T. Rowe Price Busts Money Fears With Mail
Money worries are never far from the minds of most people, as this mail piece initially stresses.
Mailer Name: T. Rowe Price
Date Mailed: December 2014
The front panel of this folded self-mailer shows a person tearing his hair out. “Does saving for college STRESS you out?” it asks. For most parents with school-age children, the answer is likely to be “yes.” Because of that, it gives the company an opening. It helpfully adds: “Don’t worry, we’ve got a ‘Gold’ rated 529 plan that can help. A web address allows a customer to "chill out" and discover more instantly.
The first inside panel, though, also recognizes that customers have concerns about money for college. “Don’t feel bad,” it reassures. “[T]ake a deep breath and let T. Rowe Price – and a 529 plan – help.”
In addition, it lays out four key facts about 529 plans that are provider-neutral. For example, “savings can be used at nearly any college in the country.” With this background in mind, a consumer can go to other institutions offering these plans.
Another panel makes a strong case for saving money in the long run through a 529. Finally, the last panel makes a brief pitch for the company’s plan. It mentions a special rating and a limited-time incentive to sway prospects.
You can get a complete and detailed look at how T. Rowe Price generates interest for its 529 plan with this mailer. To download a free PDF of the entire direct mail package, courtesy of Who’s Mailing What!, please click here.
Acknowledge people’s fears first, then, provide answers that calm them down and get them focused.