Creative Close-Up: Eastern State Penitentiary Cooks Up a Creative Mailing
America’s most historic prison, Philadelphia’s Eastern State Penitentiary (ESP), is well-known for the variety of tours it hosts throughout the year. In this particular mail package, ESP highlights a fundraising ask for one of its Hands-On History tours, “Soup Alley.” Accompanying the letter from President and CEO Sara Jane Elk is a brochure, buckslip and contribution envelope.
Elk’s letter draws readers in, asking them what words they think of when thinking of prison food. This acts as an excellent setup for presenting the new “Soup Alley” tour, and the letter closes with a specific donation ask.
The two-sided multi-paneled brochure includes current and historical photos of ESP’s “Soup Alley,” while text describes the dining and kitchen complex’s original construction and use.
ESP also includes a buckslip in this mailing, promoting its matching gifts program. The front of the buckslip (above) uses a combination of relevant imagery and text to get the point across and prompt readers to flip the piece over to read on.
The back of the buckslip provides all the important information about the matching gifts program, along with a call to action.