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In this video, Efrain from Gold Level Media discusses a marketing campaign focused on direct mail for their printing business. He emphasizes the importance of calculating the return on investment (ROI) for the campaign. Efrain mentions that while the cost of printing and labor may be lower for them due to their ownership of a marketing company, he will include these costs in the total for transparency. He highlights their recent investment in new printing equipment, including a $50,000 printer for creating flyers and business cards, and another piece of equipment costing around $4,000. The goal is to generate revenue to cover these equipment costs while detailing the financial aspects of the campaign.