ShipShapes Celebrates Successful First Year

Customized Market Mail (CMM) Pioneer Helps Marketers Cut Through the Clutter of Traditional Mail and Increase Response Rates

PARK FOREST, Ill. - August 30, 2004 - One year ago, a flexible, plastic two-dimensional Krispy Kreme donuts box arrived in mailboxes across Southern California. In a campaign that changed the face of direct mail forever, the donut maker became the first of many companies to take advantage of Customized Market Mail (CMM) and use ShipShapes to reach current and prospective customers. One year later, ShipShapes has grown by more than 20 percent and increased its customer base to more than 40 organizations, including Dell, Sprint, American Greetings, New Line Cinema, TDS Metrocom and Jeep, to name a few.

CMM, a classification of mail that the United States Postal Service approved in 2003, allows for non-rectangular, over-dimensional pieces of mail to be shipped without a package, carton or envelope. ShipShapes are designed specifically to take advantage of CMM. Printed on plastic engineered to accept ink and provide a high-gloss finish, ShipShapes can flex without creasing and retain their shape after coming out of a mailbox.

"This past year has been an incredible success for ShipShapes and our customers," said Tom Becker, CMM pioneer and president of ShipShapes. "Marketers are realizing that ShipShapes enable them to differentiate themselves and their products through creative direct mail pieces that reach their customers more effectively. We have developed CMM pieces in the shape of two quarters, a Mardi Gras mask, automobiles, cell phones, the American flag and even a shark."

Advertising and public relations agencies, including The Dutcher Group, The Sloan Group, part of Hill Holiday, Porter Novelli and creative in-house marketers have taken full advantage of the unique design freedom that ShipShapes offer.

The first CMM mail piece by Kripsy Kreme was targeted to existing customers and contained a special offer; buy one box of Krispy Kreme and receive another dozen for a dime. Krispy Kreme realized an 11% response rate.

"We have been instrumental in education the industry on the creative opportunities and positive response rates of CMM this year. Marketers serving industries such as telecomm, healthcare and retail have done test-run ShipShapes mailings against traditional rectangular cardboard mailings. Overall response rates of the ShipShapes mailers were significantly higher with 20 percent of our customers reordering. said Becker.

Additionally, over the past year, ShipShapes have developed enhanced CMM options. For example, the added thickness of ShipShapes flexible plastic allows for mailers to attach or "tip on" samples of their product or promotional items, e.g. an automotive manufacturer could attach a key or a pharmaceutical company could attach a sample pill.

"ShipShapes’ accomplishments for 2003 created strong momentum for the new year. We have adopted best practices based on key learnings over this inagural year. CMM and ShipShapes are poised for even greater success in the 2004/2005. Most importantly, we will continue to deliver on our customers’ expectations with innovative and creative direct mail offerings that meet their marketing needs," added Becker.

About ShipShapes

ShipShapes, a division of Imageworks Manufacturing, is the sole producer of a patent-pending direct mail product that meets the criteria for Customized MarketMail (CMM), a classification of mail recently approved by the United States Postal Service. Imageworks Manufacturing is a 38-year-old producer of metal and plastic products based in Park Forest, Ill. For more information about ShipShapes, visit http://www.ShipShapes.net.

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