How to market the intangible

Posted by on Apr 16, 2010 in Design Resources, Featured Projects

The Nottingham direct mail series: When your ‘product’ is an experience, why not let those who live it firsthand tell your story?

Airport display

The campaign also included Duratrans displays at the Syracuse Hancock International Airport.

That’s exactly the concept GiansantiDesign used for a recent series of direct mail pieces for The Nottingham, a senior retirement community in Jamesville, N.Y. “Joanna took the time to learn about our business and designed mailing pieces that highlight our unique services beautifully,” said Kathleen Hughes, The Nottingham’s director of sales and marketing.

“The direct mailing pieces were done so our reader not only learned about our features and services but also felt the true human emotion of our business,” she adds. The large portraits of and quotes from actual residents convey the human aspect of life in the community and resulted in pieces that have been highly effective for The Nottingham.

Another direct mailer for The Nottingham

Collateral pieces combined original and stock photography to ensure freshness and contain costs. Above, one of several direct mailers in the campaign.