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This mailing from the National Stroke Council caught my eye because it is a rare example of a package that is simple yet eye-catching, not because it’s flashy, but because it is doing something different.
In addition to the usual poly address window, the light blue No. 10 outer has a simple, black-outlined illustration of a doctor in hospital scrubs. To his side are two circles that lead to a poly-window thought bubble. The poly cut-out shows through to a personalized teaser on the reply device that reads, “John Smith, A Stroke First Aid Kit is reserved in your name.” It’s a design element that’s simple and different enough to make recipients say, “Hmmm.”
The other elements in the mailing are equally simple, but do a similarly unique job of attracting attention. The 3.5-inch-by-8.5-inch reply device repeats the stroke first-aid kit offer, adding that though the kit is free, a donation of $10 or more would benefit the organization. This statement isn’t odd in and of itself, but next to an ask string of $5, $7, $10, $20 and Other, it caught my eye.
The 7-inch-by-8.5-inch letter has a yellow Post-it note affixed to it that reads, “The First Aid kit could save your life. Request yours today,” written in a faux handwriting font. The Post-it covers the letter in a way that makes the letter unreadable without removing it, furthering drawing attention to the note’s message. To round out the mailing, a 3.5-inch-by-7-inch insert changes the subject completely, instructing recipients on how they can add a bequest in their will to NSC.
This mailing is anything but typical, and its elements grab attention in a legitimate and cost-effective way.
THIS MAILING is available in digital form at the special price of $24.95. To order it, click on the package to be directed to our order form that contains other special offers on Archive mailings.
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