B2B Direct

Client: Fairchild Publications
Media: Brochure, Letter and Envelope
Objective:
Since Women's Wear Daily is printed on the East Coast, it traditionally arrived at West Coast retailers a day or two after publication. To rectify that situation Fairchild recently opened a West Coast printing facility, guaranteeing same day delivery to its West Coast customers. This package was sent to a select group of retailers convincing them to subscribe to WWD for a full year at a special introductory price.
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B2C Direct

Client: National Education Association
Media: Brochure, Letter and Envelope
Objective:
The National Education Association, through Prudential Insurance, offers a full line of insurance products to its members. This package was developed to let members know that they could purchase AD&D protection for themselves and their families for only $19 a year. Since many teachers travel during the summer, the strategy was to reinforce the fact that this insurance was always hard at work, whether they were at home or far away from home. Universal travel symbols were used as illustrations throughout the brochure to reiterate the "protects you anywhere in the world..." idea.
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B2C Direct

Client: TIME Magazine
Media: Subscription Post Card
Objective:
The "professional subscriber" is very important to TIME. This upscale audience meets both the economic and demographic parameters of the magazine's advertisers. And this two-panel postcard, playing off the economic uncertainties of the time, spoke simply and directly to this audience. With nothing to do but check a box and return the postage paid order card, it made the subscription process a simple one for the busy professional.
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