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Textbook Supplements, 12-page Brochure

(Direct Mail)


Company: Wadsworth Publishing Company
(college textbook publisher)

The Marketing Challenge: To convey to college professors all the features and benefits of a huge supplement package that accompanied an introductory biology book — in 12 pages.

The Solution: I managed every stage of this direct mail project: concept, layout, getting cover mock-ups and sample pages, directing the photo shoot, writing all the copy, and managing the graphic design and print production. 

Click here to view a PDF (12 MB) of excerpts


Consumer Products, 48-page Catalog

(Direct Mail)

Company: SelfCare 
(health, wellness, & beauty products)

The Marketing Challenge: To write copy for products that promote wellness, being careful not 
to market them as cures or medical solutions.

The Solution: I followed the catalog company’s stringent guidelines, writing copy that focused on the elements of the products that were verifiable and/or benefits that could be realized.

Travel Services, 18-page Brochure  

(Direct Mail Brochure)

Company: Stanford Alumni Association Travel/Study Group
(global travel programs for alumni & the public)

The Marketing Challenge: To create a mailing to entice the many alumni who had never taken a Travel/Study trip to seriously consider it.

The Solution: I brainstormed and came up with several clever copy devices to involve the readers and to illustrate the differentiating features of a Travel/Study program, e.g., a fun qualifying quiz.

Click here to view a PDF of excerpts



Series of 3 Postcards

(Direct Mail)

Company: MagnaWare (RezPrise)
(software for human resources departments)

The Marketing Challenge: To get the attention of busy human resources managers with one powerful benefit message about the software.

The Solution: I wrote copy for a series of 3 postcards whose visuals were already in place; determined one compelling message for each postcard that would relate to the image and wrote snappy, benefit copy to support that message.


Catalogs
Direct Mail
Nonprofit
Institutional 
Online

  © 2022 Rose Marie Cleese, San Francisco, California   415-702-9797  /  650-341-2773    RoseMarie@cleesecreative.com 
Travel Services, 20-page Brochure  

(Direct Mail Brochure)

Company: Stanford Alumni Association Travel/Study Group
(global travel programs for alumni & the public)

The Marketing Challenge: To announce the new, hipper programs offered by Travel/Study in a way to attract a younger demographic.

The Solution: The marketing manager came to me with a layout and the opening phrase, "What If. . ." 
I developed the answer and the copy that followed.  The resultant brochure had one of the most positive responses of any marketing piece Travel/Study has ever produced.

Click here to view a PDF of excerpts
5-page Folder with 4-page Insert

(Direct Mail)

Company: Infotel
(customer satisfaction/mystery shopping services)

The Marketing Challenge: The client’s ad agency had failed to deliver satisfactory copy after three drafts and the brochure schedule was being compromised. Infotel needed immediate copy help.

The Solution: I totally rewrote the copy, starting from scratch, then provided behind-the-scenes advice to the client on how to resolve the many design issues besetting the folder and insert.

Click here to view a PDF of excerpts