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Sloan Valve asked Origin to develop a direct marketing tool that could be customized for three target markets: educational institutions, hotels & restaurants, and hospitals. The agency created a unique mailing piece that, by simply inserting one of three different sheets, directly addressed the particular needs of that market segment. The piece was ingeniously designed so that it could be printed as a single sheet which was then die-cut to provide the target inserts. The result was a very cost-efficient and effective direct marketing tool that served as an integrated precursor to a more expensive brochure.