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In this video, Efrain from Gold Level Media discusses a marketing campaign focused on direct mail for Gold Level Print. He emphasizes the importance of calculating the return on investment (ROI) and outlines the costs involved. Efrain mentions that, due to owning a marketing company, they receive discounts on printing and labor, but he will include these expenses to provide an accurate total. He highlights the purchase of new equipment, including a $50,000 printer for business cards and flyers, and another machine costing approximately $4,000. Efrain aims to recoup these costs through the success of the marketing campaign.