When I joined the firm in 2014, I inherited marketing goals established in their 2020 Strategic Plan. This direct mail program addresses two of those goals: 1) Establish NAC as experts in educational architecture that supports 21st Century Learning and, 2) Position NAC staff as thought leaders through advanced futurist thinking, research, and evidence-based knowledge.
In addition to conference presentations and published articles, I devised a mixed-media communications strategy consisting of inter-related eblasts, blog posts, and direct mail. We produce one direct mail piece and one eblast and accompanying blog per month, specifically targeted to either K-12 or higher education clients and contacts. Each month they receive a brochure or eblast to keep NAC top of mind. The design of each type of media provides visual variety, but the messaging is integrated.
The NAC POV (Point of View) eblast features our thought leaders addressing topics of interest to our clients. The eblasts are a short teaser with a 'READ MORE'' link to an accompanying blog post on NACLab, which drives traffic to our website. The blog expands on the topic and features exemplar projects from around the world (some are ours), filled with informational and educational content.
The direct mail piece is a high-quality 8x8 square brochure that unfolds to tell the story of a particular project or series of projects around a central theme related to the eblast topic. Direct mail is unique nowadays and ours arrives in a bold yellow envelope and is designed to be a 'keeper.'
NAC Architecture Communications Program
Category
Direct-Mail Campaign > Direct-Mail Campaign-Mixed Media
Description
NAC Architecture
Seattle / Spokane / Los Angeles
www.nacarchitecture.com
http://www.nacarchitecture.com/NACLab/default.aspx
Winner Status
- Merit Award