Archive Observations: Colleges, Pharmacies & Our Grand Control Update
Nearly every month, the Archive receives mailings from colleges and universities, promoting degree programs (Bachelor's to Doctorate) in various fields. Usually, like in May, the approach to professionals seeking a degree tends to be unemotional and heavily benefits-driven.
The teaser on the #10 outer envelope by Walden University (Archive code #596-172700-0905) asks, "What could you learn from a national network of psychology professionals?" The letter lists specific benefits, each bullet-pointed (e.g., "Gain deep industry insights from diverse points of view"), and includes a reply form for an information packet. Kaplan University (Archive code #596-691568-0905), mailing in a teaser-free #10 outer, promises an IT professional "the flexibility to study on your own schedule," and directs the prospect to a PURL for further information.
DeVry University (Archive code #596-174567-0905), in a mailing for an undergraduate degree program, distinguishes itself because of its teaser on the #10 OE: "A blizzard, a holiday visitor ... and a big money career." "The woman who went the extra mile for John Healey — the true story inside". The letter tells a big story, of an unhappy "big state" university student (i.e., John Healey) who meets a Devry representative in a trip to his jobsite in the middle of a blizzard. Because she lays out the differences between the impersonal big school and the "life-size" DeVry, he transfers and gets a new job before he even graduates. The letter then goes on to talk about a few of DeVry's benefits (nearby locations, flexibility), and offers a "Guide for 49 Hot Careers" to the potential student.
Switch & Save!
In May, the Archive received 2 efforts from pharmacy retailers targeting consumers who have prescriptions. Walgreens (Archive code #910-173479-0905) mailed a splashy two-panel 6" x 9-1/2" self-mailer whose teaser boasts "Our #1 priority is helping you feel your best ... and $25 IN SAVINGS couldn't hurt!" Inside, below photos of smiling people, sales copy includes bullet-pointed benefits of switching one's prescription to the retail chain. On a pocket, the prospect is advised to bring his or her prescription bottles to a local store. An incentive, a $25 check good towards any non-pharmacy purchase, is tucked into the pocket. This is not a new premium for Walgreens, but for years it's been always been mailed in a #10 envelope with a letter noting the company's longevity, as well as the nearest store location and hours.