70
innovative promotions that work
Come View
OBJECTIVE Claudia Goetzelmann, a San Francisco–based photographer, wanted
to create an attention-getting invitation to draw clients, collaborators, and friends
together for a celebration to thank them for their support.
AUDIENCE The invitation was distributed to advertising agencies, design fi rms,
editorial contacts, suppliers, and production crew. Five hundred were produced.
CONCEPT To make the invitation stand out, a bright orange viewfi nder with one
of the photographer’s signature images inside was employed as an add-on. For more
details about where and when the celebration would be held, a matching card was
attached using a gold ball and chain. Vibrant orange crinkle-cut paper helped add a
dynamic and festive component to the overall package. As a follow-up, an email invi-
tation was sent, announcing the launch of the photographer’s new website. The event
was designed to thank existing clients, reconnect with former ones, and ultimately to
make new contacts.
MESSAGE Attend the upcoming celebration.
RESPONSE The invitation worked quite well, drawing about 220 people to the
fun-fi lled event.
Firm Claudia Goetzelmann, photographer
Creative Direction Claudia Goetzelmann
Design/Photography Claudia Goetzelmann
Printing Leewood Press
Manufacturers Radex Inc. (view finder) and local
packaging supplier (box and crinkle-cut paper)
“ I wanted to create an invitation that
would be unique, fun, and memorable.
The combination of the viewfi nder,
card, and packaging makes an atten-
tion-getting piece, carrying both my
style and wit.”
—Claudia Goetzelmann, photographer
fi g.
1.1
The invitational card is
printed in orange, red, and
black, the signature colors
of the Claudia Goetzelmann
brand. White is incorporated
in the color scheme as a
knock-out color.
fi g.
1.2
The orange plastic viewfi nder is
an intriguing add-on, because it
creates curiosity and encour-
ages interaction.
fi g.
1.3
A matching invitational card
is connected to the viewfi nder
using a gold ball and chain.
fi g.
1.4
Inside the mini viewfi nder is one
of the photographer’s signature
images, reinforcing the connec-
tion between the photographer’s
name and her work.
fi g.
1.5
The festive ensemble is sent
in a brown cardboard box
fi lled with bright orange
crinkle-cut paper and sealed
with orange packing tape.
fi g.
1.6
A return address is applied
on the top of the kraft box
using a custom rubber stamp
and black ink.
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r
p
fi g.
2.1
At the event, Goetzelmann’s
work played in the background
on two large screens.
71
Invitations, Announcements, and Cards
Excitement was in the
air with live music, hoop
artists swinging from the
ceiling, and wax lips being
served on trays.
fi g.
3.1
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72
innovative promotions that work
OBJECTIVE Designer Lynn Cyr wanted to create a unique, handmade holiday greet-
ing that would really stand out from the sea of seasonal cards.
AUDIENCE The target audience was both current and prospective clients, mostly
midsize to large businesses and design fi rms. One hundred holiday cards were
produced.
CONCEPT Every holiday season, the design fi rm creates a new and unique card
concept, and this year was no different. After a recent interest in bookmaking, the
designer decided to incorporate a scroll format, using a candy cane as support.
The rest of the concept, from the duplex red-and-white paper to the wishing of
sweet tidings, just fell into place.
MESSAGE Wishing you a sweet holiday season.
RESPONSE The designer has received many fl attering comments on the creativity of
the dimensional card. The project was also recognized in the Graphic Design: USA
In-house Design Annual.
Sweet Tidings
Firm Lynn Cyr Design
Creative Direction/Design Lynn Cyr
Printing Epson C82 inkjet
Bindery Hand-assembled
Manufacturers Pennsylvania Dutch Candies (candy
canes), Arnies, Inc. (red waxed linen string), and
A.C. Moore (white rattail tie)
“ I want my cards to stand out from all
the others clients would receive. They
help people remember me and realize
that my business is still active.”
—Lynn Cyr, Lynn Cyr Design
W
O
w
A
v
C
th
c
M
R
m
fi g.
1.1
The holiday card employs a
custom matte red-and-white
duplex scroll supported by
a 5” (12.5 cm) stick candy
cane.
fi g.
1.2
Four-ply waxed red linen
string is used to attach the
candy to the paper, while a
white rattail ribbon ties the
scroll shut.
fi g.
1.3
The font, Helvetica Neue
Thin Extended, is the font
of choice.
fi g.
1.4
The holiday greeting is delivered to the
target audience in white 9” x 12” (23 x
30.5 cm) padded envelope accented by
a white mailing label with a red border.
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n
Warming a Cold Call
Firm Eureka
Creative Direction Jack Harris
Design Jack Harris
Copywriting Jack Harris
Printing Union Press
Special Techniques Jeremy Harris (assembly)
Manufacturers Ferrara Pan (candy) and Independent
Can Company (tin)
“ Sometimes a humorous approach to
business development can make you
stand out, leading to superior results.”
—Lisa Harris, Eureka
OBJECTIVE Eureka was looking to create a fun and lighthearted promotion that
would serve as a warm introduction, a precursor to a business development cold call.
AUDIENCE The promotion was distributed to more than 300 prospective clients in
various markets.
CONCEPT A cold call is a very direct approach to sales. Eureka wanted to preempt
their strike with a promotional package that preheated the cold call. Red Hots candy,
cleverly changed to Hot Rox, provided a simple but effective solution.
MESSAGE Eureka will give a call soon.
RESPONSE Many prospective clients remembered the witty promotion. Appoint-
ments were landed with about 35 percent of the companies targeted.
fi g.
1.1
Invitations, Announcements, and Cards
fi g.
1.2
fi g.
1.4
fi g.
1.3
The Hot Rox promo-
tion comes in a metal
tin with a custom-
designed label.
To encourage the recipient
to open the package, high
energy display fonts are
employed—Stiltskin Regular,
Blue Moon, and Colossalis, to
be exact.
Inside, a custom die-cut
insert not only highlights
Eureka’s services but also
informs prospects that
they will soon be receiving
a follow-up call.
The playful promotion
was sent in a plain white
corrugated cardboard box
fi lled with eye-catching lime
green shredded paper.
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74
innovative promotions that work
Killer Portfolio
OBJECTIVE Photographer Claudia Goetzelmann wanted to create an intriguing, off-
the-wall promotional piece that would stand out from the typical printed brochure or
mailer to draw prospects to her website.
AUDIENCE The target audience included art buyers, art directors, and photo editors.
Roughly 200 promotional CDs were produced. The QuickTime movie can also be seen
from the photographer’s website, www.claudiagoetzelmann.com/evidence.
CONCEPT A series of hilarious slapstick sudden passings occur immediately after
viewing Goetzelmann’s breathtaking work. The short fl ick closes with the punch line,
“Claudia’s killer portfolio.” The website address follows. A series of outtakes at the
end add further humor to the highly memorable piece. The promotion uses actual
crime scene tape and labels to set the stage.
MESSAGE Visit www.claudiagoetzelmann.com and check out Claudia’s killer portfo-
lio. It will knock you dead!
RESPONSE The response for the promotional endeavor has been outstanding, draw-
ing quite a bit of traffi c to the photographer’s site.
Firm Claudia Goetzelmann, photographer
Creative Direction Claudia Goetzelmann, Ronny Knight,
and Mark Day
Design/Photography Claudia Goetzelmann
Editing Claudia Goetzelmann and Ronny Knight
Music Reid Oda
Printing Epson 2200 (labels)
Special Techniques Video (digital), Final Cut Pro
(editing), QuickTime (movie)
Manufacturers Evident Crime Scene Products
(evidence tape and label) and local art store
(cardboard envelope)
“ The goal was to create a quirky and
funny promotion that would highlight my
creativity and sense of humor. I wanted
to do something completely different
from the usual mailer. I even avoided
showing my work in the piece.”
—Claudia Goetzelmann, photographer
fi g.
1.4
The CD is adorned with a label that is printed in
four-color process in-house on an inkjet printer.
fi g.
1.1
The promotion comes in a clear plastic zipper bag
that is accented with an evidence label.
fi g.
1.2
The promotion is mailed in a 6
1
/4” x 6” (16 x
15.5 cm) white cardboard envelope that is
wrapped with yellow-and-black crime scene tape.
fi g.
1.3
A return address is placed on the back of
the envelope using a custom rubber stamp.
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