Direct Mail Piece Assignment #2:

This project turned out to be more challenging than the previous projects but turned out to be really helpful for file building with a variable database. The first step was to decide on a product that would appeal to TWO target markets. I decided to pitch towards young singles and older married couples a resort build to entertain both audiences (more information provided on my previous post). Restrictions for this project: had to be a 5” x 7” card with a .125” bleed and a .25” margin. The most difficult part of the project was that I had to create ONE template for TWO different designs. Therefore, the only variables to my project were content and images, but the layout of both cards HAD to stay the same.

I decided to go out on a limb and use a double pun with the toast images, It was a far reach but I figured that most successful marketing ideas are usually huge and either sink or swim. Another risk I took was deciding the color. I wanted contrast and something to draw to BOTH markets’ eyes so I decided to use a bright yellow (Pantone 108) and black with an accent of white. Another way I attempted to pull in my target audience by using a personal call-out by using a database that would plug in their first name on the front of the card to personalize that piece of mail to the receiver.  I used a variety of images, 3 eps files and 2 ai files. The toast images came from istockphoto.com and the palm tree images were taken from wegraphics.net (click on web site name for copyright information).

Since I used a database for the first name on the front of the card, I could not just take this project to Print Services as a pdf and expect each card to come out personalized and correct. Instead I would have to create the database of first and last name, their address, and what demographic (single or married) they fall into an excel table and specific instructions in a word document.

These files, a pdf of what all pages are suppose to look like, a packaged Indesign file of just one front and back (with added links from the other file), and an idml file would be sent to Pittcraft to analze and print each card according to the information sent to them.

The project overall was stressful, but I think worth it in the end. They looked really good on the printed proofs (Printing Services) and I’m looking forward to seeing how they turn out in the final product.

Target: Young Singles

FRONT:

BACK:

Target: Married Couples

FRONT:

BACK: