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For Immediate Release
Contact: Linda Barba, Project Marketing, Inc., 610-889-2036
or via e-mail at lbarba@projectmarketinginc.com
DMW
Receives PIMA Gold
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Wayne, PA (December 9, 2002) - Warren
Hunter, president of DMW, a full-service
direct response advertising agency based
in Wayne, PA announced that it has
received a prestigious Gold Award for
its Direct Response TV, Direct Mail and
Fulfillment campaign created for
Highmark Blue Cross and Blue Shield.
Campaign goals included the
successful launch of a new health
insurance product – DirectBlue -- to
younger Pennsylvanians, and to generate
qualified leads at an acceptable cost
while positioning Highmark as a market
innovator. This multi-media entry
included DRTV, direct mail and
fulfillment – all within a new product
budget.
Given the target audience, a very
upbeat, contemporary look was
incorporated into both the direct
response TV and mail, and a high-energy
cutting edge look was utilized for the
TV audience with special thematic
consideration given to this very visual,
yet time-challenged audience. The TV
spot featured a
"twenty-something" young woman
living the fast-paced life of the target
audience while explaining the importance
of the product to her lifestyle.
Direct mail results exceeded plan by
100% and the cost per inquiry (CPI) was
well below projections. The television
campaign produced similarly impressive
results. Both programs continue to
successfully meet program rollout goals.
DMW’s creative team included Eric
Jensen, Irv Levine, Cynthia Maniglia,
Mike Miller and Wendy Vagnoni.
About DMW
DMW
is a full-service direct response
advertising agency with offices in
Wayne, PA and Boston.
The agency provides strategic
planning, creative, database
management, broadcast, media,
production, fulfillment, and Website
promotion. Industries served include
consumer products, financial services,
B2B, non-profit, healthcare, insurance,
telecommunications, and utilities.
Warren Hunter, president and CEO of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW’s Website at www.dmwdirect.com.
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