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In this video, Efrain from Gold Level Media discusses planning a marketing campaign to demonstrate its return on investment (ROI). He shares insights into the costs involved, mentioning that as the owners of a marketing company, they can access printing and labor at no charge, although he will include these costs for a more accurate total. The campaign involves direct mail for Gold Level Print, utilizing newly purchased equipment, including a $50,000 printer for creating flyers and business cards, along with additional equipment costing around $4,000. The aim is to generate sufficient revenue to cover the cost of the new equipment while showcasing the effectiveness of the marketing efforts.