Direct Response
 
Harcourt Brace Jovanovich
Collector Edition Book Brochure
Challenge
Sell the then most expensive ($5,500) book published, a fine facsimile of Leonardo’s scientific and technical drawings.
Solution
Create a direct response brochure that represented the quality, authenticity and rarity of the product visually and verbally.
Result
Sold past breakeven in pre-publication.
Art Direction
Fred Weiss (while I was on staff at HBJ)
Other
Print advertising.
 
Juvenile Diabetes Foundation
Fundraising Direct Response
Challenge
Launch fundraising event to preschool and daycare administrators; extend messages to teachers, parents and preschoolers.
Solution
Create a direct response package incorporating the offer, celebrity endorsements, straightforward program description and playful promotional copy.
Result
Program successfully launched; fundraising results confidential.
Art Direction
Through client’s printer.
Other
None.
 
Ricoh Camera
Incentive Travel Promotion
Challenge
Stimulate product purchasing by Ricoh camera retailers with an offer of a free vacation to Italy in exchange for a qualifying level of orders.
Solution
Sell the program by selling Italy. Copy appeals to retailers’ favorite travel activities: photography, shopping and eating. Present the itinerary in simple Italian to convey the mood.
Result
First mailing drew more responses than places; client scrapped repeat mailing and opened a waitlist.
Art Direction
Charlie Cutler
Other
Reinforcement post card to responders.