Franklin Covey: “I Am a Planner”
Franklin Covey’s Fall 2009 catalog incorporates the company’s new promotion slogan, “I am a planner” with a profile of a man who lists personal attributes like “I am a volunteer cycling coach” and “I am a recovering ice-cream addict,” culminating with “I am a planner.” Both a traditionally-sized 68-page catalog and smaller 6¾” x 5” 12-page selfmailer were tracked with the same cover. The larger catalog includes several other such profiles, and on its website, Franklin Covey solicits stories from customers, encouraging “real people” to share their “real-life plans” by creating an “I am a planner” profile. Contributors who Franklin Covey selects for its campaign receive a $100 gift card. Franklin Covey’s products are divided into four categories to cater to different breeds of organizers: “MasterPlan” (goal-focused life management), “EasyPlan“ (streamlined organizing), “DateManager” (event and appointment management), and “Noteworthy” (thoughts and highlights). Some featured products include a Ring-Bound Monticello Planner Refill ($26.95 - $39.95), a Swing Pad ($8.95 - $11.95), a Suprimo Binder ($119), and a Her Point of View Binder ($69.95 - $89.95). Other items include a Natasha Rolling Laptop Case ($169), a Retro Messenger Bag ($59.95), Franklin Covey’s iPhone App, FranklinCovey MobileLife Tasks ($5.99 from the Apple App Store) and its PlanPlus Online subscription offer, allowing for server-based calendar management (free 30-day trial, $14.95/$99.95 monthly/annual subscription). Orders can be made by phone or online.
The Glaucoma Foundation Updates Promotion
The Glaucoma Foundation recently mailed a package featuring an updated logo design. The package’s cover features the new orange and gray logo in the address panel which more prominently features the organization’s title. Founded in 1984, The Glaucoma Foundation specializes in glaucoma research and disease education. In 1994, it created the interdisciplinary Annual International Scientific Think Tank, which brings together some of the world’s top scientists and clinicians to pursue and share new treatments and cures for glaucoma. The enclosed letter is more concise than prior letters, and begins with “Dear Friend, Most people think you have to be old to get glaucoma.“ The letter goes on to cite the estimate that 2.5 million Americans of all ages have glaucoma, and also features stories about patients who were diagnosed with glaucoma at a young age. One such example is Nikki D., now 10 years old, who was only 7-months-old when she was diagnosed. The back of the letter includes information on the online support groups offered, the online newsletter Eye to Eye, and various glaucoma facts “you should know,” such as “9 out of 10 cases of blindness from glaucoma could have been prevented through early diagnosis and treatment,” and “A complete professional eye exam is the best way to detect glaucoma.” The ask ladder remains at $25/$35/$50/$100/$250/$500/other.
Science News Mails Promotes Soft Offer in Selfmailer
Departing from a previous package format, biweekly science title Science News recently mailed a selfmailer that promotes a lower price and soft offer. The 5½” x 9½” promotion features red text that reads “2 Free Issues for You!” along with a corresponding “2 Free Issues” involvement sticker. The outside of the promotion also highlights the premium on payment benefit of unlimited website access—“updated every day”—as well as an email headline service that allows for customized functionality, that informs subscribers on their specific areas of interest. Unfolded, the selfmailer reiterates subscriber benefits and also provides additional background on the publication itself, claiming that “no magazine, scientific or otherwise, has more loyal subscribers…and we work hard to deserve that loyalty.” The soft offer subscription price is $26 for 26 issues (2 free). Earlier this year, the title was tracked with a hard offer of $29.95 for 26 issues.
The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: <a href="http://www.paradyszmatera.com/direct.cfm"> ParadyszMatera.com.
