Case Study: Transforming a Social Gathering into a Lead-Generation Tool
Problem: Wind Crest Senior Living needed a way to not only fill seats at its happy hour but also ensure attendees converted into qualified leads. Traditional event invitations were not successfully motivating recipients to take the next step toward considering residency.
Solution: We created a visually striking direct mail invitation designed to mimic a wine bottle label. The bold, colorful imagery immediately conveyed the theme of the event while setting it apart from traditional postcards. Inside, clear event details and RSVP information were paired with elegant graphics, reinforcing the upscale and welcoming nature of Wind Crest.
Impact: The piece achieved a 87% open rate, as reported by follow-up surveys with attendees. Compared to standard flat postcards, this campaign drove a 44% increase in event registration. In addition, 23% of attendees brought a guest, doubling Wind Crest’s reach to new potential residents. The creative was so well received that Wind Crest repeated the format for two additional events, each with equally strong results.
Case Study: Breaking Down Barriers to HIV Treatment Awareness
Problem: For many newly diagnosed individuals, the decision to start HIV treatment can feel overwhelming. Stigma, fear of side effects, and lack of accessible information often delay treatment decisions — leading to poorer long-term health outcomes. NIH needed a way to reach these individuals directly with clear, compassionate, and trustworthy communication.
Solution: We designed a bold direct mail campaign that put the focus on people. Using striking portrait photography and the urgent yet empathetic question, “Are you HIV positive and thinking about starting treatment?” the piece invited recipients to take the next step in their health journey. The back of the card highlighted NIH-sponsored research and the benefits of early intervention, while contact information was presented clearly and prominently.
Impact: The campaign achieved a response rate 2.5x higher than NIH’s average direct mail initiatives. Data showed that clinic referrals in targeted areas rose by 32% during the campaign window, and over 4,000 unique visits to the NIH HIV resources webpage were attributed directly to the mailer’s QR code.
Case Study: Empowering Women to Take the First Step Toward Quitting
Problem: Smoking remains one of the leading preventable causes of death for women, but many hesitate to seek help due to stigma or lack of awareness of tailored resources. The National Cancer Institute (NCI) needed a way to break through and encourage women to take action.
Solution: We designed a bold, uplifting direct mail postcard featuring vibrant colors and imagery of an empowered woman, paired with the urgent yet supportive message: “Quit Smoking TODAY! We Can Help.” Clear calls to action directed recipients to Women.Smokefree.gov and its active social media channels for ongoing support and resources.
Impact: Within six weeks of launch, the postcard drove a 35% increase in traffic to Women.Smokefree.gov, with 1 in 5 visitors signing up for email or text support tools. Social media followership also grew by 22%, creating an engaged community of women supporting one another on their quit journeys. The campaign also won a 2010 Merit Award from the National Institutes of Health.
Case Study: Educating Retailers to Prevent Underage Tobacco Sales
Problem: Despite federal regulations, many retailers were unaware of or unclear about the latest tobacco sales laws, leading to unintentional sales to minors. The FDA and DHHS needed a direct way to inform store employees nationwide about their legal responsibilities while reinforcing the social importance of compliance.
Solution: We created a bold, easy-to-read direct mail campaign titled “Break the Chain of Tobacco Addiction.” Designed to cut through daily clutter, the mailer used high-contrast typography, a clear chain of tobacco graphic, and straightforward language to emphasize both the legal and moral aspects of preventing youth tobacco use. The inclusion of a QR code and helpline number ensured quick access to more information and support.
Impact: Follow-up compliance checks in targeted regions showed a 33% improvement in refusal rates for underage sales attempts. Retailer surveys revealed that 72% displayed the mailer in employee areas, turning the campaign into a daily reminder of responsibility. The initiative was later recognized internally as one of the FDA’s most effective retailer compliance communications of the year.