Jessica Harrington

When direct mailers discuss the youth market, often it's with a hint or more of frustration and confusion. Will teenagers and college students respond to direct mail? Do they only care about the electronic way of marketing?

By Abny Santicola In fall 2002 the Greater Los Angeles Zoo Association, which each year sees 1.4 million visitors pass through its gates and mails close to a million direct mail appeals, felt the need for a direct mail facelift. The membership appeal the zoo had been mailing was a two-color effort with a photo on the carrier of a little girl giggling at a chimpanzee looking at her through a window. According to Jessica Harrington, vice president of direct response at Schultz & Williams Inc., the creative services firm the zoo hired that fall to orchestrate its direct mail surgery,

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