Review

Logo + Tagline

Business card

Defining clear business goals

What should this stuff do for us?

• Encourage customer actions
• Generate new business
• Avoid no-shows
• Build a strong client relationship

How do we increase effectiveness?

• Be sincere
• Be direct
• Be consistent
• Be delightful

Expanding our brand language

Existing language

Breakdown

• Power of 3 (3 lines of text, 3 sections, all vertical)
• Bold use of color (to guide reading experience)
• Friendly, concise, helpful language (like in tagline)

Let's build on that

From our existing foundation

Letterhead

and envelope

Old sample

• Logo and tagline
• Contact info
• Feels 'corporate', 'plain-old'
• Not friendly
• Not personalized from the get-go
• Not delightful to open or read the message
• Feels like another task at the end of my busy day

New version

Front

Back

Details below

See below for a closer, animated walkthrough of the customer's experience

Back side

• First thing customer sees when they open envelope
• Friendly, personalized greeting and notification (feels like a printed email)
• If opened wrong way, a helpful error message appears to correct them
• Before even reading your letter, customer is now in a happy frame of mind

Front side

• Logo appears first as reference of who is speaking
• Text is set large enough for comfortable reading
• Salutation split into 3 sections, with main contact info in logo's 3 colors
• Additional contact information presented but not highlighted

Create an engaging story for the client

• Clear beginning, middle and end
• Written personally for each client
• Feels more like a conversion than a lecture,
  therefore encouraging a response

What you will work from

• Word template for each of you to start from
• Just add client's name in both places
• Compose your message as usual
• All template information is in the header and footer
• Only requires nice paper and a printer that can print double-sided

Oh, here's the envelope

The color bar along the left side will make your letters stand out from others in your clients' mailbox

Greeting cards & postcards

Necessary items

• New tax season announcement
• General note (with envelope)
• Appointment reminder

Keeping things unique

• Use language to surprise and delight customers
• Offer only the most relevant information for each piece
• Let the brand come alive through the experience of reading and looking

Keeping things consistent

• Present related information in similar ways
• Incorporate existing brand elements and colors
• Make each piece feel like equal parts of a cohesive whole

Use helpful & friendly language

...that establishes brand recognition

New season announcement

Several options for front side language

General note card

Several options for front side language

Appointment reminder

Several options for front side language

And on the back?

That's next!

On the flipside

Front and back are equally important

New season postcard

Front (options)

Back

See close-up of map in upcoming slide

General note card

Front (options)

Back

Personalized for Mona

General note card

Front (options)

Back

Personalized for Amy

Reminder postcard

Front (options)

Back

Close-up of the map

• Your location is dead-center
• Marked by the new 'plus' brand mark
• Red dot indicates what side of the street you are on
• Costco logo provides point of reference
• Map aesthetic resembles Google Maps (instantly familiar to clients)

General note envelope

Front

Back

Mission accomplished

• Consistent brand messages and colors
• Helpful, relevant, friendly copy that engages and delights each client
• Each element feels sincere, building client relationships and trust in our brand
• Encourages new clients to pick us, and existing clients to pick us again

Next steps

• Review and provide feedback
• Select most appropriate message(s) (from options shown or make suggestion) for each postcard
• Gather necessary specifications for printing
• Approve and submit orders

That's all!