"A Brand New Day" at Baudville
This summer, b-to-b retailer Baudville, which specializes in employee recognition products, overhauled its long-running catalog design with a striking new look, font and logo. To better represent the company's broad array of merchandise, the catalog's prior tagline "Putting Applause on Paper" has been replaced with "The Place for Daily Recognition." Whereas previously, cover products were accompanied by a modest amount of copy, the new cover layout has an almost magazine-like quality. Headlines serve to introduce "10 Brand New Themes" or feature clever word-play like "Best New Pick-Me-Up Lines." Inside, a fold out page with a welcome letter from the company's president and CEO announces "It's a Brand New Day." In it, Brad Darooge reflects on the hardships of the recession, while at the same time crediting his employees as key to success: "As you can see from the new look of the catalog, great things are happening at Baudville." The catalog offers a variety of products designed to motivate and engage staff, including Lapel Pins ($5.95 each), Kudos Kits ($39.95 each), and "Cheers" Travel Mugs ($12.95 each).

Earthwatch: "Join the Community. On Your Terms."
Environmental research nonprofit Earthwatch Institute promoted membership with a t-shirt premium and an engaging promise: "With Earthwatch, you can change the world. Yourself." Founded 40 years ago, Earthwatch is a research-focused organization that not only finds environmental solutions, but puts its resources into "actual scientific fieldwork." Members contribute to research and education programs and also have the opportunity to volunteer in order to reverse the effects of climate change in over 40 countries worldwide. The four-panel self-mailer folds out to outline the various levels of membership, inviting recipients to "Join the Community. On Your Terms." Yearly memberships are divided into various levels: Explorer - $35/$50/$75; Advocate - $100/$150/$250; Expeditioner Society - $300/$350/$500/$750; and President's Council - $1,000/other. $50+ members earn the Carbon Neutral Earthwatch t-shirt premium. In addition to picturing the shirt, the front of the promotion invites recipients to join Earthwatch's social marketing initiatives, with both a "Find us on Facebook" and logo for EONS, "the online community for BOOMers."

DVNF Loads Up Freemiums
Disabled Veterans National Foundation (DVNF) targeted donors with a large yellow cardboard box containing a personalized sliver calculator, 2009-2010 day planner, and pen. The organization specializes in securing benefits, counseling, and direct care for U.S. veterans of the military. A four page letter addressed "Fellow Patriot" presents a question that ties in the free gift: "How can our people calculate the high human costs of their defense?" It cites a 25% increase in the number of disabled veterans and explains that the VA is overwhelmed as it attempts to serve the 300,000 returning from Iraq and Afghanistan as well as older veterans. An enclosed "Call to Action" insert offers suggestions that include volunteering at a VA hospital, nursing home or clinic; contacting Senators and Representatives to support VA health care; and flying a flag. The $10/$12/$15/$25/other ask ladder is attached to the response envelope, and circles $12 as the suggested gift amount. Monthly contributions are also an option. The group has mailed elaborate freemiums in the past too, including t-shirts and blankets.

The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.