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In this video, Efrain from Gold Level Media discusses a marketing campaign focused on direct mail for their printing services. He emphasizes the importance of measuring ROI (return on investment) and explains the associated costs. Although the total expenses may be lower for his company due to their ownership of the marketing firm—allowing for free printing and labor—he intends to include these costs in his calculations for accuracy. Efrain details investments made in new printing equipment, including a $50,000 machine for producing flyers and business cards, alongside other equipment costing around $4,000. He aims to recoup the investment through this campaign.