Brooklyn entrepreneur and founder of Yndigo Translations develops a unique direct mail campaign that’s not only eco-friendly, it actually costs less.
In seeking to get the word out about his new translation agency, Glenn Cain chose direct mail – nothing unusual there. And nothing especially environmentally friendly. But the direct-mail campaign for Yndigo Translations is anything but ordinary.
First, he chose a forward-thinking local printer that uses recycled paper in addition to printing everything with non-toxic soy-based inks. This printer also insists on powering its presses from hydro and wind sources.
Next, rather than using the post office, Cain chose to distribute his mail by bicycle courier. “My clientele are attorneys at New York’s major law firms. I realized I could deliver my marketing material to my customers faster, cleaner and cheaper, and save myself – and my customers – money in the process.”
Cain, an avid cyclist, has logged thousands of miles commuting by bike over the past decade. He saw first hand that the bicycle is the perfect way to move small freight, cutting down on both congestion and truck fumes. “Bicycles are part of the solution, both for personal and commercial use, to achieving a cleaner city and healthier planet,” according to Cain. He even made the first several deliveries himself both to ensure safe delivery and to stay involved in all aspects of his new enterprise.
An expert in translation for the legal marketplace from his 10 years in the business, Cain set up Yndigo Translations near his home in Brooklyn and no longer needs to commute to Manhattan. “I still keep my bike tuned up on the off chance I’ll get a half-hour to ride,” says Cain. The direct mail campaign has done just that, afforded him some time to devote to his hobby while promoting his new business and staying true to his environmental commitment. “I don’t know if we’re the first to run a green direct mail campaign,” Cain says, “but I hope we start a trend!”
709 Carroll Street, Brooklyn, NY 11215