Alaska Raptor Center
A new promotion has been tracked for Alaska Raptor Center, a rehabilitation center for birds of prey. The 16-page 2001-2002 Gift Catalog offers a variety of merchandise ranging in price from $1.95
to $225 which includes chocolate bars, framed prints and apparel. Many of the items feature the bald eagle, although other "wild patients" like falcons, hawks and owls are also used. Among the ways recipients can make charitable contributions are through merchandise purchases, membership ($25/$40 for individual/family), or by donating money to be used towards the building of the Alaska Raptor Center's bald eagle flight-training center. An alternative method of supporting the center is through its Adopt-A-Raptor program in which individuals may sponsor one of its resident birds for $75, or classrooms for $95. The book introduces seven of the center's resident birds and offers small bios on each. All donation options are included on the order form.
National Rifle Association
In its most recent mailing, the perpetually active National Rifle Association employs a new format to deliver a new freemium. The political organization's "United We Stand" lapel pin is included in a
4 1/2" x 9" cardboard box package adorned with an American Flag background graphic. A new sales letter also represents a departure from past NRA efforts. Where typically liberal policymakers such as Hillary Rodham Clinton and Ted Kennedy are individually targeted as foes to the organization, the new creative copy hints at NRA concerns over Republican policy, specifically regarding security measures being pushed forward in the wake of Sept. 11. In terms of offer, this new effort incorporates expanded membership options, offering the standard rates of $25, $50 and $75 for one-, two- and 3-year memberships, plus a five-year option set at $125 and a $750 lifetime membership (payable in 30 installments of $25). In addition to the lapel pin freemium, NRA's customary premiums are offered with any membership: the NRA shooter's cap and a choice of three magazines. With a lifetime membership, a jacket is given. It's worth noting that the overall construction of the new NRA effort is very similar to one used successfully in the past by Covenant House which included a Guardian Angel pin freemium.
Flora and Henri
Proving that a stylish presentation and aggressive marketing are not mutually exclusive, the latest self-mailer from upscale
children's clothier Flora and Henri presents a surprising amount of merchandise in a small package. In total, Flora and Henri's Spring/Summer 2002 promotion consists of only five, 7 1/2" x 10" fold-out panels. The elegant piece is printed on a heavy cardstock and the photographs – consisting of both black and white and color images – are strikingly artistic. Children are pictured enjoying a variety of summertime activities, including swimming and playing dress-up with masks and pirate gear. Although seemingly thin, the Flora and Henri self-mailer manages to display 58 items without coming across as cluttered. The pricey merchandise ranges from $36 bloomers to a silk gingham dress for $225. Orders can be placed via a toll-free number or on Flora & Henri's Web site.
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.
