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 primary focus of the reading skills programs is to inspire a lifelong love of books and reading. The successful design will have a warm, imaginative feel and will embody the fun and excitement young children feel about learning to read as well as embody the older child’s (and even adult’s) enthusiasm about the worlds of meaning and adventure found through reading.
The winning design will evoke summer, and will have a warm, imaginative, school-is-out feel. We want the imagery to embody the sense possibility, freedom, adventure, and meaning that is found in summer, and also in reading good books. We have uploaded several design images to serve as ideas for design concepts.
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%
1st grade program (6-year-olds): 9%
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 4 years old through 18 years old, who are seeking reading programs for their children and/or themselves.