When TBWAVancouver went looking for ways to stretch Vancity’s marketing budget, it suggested the credit union try reusable ecoEnvelopes, believed to be a first in Canada.
“Vancity’s values are a key part of how they market so we look at creative things that we can do for them that live the brand values,” said Andrea Southcott, agency president.
The environmentally friendly envelopes are two-way mailers that eliminate the need for business replies, explained Richard Robins, director of marketing and business development for Visa Card products, Vancity and Citizens Bank of Canada.
The envelopes are opened by tearing along a tab on the back flap. The person receiving the mail can then turn around the business reply insert so the reply address and postal permit appear in the envelope window. A wider flap enables the envelope to be sealed again, eliminating the need for a second envelope.
In 2007 alone, Canadians mailed 37 million business replies. The goal, he said, is to gradually replace all of the credit union’s envelopes.
“We have an ongoing commitment to our members, and to the environment, and to continue to look for new and creative ways to help both,” said Robins in a release. “The piloting of this new ecoEnvelope is just another small way we are doing our part.”
TBWA worked with the Minneapolis-based ecoEnvelopes and Canadian Post to produce the mailer to Canadian standards.
