When our long time client Crescent Resources needed an effective direct mail piece recently to communicate new real estate opportunities in Old Wildlife Club, one of its Lake James communities, we swiftly developed a comprehensive plan on an aggressive timeline.The objectives were straightforward. The direct mailer had to distinguish itself visually, especially considering the piles of direct mail clutter found in mailboxes. It had to engage the recipient. It had to present reams of information simply and effectively. It had to be sturdy enough to withstand the rigors of postal system handling. It had to be easy to operate. And, of course, it had to project the brand.The resulting piece was loaded with customized artwork (maps, illustrations, photographs) that was consistent with the style and character used in marketing collateral we have created over the years for Crescent’s other Lake James communities. It featured a large, colorful, easy-to-read detailed map with specific Old Wildlife Club information creatively conveyed below. It all folded down nicely to a horizontal mailer that sailed unfettered through the postal network.Deployed in mid October, it was a successful turn-key project for Crescent: We created the art, designed the mailer, managed the printing and supervised the mailing. And like all of our work with Crescent, it was very much a collaborative process with sustained communication and progress and creative reviews throughout.
