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Summer 2020
PHILADELPHIA DIRECT MARKETING ASSOCIATION
LETTER FROM THE BOARD
NEW Virtual Event Series“The New Realities of Direct Marketing”
As board members of the PhillyDMA, we want to make sure we are representing our members and the Direct Marketers of the
Philadelphia area in the best way possible. The PhillyDMA is committed to creating an inclusive and safe place for those in our industry to come together, share ideas and learn. As we look internally and put in the work to become a more diverse organization, we encourage you to do the same at your place of work. If at any time you have suggestions on how we can better our industry as an organization, please reach out, we would love to hear from you. At our next board meeting, we will discuss our plans to better diversify our organization as well as keep this conversation going. In our next newsletter, we will share our plan so that we can be held accountable.
Regardless of race, gender, sexual orientation, age, gender identity/expression, religion, political affiliation, educational background, or physical ability, if you are a direct marketer in the Philadelphia area, you belong here. We, as the board of the PhillyDMA, pledge to make that more apparent moving forward.
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In the last few months, the PhillyDMA has had to look at how we gather our organization together and adjust to
keep everyone safe during the COVID-19 pandemic. As our in-person events were canceled one by one, we turned to the web to get industry information out to our members, so we can all continue to learn. With that in mind, we created the PhillyDMA’s Virtual Event Series where, similar to our Coffee Talks, industry leaders would have the opportunity to present to members on industry-related topics — now, on Zoom.
On June 23, our first installment was presented by Dennis Fish, Marketing Executive at ICS Corporation, and explained the new realities of direct marketing to an audience of about 50 members. Dennis went over the impacts COVID-19 has had on direct marketing, including data that showed just how much the industry has changed since March.
After going over the current climate, Dennis went into detail on what we can do to maintain relevancy in the “new norm” of today. He outlined four actions that direct marketers can take to lessen the impact — focus on existing customers, be sensitive in messaging, emphasize customer service and strengthen your brand.
Dennis also touched on how customers behaviors will change due to the effects of the pandemic, including the concept of working from home, business travel and education. Dennis remained optimistic that the economy will rebound and with it, the need for marketing. At the end of the presentation, he emphasized that keeping in mind the changes in customer behaviors that have occurred and will continue to occur will be very beneficial moving forward.
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The Board Shares:How We Are Spending Our Time
(Continued on page 3)
Enjoy this tried and true pasta salad recipe.
1 head of broccoli – chopped 1 box sea shell pasta – cooked & drained 1 cup raisins 1 cup unsalted peanuts ½ cup sugar 1 cup mayonnaise 1 tablespoon vinegar Mix sugar, mayo, vinegar and raisins.
Stir in broccoli, cooled pasta and mix well until all is coated.
Add peanuts just before serving.
- Allison Rigler, ANRO
While cleaning every closet and drawer in my house, happily creating plenty of bags for Purple Heart, I came across my oil pastels which I haven’t picked up in many years.
I then ordered a studio series drawing book, and I have fallen right back into my love of drawing.
I also discovered milk paint, and now have rejuvenated a few pieces of furniture in my home.
But where I have found the most solace and enjoyment during these past few months, is being home all day with my 2 ½-year-old pupster Reagan. She is a rescue from savedme.org, and continually makes me smile. For sure she has enjoyed all the extra time and attention she has gotten these past months, not to mention the many many, many walks and treats.
- Lisa Mark
Working from home has certainly been an adjustment but has allowed for quality time together for my wife and me. We celebrated 6 months of marriage on June 28th! We’ve also welcomed an adopted dog into our home – Gene Parmesan, a 2-year-old dachshund-chihuahua mix, has quickly assumed his position as head of the household.
Between relaxing, enjoying (socially responsible) walks around Philadelphia, and attempting to work through “The Bully Pulpit” by Doris Kearns Goodwin, our family has stayed busy.
We’re thankful for our health and for the technology which has allowed us to stay connected to family and friends!
- Steve Burkholder, Merkle
If you’ve been living under a rock for the past few months and decided to come out to visit, you’ll notice that something looks different, very different. Moms and dads are home a lot, kids are getting stir crazy and most of the major cities across the United States are experiencing protesting in the streets. Has something changed? It sure has. But as the saying goes, with change comes something good.
The COVID-19 Pandemic has caused many businesses to rethink the “Work from home” Concept, which is a good thing as it allows employees to be more productive, they arrive to work on time and they feel more empowered. Schools and universities are now looking at “virtual” classrooms and while they still have a way to go, this may be a permanent solution for protection against future viruses.
The protests that we are witnessing in support of Black Lives Matter will certainly bring about a positive change in this country. It may not seem like it now but give it some time. It reminds me of a time in the 1970’s when there was tremendous resentment toward the oil companies. Gas rationing and long lines to fill up your gas guzzling cars were taking a toll on people. Demonstrations were taking place all across the U.S. and gas stations across the country were being destroyed. Did any good come out of this? Absolutely... car manufacturers were forced to make more fuel-efficient cars and we all learned how to pump our own gas!
So, has anything changed? Of course, but change is constant and with it will come something positive that will force us to change the way we are doing things. It’s already underway!
- Tim Hughes, TPG Direct
I’ve really enjoyed my time working from home over the past few months, especially since I’ve been able to spend so much more time with my cat daughter, Pinot. Here is some footage of what a typical WFH with a cat situation has been like.
Not pictured: her in her top favorite spot, my laptop keyboard. The more inconvenient for the human, the better for the cat.
- Melanie Lodge, ICS Corporation
Has anything
changed?
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The Board Shares:How We Are Spending Our Time
(Continued from page 2)
Your Colleagues Are Not Part of the PhillyDMA?
Let them know of our limited time offer!
Qualified NEW members get two years of membership for
the cost of one!
Hone your skills, expand your network and be part
of our bright future.
Contact Sal Caimano at: [email protected] for more info!
During quarantine, I have spent most of my time reading. I’m a huge supporter of our local library so when it was forced to close for a few months, I was in search of an independently owned bookstore that would ship right to my house. My search brought me to Uncle Bobbie’s Coffee & Books (unclebobbies.com) a bookstore that does a lot of good for the community and is located nearby in Germantown.
From the number of books I’ve bought, one of my favorite quarantine purchases has to be Such a Fun Age by Kiley Reid, a local Philadelphian. Reid’s first ever novel takes place in Philly and follows Emira, a 25-turning-26-year-old who is just trying to find herself and her voice.
- Taylor Brady, Group G Marketing Partners
If you would have told me 6 months ago, I’d be ordered to stay in my house and I could only go out for essentials while wearing a mask, I would have thought you were crazy. All those projects I had set aside for a rainy day, turns out there were other reasons they were put aside!
Once I finally accepted the “New Normal” I got into a groove of yard work and basement storage clean out. Thankfully, the direct mail industry has been quite busy due to the political mailings. The highlight has been spending time with my two daughters Julia and Makayla. We have spent time riding bikes, watching movies and of course spending time with our two dogs Bella and Jasper.
- Jennifer Carahaly, Cenveo
To stay productive and positive over the last 90 days I’ve positioned myself in front of things near and dear to my heart: Red Sox, Patriots, Bruins, Golf (note 2000 PDMA 1st place) — back drop libation and entertainment.
- Sal Caimano, Word Tech Inc.
I have always been handy around the house, but the bones don’t want me on ladders and things. So, over the last few months I have started refinishing furniture. My daughter picks up things she likes at flea markets and I sand, glue, repair and paint to her specifications. It doesn’t take much thought and the end product usually looks great.
- John Caliendo, Bradley Graphics
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Make sure to follow us…
www.facebook.com/phillydma.org/
@PhillyDMA
www.linkedin.com/company/philadelphiadma/
phillydma
2020 Benny Event is Canceled
The next PhillyDMA Benny Awards will be held May 20, 2021. Entries will be accepted from work produced in 2019 and 2020 and will be judged together, years will not be separated. Thank you to all the companies that already entered, we appreciate your support and look forward to seeing you in 2021!
A special thank you to Victoria Noba and the ICS creative team for donating their creative talents for the 2020 event, and to Jennifer Barletta and the Digital Dog Direct team for donating the printing and mailing for the 2020 Benny event.
Creative
360o Marketing
Data Modeling and Selection
Digital Integration
Secure Information Systems
Direct Mail Programming
Postal Logistics
Commingle Services
STRATEGY . CREATIVE . PRODUCTIONICS-CORPORATION.COM
2018 PDMA Direct Marketer of the Year
One Source, Powerful Results
2020 PhillyDMA Board of DirectorsPresident Lisa MarkVice President Steve Burkholder, MerkleTreasurer Tim Hughes, TPG Direct Administrator Melanie Lodge, ICS Corporation Members John Caliendo, Bradley Graphics Jennifer Carahaly, Cenveo Taylor Brady, Group G Marketing Partners Sal Caimano, Word Tech Inc Allison Rigler, ANRO
Summer 2020 — PhillyDMA DirectViews is published by and for members of the PhillyDMA and other interested direct marketers. For more information, visit www.phillydma.org.
Editor Taylor BradyDesign/Layout Group G Markerting PartnersOffice PhillyDMA c/o GPAMG, Bala Pointe Centre, 111 Presidential Blvd., Suite 231, Bala Cynwyd, PA 19004 484-388-4393 Email: [email protected] www.phillydma.org
PHILADELPHIA DIRECT MARKETING ASSOCIATION
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