Communicating the evolution of direct marketing


Dukky, a digital direct marketing technology platform, was challenged by an industry that typically did not innovate or adopt new practices. In response, Bond launched an aggressive media relations campaign to build awareness of the effectiveness of Dukky’s technology platform.

Client Goal

Bond Public Relations & Brand Strategy was hired to launch Dukky via an aggressive public relations campaign, broken down to media relations and thought leadership positioning.

Campaign Approach

Targeting major marketing and business media, direct marketing trade publications, trade associations, and tradeshows, Bond established Dukky as a “must have” addition to direct marketing campaigns – highlighting their intelligent pURL, proprietary social media sharing technology and real-time, online analytics dashboard.

Though Dukky, over the course of the campaign, changed their business model – from a direct response company offering printing capabilities and their patented technology to a technology-oriented direct response company offering “software as a service” – Bond maintained consistent positive communications for the brand.

Results & Impact

Bond successfully introduced Dukky to the marketing industry and positioned the emerging technology as a revolutionary way to enhance traditional direct marketing mediums and link offline elements to online capabilities. The widespread awareness has allowed Dukky to develop client relationships with companies like DirecTV, Chik-fil-a, Visa, The Limited, several resellers and Vertis, one of the world’s largest and most recognized print houses.

A sample list of media secured: Entrepreneur Magazine, BrandWeek, AdAge, Chief Marketer, Marketing News and Response Magazine.