This project was all about finding the right resources for the job in unusual places. The college market is notoriously fickle and difficult to market to using traditional means. I wrote up a creative strategy outlining the program's goals and objectives along with product facts. Then I lined up an unlikely creator ... a design savvy terrain park ranger/snowboarder who had experience using programs like Illustrator and Photoshop.

Strategically, we decided on a postcard format with an online purchase call to action. Historically, I don't recommend postcard formats or an online purchase option only, but given this audience's short attention span and comfort with the internet, we're giving it a shot. A side bonus of working with this design resource is that he saved the client hundreds of dollars over more traditional direct mail designers. His design solution was also highly creative.

Result: This was mailed on April 8, 2005, and it beat the control for the list segments in which it was tested and is now being rolled out.