H&R Block
H&R Block has mailed a set of timely promotions that tout its best-known service: tax preparation. The colorful 8-1/4" x 6" self-mailers use attention-grabbing copy and eye-popping numbers to play up the many emotions associated with tax-filing like fear, greed and even love. One of H&R Block's efforts cleverly targets newlyweds
with "Filing jointly? Filing separately? For better? For worse?" and ends with the clincher "Did you know: couples who file jointly in the coming years will pay lower taxes?" Other efforts tempt prospects instead with the hope of finding unexpected money: "Somewhere out there is $311,000,000 in overpaid taxes." To lure prospects into their local H&R Block office, the company offers to double check 2000 tax returns -– at no charge –- to seek out missed deductions that may result in an additional refund. Of course, H&R Block is also hoping to take care of the visitor's 2001 tax filing needs at the same time. Some of these recent promotions feature a sweepstakes for The H&R Block Million Dollar Giveaway which can be entered either at a local H&R Block office or online. The promotions also include a toll-free number and a handy tear-off card laser-printed with local office locations so that recipients can easily jot down their tax appointment.
The Word Among Us
A new promotion has been tracked from The Word Among Us, the monthly Catholic devotional publication. The 8-1/4" x 5-1/4" January 2002 freemium issue arrives enclosed within a promotional wrap that details several unusual offer options. The first is a hard
offer of $15.95 for 12 issues with a paid premium incentive of a 2002 Prayer Journal. The second is an extended soft offer option, where respondents can instead choose to receive a second free issue, and then cancel thereafter. The last option is a rarely seen second magazine offer for Together in Christ, a family-oriented version of the original monthly devotional. An equivalent soft offer price of $15.95 for 12 issues (2 free) is used for the additional magazine offer. Web sites for both publications are advertised prominently. The mailing also includes numerous response and payment options, including business reply card, toll-free number, bill-me and credit card.
Schomburg Center for Research in Black Culture
A new promotion has been tracked from the Schomburg Center for Research in Black Culture. The center, located in New York, is the "largest repository of African-American history and culture in the world" and includes books, photographs, films and art works "on
the global black experience." The package lacks the typical eye-catching copy often found with fundraiser efforts; nevertheless, interest will most likely be piqued by the highly recognizable signature of celebrity Bill Cosby, located in place of a return address on the outer envelope. Package components are kept to a minimum, including only a reply form page and a lengthy endorsement letter from Cosby. Contributions are requested in the amounts of $35/$50/$100/$250/$500/$1,000/other. Recipients donating $35 or more receive discounts, a newsletter and a monthly program calendar, with increased benefits at higher contributions. The promotion also offers to send information on upcoming events via e-mail to interested recipients supplying an e-mail address.
The direct mail pieces appearing in Mail Stream are tracked and analyzed by Paradysz Matera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance located at http://www.MarketRelevance.com/newsletter.cfm.
