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Efrain from Gold Level Media introduces a marketing campaign video focused on calculating return on investment (ROI). He plans to provide an overview of costs associated with direct mail marketing for Gold Level Print. Efrain mentions that while their company benefits from free printing and labor due to ownership of a marketing firm, he will include these expenses in the total cost for transparency. He outlines investments made in new equipment, including a $50,000 printer for producing flyers and business cards, along with an additional $4,000 for other tools. The video will detail the financial breakdown involved in the campaign.