Archive Observations: Colleges, Pharmacies & Our Grand Control Update
August 6, 2009 by Paul Bobnak, archive director, Who's Mailing What! Archive
|
Nearly every month, the Archive receives mailings from colleges and universities, promoting degree programs (Bachelor's to Doctorate) in various fields. Usually, like in May, the approach to professionals seeking a degree tends to be unemotional and heavily benefits-driven.
The teaser on the #10 outer envelope by Walden University (Archive code #596-172700-0905) asks, "What could you learn from a national network of psychology professionals?" The letter lists specific benefits, each bullet-pointed (e.g., "Gain deep industry insights from diverse points of view"), and includes a reply form for an information packet. Kaplan University (Archive code #596-691568-0905), mailing in a teaser-free #10 outer, promises an IT professional "the flexibility to study on your own schedule," and directs the prospect to a PURL for further information.
DeVry University (Archive code #596-174567-0905), in a mailing for an undergraduate degree program, distinguishes itself because of its teaser on the #10 OE: "A blizzard, a holiday visitor ... and a big money career." "The woman who went the extra mile for John Healey — the true story inside". The letter tells a big story, of an unhappy "big state" university student (i.e., John Healey) who meets a Devry representative in a trip to his jobsite in the middle of a blizzard. Because she lays out the differences between the impersonal big school and the "life-size" DeVry, he transfers and gets a new job before he even graduates. The letter then goes on to talk about a few of DeVry's benefits (nearby locations, flexibility), and offers a "Guide for 49 Hot Careers" to the potential student.
Switch & Save!
In May, the Archive received 2 efforts from pharmacy retailers targeting consumers who have prescriptions. Walgreens (Archive code #910-173479-0905) mailed a splashy two-panel 6" x 9-1/2" self-mailer whose teaser boasts "Our #1 priority is helping you feel your best ... and $25 IN SAVINGS couldn't hurt!" Inside, below photos of smiling people, sales copy includes bullet-pointed benefits of switching one's prescription to the retail chain. On a pocket, the prospect is advised to bring his or her prescription bottles to a local store. An incentive, a $25 check good towards any non-pharmacy purchase, is tucked into the pocket. This is not a new premium for Walgreens, but for years it's been always been mailed in a #10 envelope with a letter noting the company's longevity, as well as the nearest store location and hours.
The teaser on the #10 outer envelope by Walden University (Archive code #596-172700-0905) asks, "What could you learn from a national network of psychology professionals?" The letter lists specific benefits, each bullet-pointed (e.g., "Gain deep industry insights from diverse points of view"), and includes a reply form for an information packet. Kaplan University (Archive code #596-691568-0905), mailing in a teaser-free #10 outer, promises an IT professional "the flexibility to study on your own schedule," and directs the prospect to a PURL for further information.
DeVry University (Archive code #596-174567-0905), in a mailing for an undergraduate degree program, distinguishes itself because of its teaser on the #10 OE: "A blizzard, a holiday visitor ... and a big money career." "The woman who went the extra mile for John Healey — the true story inside". The letter tells a big story, of an unhappy "big state" university student (i.e., John Healey) who meets a Devry representative in a trip to his jobsite in the middle of a blizzard. Because she lays out the differences between the impersonal big school and the "life-size" DeVry, he transfers and gets a new job before he even graduates. The letter then goes on to talk about a few of DeVry's benefits (nearby locations, flexibility), and offers a "Guide for 49 Hot Careers" to the potential student.
Switch & Save!
In May, the Archive received 2 efforts from pharmacy retailers targeting consumers who have prescriptions. Walgreens (Archive code #910-173479-0905) mailed a splashy two-panel 6" x 9-1/2" self-mailer whose teaser boasts "Our #1 priority is helping you feel your best ... and $25 IN SAVINGS couldn't hurt!" Inside, below photos of smiling people, sales copy includes bullet-pointed benefits of switching one's prescription to the retail chain. On a pocket, the prospect is advised to bring his or her prescription bottles to a local store. An incentive, a $25 check good towards any non-pharmacy purchase, is tucked into the pocket. This is not a new premium for Walgreens, but for years it's been always been mailed in a #10 envelope with a letter noting the company's longevity, as well as the nearest store location and hours.
Companies Mentioned:
 |
|
