by Melissa Donovan
The United States Postal Service (USPS) celebrated augmented reality (AR) and its use in the mainstream mail by holding its Excellence in Innovation and Creativity Awards in 2024. The contest is a tangible example of the importance of marrying traditional marketing with newer methods like AR.
Three businesses were honored for their standout use of AR and print—Citibank, Security Finance, and TheHomeMag. Each depicted a successful collaboration between print and digital.
Citibank created a mailpiece with an innovative AR experience where recipients can seamlessly scan a technology trigger to learn about various benefits/services available to them on their mobile device.
TheHomeMag leveraged a unique AR experience to introduce its new mascot. Upon scanning a quick response (QR) code on the mailpiece, recipients were greeted by the new mascot via an AR experience.
Physical to Digital Journey
We connected with Security Finance, which offers installment loans, to learn more about its winning project. The company began in 1955 and today has over 700 branches with over 2,000 employees across 12 states in the U.S.
“Security Finance was recently honored to receive the very first Excellence in Innovation and Creativity Award from the USPS for our participation in the 2023 USPS Mailing Promotions. The award was in recognition for our innovative direct marketing campaign that combines a ‘physical to digital’ customer journey, which includes the use of AR,” shares Tracie Schrader, senior marketing coordinator, Security Finance.
The winning mailpiece incorporated an AR trigger that allowed recipients to view an interactive informational video and begin a loan application. With the help of Security Finance’s direct marketing partner, Salem One, the campaign stood out among more than 30,000 submissions.
Salem One is well-versed in the importance of combining digital and print for a successful mailing campaign. The company, based in NC, maintains three separate facilities in the state including Concord, Kernersville, and Winston Salem with a total of 180,000 square feet of operating space.
In operation since 1987, 240 employees are in charge of offering services like direct marketing, promotional retail packaging, signage/point of sale, logistics, and online technology platforms. It reaches clients located mainly in the U.S. but also internationally.
Recognizing the importance of digital print, Salem One added the technology in 2005. “We are corporate communications specialists and recognize the value and return on investment for our clients of relevant, personalized communications with consumers,” explains Tracy Brooks, SVP, Salem One.
Today its digital portfolio boasts a fleet of 14 presses included sheetfed and roll to roll. According to Brooks, this varied profile allows the company to efficiently produce short runs and high volumes across direct mail, packaging, and labels.
Manufacturers include Canon U.S.A., Inc., Durst US, HP Inc., and Xerox Corporation. Complementing the print aspect of its production space, the company employs standard cutters, die cutters, folders, and gluers for finishing.
Despite the wide breadth of technology already in place, Salem One stays apprised on the newest products. “We ingest daily feeds of trigger data files with robust VDP programming to engage in-market consumers with best-in-class speed to market. We constantly evaluate our equipment profile to meet and exceed market opportunities,” admits Brooks.
Call to Action
Digital printing and AR are complementary. This is something Salem One recognizes and is doing its part by educating its customers about the available opportunities. One example was working with Security Finance to create the winning mailpiece for the USPS Excellence in Innovation and Creativity Awards.
For this project, Salem One worked with Security Finance’s marketing team as well as its technology partner Unified AR to create the mailpiece. According to Brooks, the goal was to educate the consumer with a compelling call to action. A bonus—qualifying for the USPS Promotions discount associated with utilizing AR and video.
The printed mailpiece was produced using both color digital sheetfed and continuous form black laser. The AR journey was used in 20 campaigns with over 6.5 million mailpieces sent out in 2023.
Honored in August 2024 at a luncheon held at USPS headquarters in Washington D.C., USPS officials shared how they “were impressed by how the mailpiece captured the spirit of the mailing promotions. By demonstrating the value of mail with your pieces, you are enhancing the quality of mail as a medium and fostering innovation,” according to Schrader.
A Celebration
The USPS contest celebrates the benefits of digital and print working together to increase recipient response rates and track consumer data. Companies embracing this like Salem One and Security Finance are poised to benefit.
Mar2025, DPS Magazine
