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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 Program
(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
Collateral
Direct Mail
Institutional 
Online

  © 2019 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 Program
(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