Having announced the opening of a second location, this regional supplier of steel construction materials was looking to continue its billboard campaign’s momentum with a targeted initiative that would be delivered directly to its customer base. To connect with the messaging we had already established in the billboard execution, we lifted much of the core elements, including the headline, “Steel from the Best,” and incorporated them into a direct mail postcard. This humorous yet powerful line resonates with the target market, and the back of the postcard allows for additional information about the company’s business, its capabilities, and a clear call-to-action for the receiving audience.