Deepening the Experience
The goal of every direct mail piece is to get the recipient engaged with said piece, but that's easier said than done—with everyone strapped for time and inundated with myriad marketing messages.
It surely doesn't hurt to have your direct mail piece embody your company's unique selling proposition (USP). That's something Boston-based educational tour provider Explorica took to heart in its latest prospecting mailer. Using a 5-1/2" x 8" self-mailer, Explorica slaps its newly launched USP—"The experience is everything"—directly on the outer, along with a beautifully shot photograph of a student looking out at the French scenery, which includes the Eiffel Tower (Archive code #501-717811-0908).
The piece then plays off that "experience is everything" mantra, making the experience with the mailer a rich and deep process. The mailer unfolds with another eye-catching photograph along with descriptive copy to the right that begins, "At explorica, we know that educational travel is a vital part of a complete education ..." and ends with, "Because at explorica, the experience is everything." The mailer then unfolds upward, with more images of students immersed in their educational travel experiences, and there is yet another unique fold at the bottom with the business reply card. "We used a compelling cover shot to reinforce our tagline of ‘the experience is everything,'" explains Alexa Poulin, Explorica's director of marketing. "Having the piece uniquely unfold allowed us to unveil the details and deeper experiences of traveling with Explorica in a large space. Every layer is drawing you in."
This test was mailed to teacher prospects, segmented in different groups—i.e., Spanish teachers, French teachers, art teachers and a general pool of teachers—with slightly different versions to reflect the appropriate travel experience. Sent in August for the back-to-school season, this self-mailer was part of a newly unveiled integrated campaign to showcase Explorica's new USP. Created in-house, the campaign was launched in concert with Explorica's new website, which is reflected in the mailer with a call to action to visit the website to learn more about its educational travel experiences. "All of our marketing materials that went out for back to school-it was very much an integrated campaign," shares Poulin.