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Efrain from Gold Level Media discusses a marketing campaign focused on direct mail. He explains the significance of calculating the return on investment (ROI) and shares details about costs involved in the campaign. Although their marketing company benefits from free printing and labor, he will still include those expenses in the total to provide an accurate figure. Efrain mentions that they invested approximately $50,000 in new printers and another $4,000 in additional equipment for producing business cards and flyers. He highlights the importance of these investments in recouping costs through the campaign.