Direct mail campaign to promote 30th year of cmi

Mailers communicate service and experience themes

Colonial Mills, Inc., a manufacturer of braided-texture area rugs and accessories, is celebrating its 30th anniversary year by embarking on a new direct mail campaign designed to encourage retailers to take a closer look at braided-texture rugs.
Each of the four mail pieces features a portion of a different rug collection enlarged to almost actual size so the recipient can have a bird’s-eye view of the variety of colors, styles and textures that make braided-texture rugs unique.
Each piece of literature also features an object lying on the braided-rugs. The first one to be distributed highlights a birthday cake to celebrate 30 years of braided-texture success. Inside, the piece communicates the fact cmi is an experienced partner and “all grown up.”
The next mailer includes an Adirondack chair with the copy line, “Braided-texture is finding its place in the sun” and conveys the message braided-texture rugs are ideal for outdoor living spaces. A computer mouse rests on the braided-texture rug featured in the third piece with the line, “The best in braided-texture right at your fingertips.”  This mailer emphasizes that cmi’s Web site will soon add online ordering, shipment tracking and account access, making it easier for dealers to do business. The last piece features an 18-wheeler truck racing over a braided-texture rug with the copy, “Braided-texture is moving faster than ever.”  Inside, the copy emphasizes cmi’s quick, five-day turnaround time on orders.
“We make a creative, high quality product manufactured entirely in the United States so we wanted to show the different braided-texture collections and their variety of colors, styles and textures up close and in all their glory,” said Donald M. Scarlata, cmi president and CEO. “We feel these mailers communicate this message in an interesting and fun way while also driving home our company’s ‘experience’ and ‘service’ themes.”
Founded in 1977, cmi is headquartered in Pawtucket, R.I.
For more information, call 800-343-9339 or visit

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