The Institute seeks a new design for a direct marketing envelope containing a letter advertising summer reading skills programs. The envelope and enclosed letter are sent directly to homes of families with children, promote reading classes for all age groups, and are opened and read by parents. The current envelope used and its enclosed letter have been uploaded for your reference.
The aim of the new design is to encourage more parents to open the envelope and read the letter inside, resulting in more inquiries and students than our current envelope.
The winning design will evoke summer, and will have a warm, imaginative, school-is-out feel. We want the imagery to embody the possibility, freedom, adventure, and meaning that is found in summer, and also in reading good books.
IMPORTANT: we want to avoid informing the recipient that the enclosed letter advertises reading classes or other academic type programs. For this reason, any images of books or people reading books that you choose to include in your design must not dominate the design, but be only one element among several.
Inquiries from the current direct mail envelope and letter break out in the following proportions by grade level:
Program for 4-year-olds and Kindergartners: 17%
st grade program (6-year-olds): 9%
2nd grade program (7-year-olds): 8%
3rd grade program (8-year-olds): 7%
4th & 5th grade program (9 to 11-year-olds): 13%
6th-8th grade program (11 to 14-year-olds): 22%
9th-11th grade program (14 to 17-year-olds): 16%
12th graders, college students and adults (18 and up): 8%
Since the proportion of buyers from this direct mail envelope and letter is spread throughout the above age groups, the winning design will appeal to parents of children of all ages.