It all began with the envelope. Most clients prefer a simple, clean, cost-effective mailer for their printed marketing materials, but competition is tight among summer day camps in the northeastern US. Most families are research three, four, five or more camps at a time so Ramaquois knew they needed to stand out at first contact. Hence, they insisted on a big, colorful, converted enveloped that featured their lake — a rare advantage for a camp so close to Manhattan.

Upon opening the envelope, a variety of pieces tumble out like Christmas morning, beginning with the small Parent's Field Guide.

Knowing that prospective families who requested promotional materials from multiple camps would likely tour multiple camps as well, we suggested Ramaquois provide them with a handy notebook for taking notes. The booklet even included questions to ask Ramaquois' competitors — all of which highlighted Ramaquois' own strengths.

After possibly glancing over the cover letter, most prospects would be immediately drawn to the large, 11.5" x 8.75" Photo Book, designed to overwhelm with 16 pages of bright, colorful photography and also a bit of copy for readers who wanted to go deeper.

The Photo Book concluded with a clear invitation to take a tour of the camp as well as a pocket to hold any additional materials Ramaquois might add at the last minute to customize the brochure. The invitation practically jumped into the prospect's hands, thanks to a bold call-to-action set in 120pt. Bowling Script.