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suggested content of the information piece.) The recommended <br />budget for design and printing of 1,000 is $15,000; this includes <br />design, copywriting, printing and assembly. It may be more cost- <br />effective to print extra binders or portfolios in the first year <br />which could be used with new inserts in the future. <br /> <br />Newsletter , <br /> <br /> A newsletter would update the targeted audience on what's <br />happening in Pleasanton. This is an effective tool used by many <br />brokers, developers, and economic development organizations. The <br />difficulty is regularly collecting and writing newsworthy <br />stories. Also, the message is not as focused as direct mail would <br />be. To design, write and print 2,000 newsletters would cost from <br />$2600 to $4000 per issue. It would be much more expensive if <br />four-color photographs were used. It is recommended that a <br />newsletter is not used in the first year. <br /> <br />Direct Mail <br /> <br /> Direct mail is expected to be effective for Advantage <br />Pleasanton because our audience is small and well-defined. It is <br />recommended that direct-mail with a reply card be used in <br />conjunction with telemarketing to increase the response rate. <br />Three direct mail pieces could be sent to 1500 users for $8000. <br />It is important that the piece "jump out" from all the other mail <br />the recipient gets. It is assumed that local brokers and <br />developers will provide mailing lists to Advantage Pleasanton <br /> <br /> 9 <br /> <br /> <br />