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Archive Observations: Financial Freedom For Seniors

July 9, 2009 by Paul Bobnak, Archive Director, Who's Mailing What! Archive

Three real estate offers from April all bank on the fears that many seniors have about financial security in their later years, especially as they struggle with the economic recession. Casa de las Campanas, a retirement community in San Diego, asks "Has the news got you down?" on its 6" x 9" outer envelope (Archive code #775-717648-0904). It invites the prospect to "look on the bright side," and come to an "Economic Retreat" workshop to consider a pair of plans ("Our Very Own Stimulus Package") to help seniors sell their current homes and move into the development.

Edgewood, a senior community in North Andover, Massachusetts, promises "A certain investment" on the front of its 6" x 9" envelope (Archive code #775-717649-0904). The letter notes the concerns about skyrocketing healthcare costs and offers "an opportunity to take charge of your future." By investing in a community where those expenses are controlled, the prospective homeowner may "enhance and even extend [their] active years."

A 4" x 6" triple-postcard mailing for Cedar Crest, an Erickson Retirement Community (Archive code #775-713753-0904), promises that in their new home, "all your bills are covered by a single monthly payment that stays the same all year long." The prospect is directed to call an 800 number or return the BRC for an information kit.

Cruising For Sales
To boost sales in a flagging economy, cruise lines have been finding more ways to sell the value of their trip packages, in addition to the usual features. American Express Travel mailed a three-panel, 6" x 9" self-mailer promoting exclusive specials on Carnival, including a $100 statement credit, double Membership Rewards points and a two-category upgrade (Archive code #501-640668-0904D).

Another American Express Travel mailing, a 6" x 9" single-postcard, offers up to $200 off a stateroom on select Royal Caribbean cruises. Silversea Cruises (Archive code #501-343244-0904) promotes 50 percent savings on 39 voyages, as well as shipboard credit and reduced airfare on some trips. AAA, in a 6" x 9" postcard for its "CruiseFest 09" event at its local offices, teases prospects with the promise of specials, like onboard value discounts and trip discounts (Archive code #501-182432-0904).

Grand Control Update & Profile
In April, 11 mailings became Grand Controls (controls in the mail for three or more years), nudging the overall count closer to 1,000. Among those that reached this level of distinction were offers from: AAA (Archive code #455-182432-0904), Mutual of Omaha (Archive code #450-171627-0904A), Insure.com (Archive code #450-693372-0904), Dana-Farber Cancer Institute (Archive code #604-172951-0904) and Consumer Reports (716-171635-0904).

 

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