Hospital Mails an Attractive Promotional Item to Build Brand
When you market to new movers, you can mail them all kinds of things to keep your company at top-of-mind as they adjust to their new surroundings. But you can really stand out by mailing a premium that’s literally meant to stick around.
Mailer Name: Thomas Jefferson University Hospitals
Date Mailed: April 2015
A 5”x7” self-mailer that looks like a brown paper parcel tied with string is bound to get attention in the mailbox of a new resident. Mailed by a Philadelphia-based hospital, it opens to reveal a photo of smiling children, and a greeting over a pocketed panel.
Inside the sleeve, a three-panel brochure slides out. “Our primary care is you”, it announces. Over several panels, it details how its facilities in the region provide both general care and special services for children and women, as well as integrative medical programs.
The top two-thirds of the magnet pieces are words that are callbacks to the promo copy, like “Family,” “Free Screenings”, “information,” and “Healthy.” The rest of the magnet is a single piece when detached, again welcoming the new mover and providing both a toll-free phone number and the hospital’s website.
To download a free PDF of the entire direct mail package, please click here.
Word magnets can be a fine example of physical marketing. But they work best when they are designed to achieve a goal: to create awareness and enhance a customer’s perception of a brand.