delivering savings for brand managers over time.
Each direct mail piece in the kit exemplifies a different focus, including versatility, surface quality, style, yield advantage and postage cost.
Sappi North America offers the broadest range of web cover options in the industry. Opus PS is a paper designed for direct mail – with superior glueability, fold-ability and caliper guarantees for predictable postage costs. Our latest addition for the direct mail market, Somerset 9pt cover offers an 8 percent yield advantage over the competition.
more at: https://www.sappi.com/sappi-north-america-unveils-new-marketing-resource-five-second-rule