Keely Lords
Brand Manager
We’ve all been there—staring at a blank page, trying to come up with something fresh, something that will make people take notice. But when it counts, we hit a creative wall. Other times, we’re drowning in possibilities, paralyzed by the sheer number of directions we could take. The creative process can be thrilling, but it can also be overwhelming, frustrating, and downright exhausting. That’s where having an expert in your corner makes all the difference.
At Paper Plane, we’re empathetic to the struggle and prepared to be a partner with our customers. Creativity is at the heart of everything we do. What sets us apart is that we’re not an out-sourced agency—we’re Postal’s fully owned, in-house powerhouse. While many brands have to bring together multiple stakeholders to bring their ideas to life, our team is a one-stop-shop together with the Postal platform ready and waiting to turn your vision into a reality.
The Creative Conundrum: Where Do We Begin?
Getting started can be the hardest part when either you have zero or thousands of ideas to pick from. When a client approaches us with the need for a campaign, but a hazy picture of the road to get there, our expertise shines. We take a twofold approach that not only eases the anxiety of a blank canvas but also ensures that every aspect of the campaign is perfectly aligned with their goals.
Step 1: The Analytical Groundwork
Before we dive into brainstorming, we start by laying down the practical groundwork. It’s not the “fun” part, but these nuts and bolts establish the “must-haves” to tailor the campaign.
The Budget Reality Check First things first—what’s the budget? Understanding the financial parameters of the project helps us manage expectations and get creative within the boundaries we’ve got. Whether you’re at the lower or higher end of the spectrum, knowing where we stand is important to make sure we only present feasible options.
Targeting the Right Numbers Next up is determining the target quantity. Are we creating a limited edition gift, or do we need to scale up for a larger audience? This question can help guide the production direction we take. For instance, a small batch might allow us to craft a bespoke experience at a higher price per item, while a larger quantity might push us toward solutions that can be produced at a lower price point, and quickly at scale.
Navigating Logistics And then there’s the all-important question of where these gifts are headed. Are they staying local, or will they be traveling across borders? The logistics of where and how the items are shipped play a crucial role in shaping the campaign. It’s about anticipating challenges before they arise—like customs delays or packaging requirements—so that everything arrives in perfect condition, no matter where it’s going.
Step 2: The Creative Exploration
Now starts the fun part—creativity! This is where everything is on the table and we start dreaming up possibilities.
The Thought for the Gift We ask a simple question, but it’s the key to the campaign’s success - “Why are we creating this gift?” We dive deep into the purpose of the campaign, whether it’s to celebrate a milestone, launch a new product, or simply show appreciation. By understanding the emotions and values driving the project, we can ensure that every creative decision aligns with the campaign’s core message.
Crafting a Story With the why in mind, we start building a gifting experience. Gifting isn’t just about the item—it’s about the experience you want to create for the recipients when they receive the gift. It’s about telling a story that resonates with your “why”, through custom inserts and messaging to the packaging and presentation.
The Paper Plane Magic Through our years of experience, we brainstorm with reality in mind. No idea is too unique, and no concept is off the table. But, we always keep in mind: Can we deliver this “why” within budget? If we’re using a common item, what’s a unique spin we can take? If their competitors are also gifting, how do we make this campaign stand out in a crowded market? We’ll ensure that we get the campaign ideation started in the right direction.
Step 3: From Dream to Reality
It’s time to execute and we’re beside you every step of the way.
Curating the Perfect Selection With the concept clear, we tap into our extensive vendor network to curate a selection of items that perfectly match the campaign’s theme, budget, and logistical needs. We’re meticulous about every detail - every item is chosen with care and purpose.
Designing Show-Stopping Packaging Packaging is the first thing the recipient sees, and it sets the tone for the entire experience. That’s why we put as much thought into the packaging as we do into the gifts themselves. Our design team works closely with you to create packaging that enhances the overall concept, whether it’s a sleek, minimalist box that speaks to modern sophistication or a vibrant, playful package that brings joy before it’s even opened. We also have the option to include environmentally sustainable materials in the packaging to ensure the sustainability of a gift reaches all the way to the presentation of it.
Presenting the Final Vision With the gifts and packaging selected, we present our proposal to you. We walk you through each element, explaining how it all ties together to tell the story you want to share. And because we know that collaboration is key, we’re always ready to make adjustments based on your feedback, ensuring that the final product is exactly how you want it.
Step 4: Execution and Beyond
Our work doesn’t stop once we’ve fulfilled your design request. We’re your partner all the way through the gifts being shipped out.
Flawless Production We oversee every step of the production process, working hand-in-hand with our vendors to ensure that every item meets our high standards. Our vendors provide a proofing photo, which we share with your team for approval before moving forward. Our job is to make sure that everything is perfect down to the last detail before it goes out the door.
Seamless Logistics Shipping can be one of the most challenging parts of a campaign, especially when it involves large quantities or international destinations. Postal offers warehousing within the platform and provides the insights you need to keep on top of quantities in stock, create shipment requests, and manage the tracking of your packages.
Reflecting and Learning After the campaign is over, we take the time to reflect on the entire process and analyze the customer's future campaign orders to see if they re-order projects that were especially successful. We incorporate this insight when building projects for clients who have similar goals to the completed project.
Your Creative Partner in Gifting
At Paper Plane, we know that creativity isn’t always easy. But with the right partner, it can be an exciting and rewarding journey. By combining the left and right side of the brain for gifting, we ensure that your campaign metrics are the north star, while creating a unique and exclusive brand moment.
So, whether you’re running out of ideas or overwhelmed by possibilities, know that you don’t have to go it alone. We’re here to guide you every step of the way, from concept to execution and beyond. Start the conversation with our Paper Plane creatives today and see where your next idea can take you.
