Care N' Care Annual Enrollment Period Direct Mail (Touches 1 & 2)
Copywriting & Creative Direction: Rachel Stevens; Design: Fallon McBride; Production: Julie Davidson
When Care N’ Care wanted to try something new with the Annual Enrollment Period (AEP)—they didn’t just change one thing. This Ft. Worth-based insurance company had aggressive goals—and they were willing to make (radical) changes to meet them.
They partnered with HackerAgency to develop and launch a multi-touch integrated campaign leveraging search, direct response television, direct mail, and inserts.
The result? From our Spanish bilingual targeting and creative to our freestanding inserts that drove to sales seminars, our goal was steadfast—every communication was purposeful toward meeting our sales and conversion goals—3,200+ enrollments.
(Key features: Common variable data, targeted variable data utilizing tables for alternate content, and content localization.)
English version shown in photo below.
The mechanicals below shows how variable data and target-specific variable data are handled. The magenta text is data that will be common to all audiences, with the exception of the text offset by "<carets>," while the lighter purple text (with table flags) will be target-specific. Both will be laser printed black while the remainder prints via litho or digital—depending on quantities.
This example only has the J-box being tabled, but sometimes a letter may have ten or more bits of copy that need to be tabled. The important piece with tabling is to remember that the table content *must* match the exact width, point size, leading, etc. of the current letter content to ensure that it will print correctly and not adversely affect the layout by taking up additional space. The trick is that you must test all versions of the tabled content to make the space fit the longest content.
