Total Rewards 2014 Variable Data Direct Mail Campaign

Direct mail / Advertising / Web

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This variable data postcard set was created for the WorldatWork Total Rewards 2014 Conference & Exhibition — a human resources conference held for over 1,500 attendees annually. This project used the full variable data capabilities of the printer, swapping out background graphics, icons and the recipient's name based on the data set, which identified the interest areas of potential attendees. Working directly with the printer, I designed the layout, ensured proper file setup and list organization for the job to print as planned. This ran through a digital press with every individual postcard printing on one run.

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The recipient's name was a prominent part of the design to further draw attention to the piece. A unique landing page showed content relevant to their topic of interest. If the recipient was a WorldaWork member, and signed into their WorldatWork account, the landing page included their name as a variable.


The design concept stemmed from the headline "This conference has your name written all over it" as well as the badge bling attendees love to show off when they go to the annual conference.

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