CP Graphics assigned my team of interns to create a campaign for the Senior Living industry.  The team decided that the campaign would require :

1. Initial Direct Mail Contact (pictured below)

2. Follow-up E-mail/Flyer - linked to a PURL

3. PURL / Landing Page

4. Requested Materials Packet

 

The objective was to create a database of senior living facilities across the nation that relied on an outside marketing agency to fulfill their needs, or did little self-marketing. The database collected the names, adresses, and personal contact information of the key decision makers in each facility, and was periodically adjusted as leads made their way through our campaign.

 

 

 

As a team we all worked on creating and refining the database of 150 different recipients, and then split up the other portions to work on individually, and using the team environment to consult each other on concepts and matching up a common theme. I worked on the design of the initial direct-mail piece which the inside of which can be seen above. 

 

The concept is a 4-fold interlocking design which when opened gives the appearance of a moving box. This concept lines up with a senior living facility's key objective of increasing occupancy.

 

The inside of the folds are emblazoned with statistics and other key info relating to the senior living industry as well as seniors themselves. The key information on 3 of the folds reinforce the information on the 4th fold which aims to prove our knowledge of the facilities marketing needs.

 

The center is a circle representing the 100% dedication we have to their success, and is initially covered by our service wheel pictured below.

This is the intial wheel concept that was later refined. It has one exposed opening and reveals only the content under each of topic tabs (Contact info, Design, Print, Marketing, Solutions, and Senior Living). The front cover of "the wheel" is left plain because the format and design was still being debated by the Production Manager. The key element would be the displayed tag line " How can we help with your occupancy?" and then the variable data would be placed on each individual wheel, featuring the senior living facility's name , to add a touch of personalization that increases the response rate of our initial direct-mail contact or "1st touch".