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In the video, Efrain from Gold Level Media discusses a marketing campaign focused on direct mail for Gold Level Print. He emphasizes the importance of calculating return on investment (ROI) and provides a cost breakdown for the campaign. Efrain mentions that their marketing company benefits from reduced costs due to ownership of essential printing equipment, which he still includes in the total expenses for accuracy. The initial investment includes a $50,000 printer capable of producing flyers and business cards, along with an additional $4,000 for other necessary equipment. Efrain aims to demonstrate the potential profitability of the campaign despite the upfront costs.