Pocket Folder Makes Waves Glen Bryman has sold everything from letterhead and envelopes to banners and newsletters to The Waters Organization in Atlanta since it was founded in 2004. Recently, the distributor faced one of his toughest challenges with the company, which provides administrative recruiting and IT consulting, when it prepared for a trade show. "They wanted an elegant piece to give attendees, but not too expensive and not too much to hand out," says Bryman, president of Atlanta-based Imageflow Services Inc.. The Waters Organization also required the marketing piece within eight business days. Bryman met with the company president and they decided on a 5 1/2 x 8 1/2-inch pocket folder. The folder, manufactured by Wilmer, Dayton, Ohio, is constructed of 100# gloss stock with varnish. It’s aqua blue, a color used throughout The Waters Organization's marketing materials and web site to tie in with the company name. The front features four photos of water—two of a pool and two of the ocean. Similar photos also appear on the company's web site. Below the photos is the firm's name and logo, a loosely scripted "W" that resembles a wave, printed in black. Inside the folder are two custom rounded pockets. The pocket on the left side includes a quote by ancient Greek philosopher Pindar: "The noblest of the elements is water." The Waters Organization places three tiered marketing sheets in the pocket. The sheets discuss the company's history and services. The pocket on the right side is free of text and empty, so trade show attendees can fill it as they choose. The back of the folder is imprinted with The Waters Organization's name, address, phone and fax numbers and web site address in white. "It's very clean and sharp," says Bryman. A 4-page insert is saddle-stitched inside the folder. It includes text on why administrative and IT personnel are critical to companies and how The Waters Organization ensures clients are appropriately staffed. The organization, which ordered 1,500 of the presentation folders, was thrilled with the piece, says Bryman. "We were able to come up with something they liked at a price they could live with," he says. The folder is standard with one custom addition—the rounded pockets—to add a distinctive touch. Bryman attributes much of the project's success to Wilmer. "They were quick to respond, which was key," says Bryman. When he supplied the artwork, Wilmer rapidly generated a proof. When The Waters Organization requested a change to the proof, Wilmer made it quickly, produced the folders and met the client's tight deadline. "I'm comfortable selling presentation folders and part of that is because I have vendors I can trust," says Bryman. Have a solution? Click here to be featured as an E-Weekly Solution of the Week