Creative Close-Up: MOJO Ad Promotes Its ‘YAYA’ Research
MOJO Ad is a professional, student-staffed agency within the University of Missouri School of Journalism, and to promote some of its latest research, it sent out a YAYA Utopia package. The direct mail package contained several components, ranging from a variety of inserts to a booklet, all sharing information about YAYA: the Youth and Young Adult Market.
Let Me Introduce Myself
In an insert roughly sized 4”x6”, MOJO Ad introduces itself and the “State of the YAYA” report. Within the text, the website and email address are buried. It would have been better to make these calls to action for more info stronger callouts to help the recipient spot them more quickly.
The direct mail package, which was shipped in a 9.5”x7.5”x1.25” box, contained three different inserts, as well as this 62-page, full-color booklet containing the “State of the Yaya” report. The choice of shipping in a box makes this piece distinct in a recipient’s mailbox.
The perfect bound report is text light, using stats and visuals to tell most of the story of the youth and young adult market. Throughout the report is the character of the “Shadow Bot” that guides readers, offering additional commentary.
MOJO Ad includes a second insert, which explains what the agency is, how it operates and who some of its past clients have been.
The third and final insert in this direct mail package is a map of YAYA Utopia.