Claire e cunningham portfolio 4 4-11
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Claire E. Cunningham
PORTFOLIO
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Direct Mail
Challenge: Manufacturer was disappointed with performance of mailer
Solution: Revised mailer with fun message and incentive pulled in more inquiries and sales
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Direct Mail
Challenge: Company needed attention-getting way to introduce product
Solution: Three-part mailing program featuring unique illustration style and on-target
messages generated interest
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Direct Mail
Challenge: Marketing agency needed visibility on a small budget
Solution: Postcard mailings generated enough business to more than pay for the program
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Direct Mail
Challenge: Hearing clinic chain needed to keep message fresh in weekly patient acquisition mailings
Solution: Changed mailer designs but retained some elements to build brand recognition
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Direct Mail
Challenge: Hearing clinic chain’s Open House letters were no longer attracting people
Solution: New, invitation-style mailer garnered attention and interest
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Newsletters
Challenge: Distributors didn’t know what to promote because of poor communication
Solution: Newsletter kept distributors in the loop about products and priorities
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Literature
Challenge: Contract manufacturer needed affordable brochure to introduce the company
Solution: Three-panel brochure presented high quality image while keeping costs down by using existing photography
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ResearchChallenge:
Manufacturer wanted
to be sure new brand
ads had right
messages and tone
Solution: Six focus
groups gathered
market input on
messages and ads.
Resulting campaign
and tag line were well-
received