Eden Apartments in downtown Baltimore epitomize luxury living. And convenience. And what it’s like to be 20- to 30-something living in a trend-o neighborhood and be, well, beautiful (no dogs allowed!). But targeting these sought-after would-be-tenants is harder with newspapers failing and so many of them not watching TV commercials. So we hit ‘em where they live…on the streets (with mobile, scrolling ads and a 36-foot wide banner), online (with a cool new blog site) and in their favorite watering holes (with t-shirts and a coaster campaign at 13 bars) enticing them to text in to win a prize, and build our client’s database at the same time. Occupancy up. Client happiness up. Bottoms up!

When digital printing first became affordable and accessible, we were asked to tell people it was affordable and accessible. We tasked ourselves with also making it entertaining, lest it be lost in a sea of literature to businesses from printers, caterers, document shredders and office-plant watering services. These preposterously written and designed direct mail pieces compelled a trial of this new printing freedom, asking readers to input their own information on a fun website, which generated a totally customized return postcard within days with the customer’s information woven in. Product demonstration: the oldest trick in the book…modernized.