As a student and practitioner of direct marketing, I’ve planned, written and executed many direct mail campaigns. Here are a few examples.
Unfolding the Essence of an Alzheimer’s Research Leader
This little accordion-fold piece was tasked with some pretty heavy lifting. It was designed as a direct mail piece and leave-behind brochure to help patients, caregivers, referring physicians and other communities understand the basic and real-world (translational) research at the USF Health Byrd Alzheimer’s Institute. It also informed readers about the impact of Alzheimer’s disease on Florida’s population. As writer and creative director, my goal was to create a sense of urgency around Alzheimer’s in Florida and convey the excitement felt by visitors as they learned about the groundbreaking research, educational and clinical services provided by a center of excellence that, in the words of medical director Dr. Amanda Grant Smith, is “a model nationally for how things should be.”
Real Stories About Real People
With a poster-sized interior spread, this self-promotional brochure for Consonant Custom Media summed up the essence of our storytelling work: Original, strategic and visually appealing. Call-outs headed by action verbs and photos of the real people behind our clients’ stories added excitement while helping us avoid a copy-heavy appearance.
Big B2B Impact on a Small Budget
CamTech Systems needed a way to cut through the clutter and reach security-conscious business owners. For this direct mail campaign a comic-book approach did the trick on a very limited budget, using in-your-face graphics to convey the features and benefits of the latest camera security system technology.
More Than a Gatekeeper
To introduce its remote access management systems to property managers, the company formerly known as Hidden Eyes needed a new (and frankly less creepy) name and a fresh new B2B-targeted approach. My solution for the new brand identity was Envera. Loosely translated, it means “Enter upon verification.” This simple direct mail campaign and a suite of sales enablement materials helped them deliver key messages to community association decision-makers.