Document 1g0EBado8k1agbrw1d6k9OLvj

The RUBEROED Co. MW YOU KtU Pm Attmusm ^ T# waiters C*/7 * H. Hutton, J. M. Hoare Dm January 5, 1%z Seftrtmct SMkjta celsllit# Direct Hail Campaign The following is an outline of this subject Intended to cower all points of infon&atian and scheduling. KtTTJMS LIS" ipproxinately 1150 individuals, in sone cases with one firm but in different oapacities, in Parchasing. Plant, Engineering or Mainten ance positions Area the 1959 nailing list of Cbed.cal Engineering* These listings are restricted to Delaware, Kaxyland and selected areas of New Jersey and Pennsylvania* Listings in these territories have been narked for use* KlTPBZ OF mnuo The direct nail campaign, currently based upon three successive letters, vriil have a them of "a Picture is Worth 1,000 Words. Each Bailing is to be based upon an offset reproduction of an installation photograph which shows a particular application of Calsilite. The copy of the letter is to be quite brief and dlrectsd towards the particular use of Calsilite that is illustrated :ly the photograph. 1 reply card is to be enclosed with each letter and the attached 8' x 11 photo re production. If further are desired, this photo reference technique permits additional letters without affecting the nature of the sailing. SCHEDUIE CF HaIUHGS First Mailing Second Mailing Third Mailing 2/15/60 3/7/60 IRODUCTIOH ACT) KAKDLDiG ______ ill letters, photo reproductions and reply cards are to be printed by Bryant Press and delivered to their affiliated letter shop. The letter shop is to type Bailing labels in triplicate so that successive nailingc will reach the sane individuals each tine and yet provide an easy nctl.o; of renoving the names of individuals who reply or who are no longer with the firm that is indicated on the original list. tAir'letter shop is handle all assembly, folding, inserting, sealing, bundling, metering and mailing of the letters in Rubereid envelopes* COST CF PREPARATION AMD MAlUIC Letter shop services Photo reproductions Reply cards $375, including cost of letters 50 GAF 19772 aariFicuTiOK m siwre-ssK up distributors This function will b hsndlsd directly by Mr* Welters. Pre-release copies of sailings and enclosures will be given to Hr. Valters by the Advertising Dept, for this purpose. If the Industrial Dept, wishes to have a cooplete list of the nancs used in the mailing* additional carbons can be made by the nailing house at the time that they type labels for mailing purposes. Such a copy of the mailing list may be useful in direct follow-up of the mailing by the Industrial Dept'a. sales staff and distributors. HAKDLIKG CF REPLIES With the exception of undelivered letters, all responses to the mail ing should be bandied directly by the Industrial Dept. This will permit than to evaluate replies and maintain control of all follow up activity on the part of salesman and distributors. The method of following the leads is the prerogative of the Industrial Dept, but should include cooplete information to the Advertising Dept, an the > number of replies and their value. N A jln order to facilitate the handling of replies, ths Advertising < --qfept. will provide a mimeographed form for transiittal of all leads the salesman or distributor covering the territory fron which lead originates. A copy of the form should be returned to the |i Advertising Dept, for each lead received. This will allow us to "evaluate our efforts and the effectiveness of the mailings. The^Industrial may use the form which we will provide as a method of keeping its records on leads and as the guide to ary subsequent follow-ups on the salesmen or distributors. It is the reeoenendation of the Advertising Dept, that all reply cards be turned over tb the sales force for use in fellowing-up on the lead. Tha reply card may be attached to the form previously mentioned when it is sent to the sales force. If the Industrial Dept, so wishes, it may send the salesman or distributor an original and carbon of the form so that the sales personnel involved can give a report on the lead on an already identified form. C. Sutherland GAF 19773