​Personalization acknowledges each customer's uniqueness by offering tailored products that match their preferences. It creates relevant, individualized interactions that enhance the customer experience. Selkirk Sport, founded in 2014 by Mike, Rob, and Jim Barnes, began as a small startup specializing in pickleball paddles and accessories. The brand is continuously investing in the most advanced technology to help maintain its position as the market leader in pickleball paddle innovation and technology. As this company grows, there is an opportunity to enhance personalization in its messaging to better engage recipients and drive stronger responses. For my senior project, I analyzed Selkirk’s past marketing efforts and developed a campaign that leverages consumer data and personalized Variable Data Publishing (VDP) across online experiences, SMS/email marketing, and direct mailers. This project combines creative marketing with data-driven solutions, demonstrating how VDP can enhance real-world marketing effectiveness.