Mail.

The great thing about Direct mail is measurability.

Hit multiple Bullseyes at once! Direct Mail is one of the most reliable and most efficient methods for reaching out to your target market. In fact, targeting can drive up to 60% of your campaign's success.

Rodl & Partner Law DM campaigns

Rodl & Partners are a law firm in Europe, looking to attract new clients in Eastern Europe doing business in Western Europe. Key to their marketing strategy is a e-newsletter, and to get more people to subscribe they wanted to give a free flash-drive with archived newsletters on them, and entice the recipients of the free gift to go to the website.

I created these three strategies and concept visuals; copy writing and designing the mock ups for presentation by the agency before production began....

The first is "The Red String"

The Red String of Fate is a legend, that when we become involved in a matter with someone, it is the red thread of fate that binds us.

HEADLINE ON COVER: Intelligence is knowing how to make string...

The ball of actual red string on the front ties in a neat bow on a finger on the inside cover.

HEADLINE: "Wisdom is knowing how to make it work for you."

The 3rd panel will have sales copy, along the lines of "The Law has often been compared to a ball of string... if you don't know what you're doing you'll often end up in knots.

We're XXX and we've..." with company differentiation claims.... then:

Fourth panel has either a thumb drive tied, or better, just photo-illustrated with a reward for subscribing....


"Forewarned is Forearmed"

This concept is more tactile, with a red box with a cellophane window and a little plastic hammer connected to the side. It says "Break Glass in Emergency" and inside is the company's business card.

The box has a flap that opens, and inside there is an informative booklet: The Booklet is entitled "To Avoid Emergencies in the First Place, Subscribe to our Free Newsletter"

Inside, in addition to the firm's qualifications, is a message that the firm has the expert qualifications to deal with potential problems the potential clients might encounter, and the newsletter is rich with useful information.

"Knowledge is Power"

This one is A5 in size, but the fold hinges on the top. The cover is like any legal statue book in a law firm, and on the cover in gold emboss is: "Knowledge is Power".

The client opens up the book, they are intrigued by the cover title. They fold open the brochure and find a tall stack of law books headlined with "Power Corrupts" (a play on the famous quotation).

A couple of cases / judgments are called out in magnification, salacious lines from legal proceedings.

The body copy will call attention to potential pitfalls that can occur, losses that can damage the standing of the client's business when they have inadequate legal representation. The solution is the free newsletter with all the latest news and views from the Law Firm.

Hometown Hearing Aids Mailers

Hometown Hearing Aids is an owner operated hearing enhancement specialist in Central California, and they were looking to increase their client base by reaching out to their existing customers for referrels.

To that end, they decided on a two mailing DM campaign, to offer a gift certificate to popular local restaurants as a reward for customer loyalty. The first direct mailer is a pre-emptive thank you card informing them of the company's goal, with a kindly stating with a turn of phrase inviting them to contact the shop, or know that the shop will be contacting them.

For those that do respond with referrals, a gift card would be mailed to them containing the restaurant gift certificate. For this one, I photoshopped in a 3-D image of a music note (which symbolises sound) into a pair of cupped hands, holding it like a precious gift.

The client was very pleased with the results and the quick turnaround.

HSBC Flagship branch opening DM

This is a Direct Mail letter I wrote for the opening of the new HK Flagship branch of HSBC. Below the letter are some interior environmental signage I wrote, designed by Alvin Lim.

J Walter Thompson logo

 

HSBC is always looking at new ways to make your banking experience more pleasurable, and starting with the opening of our new HSBC flagship branch in Mongkok, you can enjoy greater convenience with a banking experience unlike anything you've ever seen before.

Introducing HSBC's new Oscar Class Service, a revolutionary cutting-edge banking arena designed with an array of amenities to make banking a little easier. HSBC knows that our strength comes from operational excellence and understanding your needs, so we've abandoned "banking as usual" to focus obsessively on building a culture that exalts service.

Discover our new banking retail experience
Our 20,000-square-foot branch bristling with 37 service counters includes a concierge-style customer service desk with a large flat-screen television for viewing financial information, bistro-style seating areas and internet banking terminals displaying the bank's products and services on-line. The atmosphere is warm and inviting too, with special energy friendly windows bringing sunlight directly into the banking hall for a more intimate feeling.

Extended Service Hours
In a first of it's kind offering in Hong Kong, HSBC exclusively provides extended hours to serve all your banking needs, seven days a week! Customer care with a personal touch means you can enjoy greater basic services, Premier services, self-service banking and safe deposit box access, like never before.

Cutting-edge Technologies
In order to provide even more exceptional service, HSBC has taken advantage of the latest cutting-edge technologies to streamline and speed-up the banking process, which means less time in the queues and more time spent doing the things you enjoy. Electronic pen-on-screen input pads, convenient mobile PIN-based payment transaction devices and tablet-convertible ultra-mobile PCs all combine to give you easier control of your money.

Professional and friendly staff
But these useful tools are not there to avoid interacting with customers, our specially trained and qualified staff in their smart uniforms are there to provide you with best-in-class service, always striving to help you with your banking needs in every way possible.

New Retail Securities Centre
Weíve always provided an extremely high quality, speedy service to our customers, but the new environment allows us to respond to requests even more quickly. At our new Retail Securities Centre, you can trade stocks online, over the phone or at any of the staffed trading counters.

With multiple channels for Local Securities Trading and a comprehensive range of value-added market information online and from HSBCís dedicated, experienced and professional staff, you can be sure to discover all the possibilities with such unprecedented service!

You're invited!
Come on in and experience for yourself how easily and efficiently you can control your banking, we'll be delighted to show you around our flagship branch! And to celebrate our new opening, during the promotional month of July you can enjoy the following exclusive offers when you visit us in Mongkok.


Decision Ready Solutions Xmas Card

Decision Ready Solutions provides a technology platform that helps organizations manage defaulted loans by addressing regulatory compliance and incorporating company policies & procedures – consistently and accurately.

The technology system automates and streamlines the critical decision points across the default loan process, creating an integrated record and audit trail that makes it easy to demonstrate compliance to regulators, investors, and auditors.

They hired me on a freelance basis to create their annual Christmas card in line with the above proposition. These were my proposals, they couldn't decide, so took them all!

Decision Ready Solutions

Decision Ready Solutions

Decision Ready SolutionsDecision Ready Solutions

Guess Home Collection Retailer Invite

A retailer invite to raise awareness of the Guess Home Collection, I wrote the copy and brought in my hero designer Tyler Blick, who executed my art-nouveau design idea perfectly for the mailer, as well as the packaging labels...

Guess Home Collection Retailer InviteThe flavors of home we forever cradle in our memories derive from pleasures simple as life itself. The sound of rain, gently cascading down fog-laden windows. The way your skin feels against a warm comforter, enveloping you on a lazy morning. A freshly made bed, cool and inviting to the touch. All of which serve to remind us of the comforts of home.

Drape yourself in a plush robe, letting the familiarity caress you. Lay your head on a butter-soft pillowcase and hear the slight crushing of fiber beneath your weight.

Guess Home Collection labelThe GUESS Home Collection is the result of a boyhood friendship between Michael Benasra and the Marciano family; Paul, Maurice and Armand. Over twelve years ago they envisioned a world of grace, beauty and comfort. A philosophy evidenced throughout the entire GUESS line.

From the creator Michel Benasra, the inspiration behind Baby GUESS and GUESS Kids, comes the GUESS Home Collection. An all-natural, pre-washed world of color, texture and style. The GUESS Home Collection comes to you like an old friend; warm and comfortable.

"I am very comfortable moving into this new area of fabric and design, having spent so many years in the European linen market,: Benasra relates, referring to a youth spent in France working in his father's linen store.
"This line is a natural evolution for me and it fits so well with the spirit of GUESS. It's a look of fluid beauty and cherished comfort exuding quality craftsmanship."

Within the hearth lies the spirit of the heart and GUESS Home Collection proves that home is more than a place. It's a feeling.

HSBC - Grand Opening invite letter

J Walter Thompson logo

 

HSBC-RETAIL-Grand Opening invite letter

DM letter sent to potential Premier client's to announce the new opening of their flagship branch, in order to introduce them to the service.

HSBC is always looking at new ways to make your banking experience more pleasurable, and starting with the opening of our new HSBC flagship branch in Mongkok, you can enjoy greater convenience with a banking experience unlike anything you've ever seen before.

Introducing HSBC's new Oscar Class Service, a revolutionary cutting-edge banking arena designed with an array of amenities to make banking a little easier. HSBC knows that our strength comes from operational excellence and understanding your needs, so we've abandoned "banking as usual" to focus obses- sively on building a culture that exalts service.

Discover our new banking retail experience
Our 20,000-square-foot branch bristling with 37 service coun- ters includes a concierge-style customer service desk with a large flat-screen television for viewing financial information, bistro-style seating areas and internet banking terminals dis- playing the bank's products and services on-line. The atmosphere is warm and inviting too, with special energy friendly windows bringing sunlight directly into the banking hall for a more intimate feeling.

Extended Service Hours
In a first of it's kind offering in Hong Kong, HSBC exclusive- ly provides extended hours to serve all your banking needs, seven days a week! Customer care with a personal touch means you can enjoy greater basic services, Premier services, self-ser- vice banking and safe deposit box access, like never before.

Cutting-edge Technologies
In order to provide even more exceptional service, HSBC has taken advantage of the latest cutting-edge technologies to streamline and speed-up the banking process, which means less time in the queues and more time spent doing the things you enjoy. Electronic pen-on-screen input pads, convenient mo- bile PIN-based payment transaction devices and tablet-convertible ultra-mobile PCs all combine to give you eas- ier control of your money.

Professional and friendly staff
But these useful tools are not there to avoid interacting with customers, our specially trained and qualified staff in their smart uniforms are there to provide you with best-in-class serv- ice, always striving to help you with your banking needs in
every way possible.

New Retail Securities Centre
We've always provided an extremely high quality, speedy service to our customers, but the new environment allows us to respond to requests even more quickly. At our new Retail Se- curities Centre, you can trade stocks online, over the phone or at any of the staffed trading counters. With multiple channels for Local Securities Trading and a comprehensive range of value-added market information online and from HSBC's dedi- cated, experienced and professional staff, you can be sure to discover all the possibilities with such unprecedented service!

You're invited!
Come on in and experience for yourself how easily and effi- ciently you can control your banking, we'll be delighted to show you around our flagship branch! And to celebrate our new opening, during the promotional month of July you can enjoy the following exclusive offers when you visit us in Mongkok.

HSBC Insurance Sales Letter

J Walter Thompson logo

 

HSBC-INSURANCE-Sales Letter

DM brochure sent with packet of information to office administrators responsible for employee insurance programmes.

HEADLINE: Freedom from worry is the ultimate freedom.

HSBC Insurance not only covers tangible assets such as property, capital, and production facilities, but something much more important, your 'heart', the way you feel about things that are most important to you. Because of this philosophy, HSBC goes beyond, providing unparalled support in providing you, your possessions and valuable employees a hassle-free living, now and for the future. Knowing that you care enough to provide HSBC Insurance creates a comforting sense of belonging amongst employees, motivating them to perform better, bringing more value to your business performance.

The most trustworthy support; the most reliable choice.

Let peace of mind guide your every step.
HSBC Insurance is the only product on the market that aims to set your mind at ease. The HSBC Group is one of the world's largest banking and financial services organisations. The Group's international network comprises more than 10,000 offices in 83 countries and territories around the world, providing an extensive range of banking and financial products and services, for both personal and corporate customers.

Secured by ample resources and a comprehensive support structure, HSBC Insurance has for the past 30 years provided high quality services to our customers, the natural result of a strong and prudent management developing a business culture that values foresight and creative thinking. Our experienced team of insurance professionals include knowledgeable and qualified underwriters, actuaries, accountants, registered nurses and dedicated customer service staff, a rich breadth of resources which enables us to develop innovative solutions that address our client's specific risk requirements, to best source insurance protection from all insurance markets to provide the peace of mind that customers have come to expect from HSBC.

An employee insurance plan like none other.
As a major provider of liability, life, marine, medical and property insurance, including pension plans, HSBC Insurance is a customer-focused organisation dedicated to providing quality products and services. Our services include comprehensive insurance programmes and tailor-made coverage for both corporate and individual customers. HSBC's "One-Stop" insurance service provides ease of use, making certain that the insurance needs of your employees are met, insuring your emotions as well as your valuables.

Products and services.

Group Life Insurance Plan
Enjoy flexibility when budgeting your human resources with a simple and scalable life insurance product perfect for companies with two to ten employees. Total and permanent disability benefit and five levels of coverage give your staff 24-hour worldwide protection and peace of mind.

Corporate HealthCare
Whether new or established, if you're a small or medium enterprises with two employees or more, you'll need an insurance plan that provides more than just basic hospital coverage. Outpatient care and personal accident protection with a flat premium rate structure that provides value-added services like free dental scaling and polishing services, makes for a healthy, happy and motivated workforce.

Group 100
With this specially designed plan, there's no need to worry, as you can control costs with six levels of coverage to choose from. Created to suit the needs of businesses with five to twenty employees, ease of use and flexibility provides basic hospital coverage while gives you a free choice of doctors and hospitals that you can use 24-hours a day, worldwide.

PortaProtection
Like the name says, this coverage is portable, meaning you're covered even if you switch careers or settle into retirement. Available with a range of flexible options to suit your needs, PortaProtection also covers pre-existing conditions once you've been under coverage with the HSBC group medical scheme for at least a year. Perfect for people who live abroad or frequently travel overseas, it provides you and your dependents flexible medical coverage, no matter where life takes you.

Mandatory Provident Fund
Provides customers with the full range of services required to arrange and maintain a Mandatory Provident Fund scheme comprising administration, custodianship, fund management and trustee services; also offers diversified products to suit the needs of employees, helping to retain valuable employees and increase their sense of belonging and well-being.
HSBC Insurance brings you complete peace of mind by providing comprehensive, quality professional services and products to meet all your insurance needs.

TESTIMONIAL QUOTE:
"I choose HSBC Insurance because it provides hassle-free protection to my employees, which makes them more passionate about the work they do. It really has helped increased our overall business performance!"

HSBC - CEO Global CMB Letter

J Walter Thompson logo

 

HSBC-CMB-Letter From the CEO

Foreword from Sandy Flockheart

"HSBC's CMB division has worked hard to increase its global profile, and build upon past successes to become one of the bank's most significant profit generators. In line with our aim of strengthening our position as the leading financial institution, and to build upon the momentum of increasing awareness and continued expansion in the commercial banking sector, I believe further investment in marketing efforts will lead to our targeted consumer base having an increased awareness of, and preference for, the CMB brand as a vital tool for their financial management needs.

Already, our local expertise and global experience has lead to an expanding international profile, making it more important than ever to consistently deliver a consistently quality and recognizable advertising positioning to build upon this growth. Teamed with a new investment in relevant messaging, CMB and Group Marketing's undertaking of an iconic global advertising campaign will put us in a greater position to achieve our goal of providing solutions that make our clients successful.

Expanding upon previous efforts to showcase CMB's international strengths and our role in enabling our customers to achieve success on their terms, the new body of work, positioned around the concept that success can come from unexpected places and that CMB can help you discover new opportunities will provide a solid foundation for CMB teams in specific markets worldwide to build upon. Clear and instantly recognisable advertising guidelines will enable us to achieve a consistent look and feel for CMB globally, maximising our marketing impact while creating a successful core branding across all group communications."

Sandy Flockheart, CEO Global CMB

Window Box DM Pitch

On a freelance project for Hoffman Lewis in San Francisco, the agency was pitching a window frame manufacturer and wanted me to create a booklet showcasing the principles of the agency and their personalities and backgrounds.

These sheets were made, telling the clients the backstory, but I felt that the presentation materials just didn't go far enough in giving off that woodsy feeling that was needed.

With a father who builds carpentry as a hobby, I knew that more could be done, and this presentation box was commissioned to deliver the agency's introduction and pitch in true style.

It goes without saying, we won the pitch.

Loading...