Consumer Info Kit

My Role: Concept; creative direction; budgeting; messaging; copywriting; production; resource management.

Notes: As a direct mail piece, this was sent out to customers upon their request. Those requests came mostly from phone calls or e-mails. The goal of the piece was to close a sale or at least pique their interest enough to get them to call us. In order to accomplish this it was necessary to convey a professional, consistent message, and to deliver relevant information that the consumer would need in order to make a final decision.

When a consumer placed their request, they were entered into our database where we began capturing their information. Later, when they followed up with us to make a purchase we would continue to build on the data already in our system.

The sample shown here was used to replace what was simply a brochure stuffed into an envelope with technical data. The updated version incorporated the new brand identity and reorganized the content into a more useful, consumer- friendly package. Updates include; pocket folder; business card inserted into die cuts; DVD and software attached to inside left pocket by foam buttons; welcome letter from President; updated brochure; five inserts for quick identification of relevant information.

A project of this scope goes well beyond a visual redesign. As with all advertising, you need to consider what message you're trying to deliver and who you're trying to reach. It's also important to remember that a sales tool of this nature can serve many different purposes -- it can be mailed upon the customer's request, given out at shows, or the individual elements can be used on their own for a variety of other reasons. Therefore, it must be extremely well organized and you need to ensure that your consumer can find the information that's relevant to their needs as quickly as possible (i.e. pricing, features, company history, product demonstration, etc). In this way, it's similar to web design -- a lack of clear structure and concise messaging could cost you a customer.