Direct Mail Pulls In New Customers Scott Christopher Homes of Distinction, a homebuilder in Holland, Mich., wanted a direct mail piece that would appeal to owners of million-dollar homes. Most of the company's success had resulted from referrals, but its new service, a maintenance and renovation spin-off called Surpass, needed to establish its presence. The homebuilder interviewed 25 firms before hiring Grand-Rapids, Mich.-based Square One Design. First, Square One Design convinced the homebuilder to create a holding company, 110%, that would support Scott Christopher's existing business and its new subsidiaries. Then the firm began creating four seasonal mailers for Surpass. "They promoted the service and maintenance part of Surpass, which follows seasonal changes as do many maintenance needs," says Square One Principal Lin Ver Meulen, who oversaw the creative direction of the project. "So, we scheduled [the mailers] to sync up with the start of fall, winter, spring and summer." The four mailers were sent to homeowners making more than $300,000 a year. Each mailer highlighted the home-maintenance necessities of that season by featuring a to-do list on the cover and emphasizing Surpass' capabilities on the interior. A handy, color-coded bar on the end of the 5 1/2 x 11-inch brochure denoted the season, and a perforated business reply card provided an easy way for customers to ask for more information or to be removed from the company's mailing list. "We helped them define their audience, buy lists and coordinate the mailing house logistics," Ver Meulen says. Square One Design produced approximately 5,000 first-class mailers per season. Grand Rapids, Mich., firms Commercial Printing (print services) and Kent Communications (mailing services) assisted with the project. All four pieces were printed on Cougar Opaque Smooth 100 lb. Cover. "Our logic was that if we could build trust with new clients in the area of service and maintenance, that it would parlay into larger projects," Ver Meulen says. The promotion brought Surpass new customers, he says. Now, Surpass is displaying signs, which Square One designed, throughout the community, including at school athletic events. "The response was great, and people were hanging onto [the mailer] and calling months later saying they just couldn't throw it away," says James Shupe, Surpass' service manager. "It was amazing, the creativity and energy the Square One team brought to each meeting. It was as if their success would be judged by our success."