Featured Project: Tower Industries, Ltd. Mail Campaign

Tower Industries, Ltd. manufactures beautiful custom surfaces for countertops, vanities, showers and other applications. But, they had a problem. Although they were well known on a regional level, they were significantly less known in their local market. They chose Covey-Odell to get the word out.

Tower uses three primary types of material in their work — Cambria® quartz material, granite and Tower’s own Meridian® Solid Surface material. After completing the background research, it was decided that a mail campaign, targeted to higher income households and trade prospects, was just the ticket for getting Tower’s message in front of the right people.

Art Director, Dave Lear, designed a series of four mailers, each focusing on a surface material. Rich application images balanced short, punchy headlines. Printed on dull coated paper, the final touch was adding spot gloss varnish to Tower’s products. The varnish is subtle, but adds elegance and aids in popping the product out from the rest of the room.

To help keep costs under control for the campaign, the 8.5” X 5.5,” 4-page brochures were printed simultaneously as a gang run. The interior format and images used in the pieces remained the same for each market. A simple printing plate update was used to change the homeowner copy with the trade version.