GROUP PROJECT
Design a Direct Mail Piece
STEP 1: Form a 4 person group and submit your names in writing to me. I strongly encourage you to form your own groups. In the unlikely event you are unable to do so, let me know and I will assign you a group to work with.
STEP 2: Read chapter 14 in your text.
STEP 3: Design a direct mail piece including an outside envelope, an order form, return envelope, a 2-4 page typed letter and other appropriate materials (e.g. brochure, sample, coupon). Your advertisement should be for 1 of the following:
a. A product, service, club, charity, etc. that your group has created.
b. A direct mail piece aimed at students on campus that tries to “sell” these students a membership in a campus organization with which you are familiar. Do not choose an organization that has already done a direct mail campaign.
Your group’s product, service or organization idea must be turned in and approved by me. The outside “envelope” can be a box or an envelope. It must fit into a mailbox, and should be able to go through the mail (no loose ribbons, etc.)
Note: As you write the letter, try using the PAPA formula. The letters stand for:
P: Promise—describe the important benefits that your product offers.
A: Amplification—how are the benefits provided? What attributes does the product or organization have that contribute to its benefits?
P: Proof—Testimonials available? Money back guarantees? documented results?
A: Action: Ask them to fill out an order form or a membership application card. Tell them costs, method of payment, etc.
STEP 4: Present your direct mail piece to the class on the assigned day (all members should take part). Present the piece as though you work for an agency that was hired to create it. You are selling the piece to the company that will ultimately market the product/service. Tell us why it will work. Why should the company use this piece and not one that someone else could design? Be enthusiastic! Be prepared with visual aids. Consider your appearance and dress. Consider your audience…i.e. do not be offensive.
STEP 5: Turn in direct mail piece to me. In addition, turn in a 1-2 page summary explaining: the target market for your product, service, etc., and the reasoning behind all the elements of the piece. (e.g. why the envelope will be opened, why the letter will be read, how possible objections were addressed., why brochure design will work, etc.).
STEP 6: Submit group member contribution percent. Turn in one piece of paper with a consensus of each person’s contribution to the project. Each member must sign the paper. Ideally, each member of a 4-person group should contribute 25%. Your points for the project will increase or decrease from the overall grade as your contribution is more or less than the 25%.
Please note that failure to work in a group or failure to complete any part of this project will affect your grade. Acceptance and grading of such a project will be at my discretion
