Assignment Two: Direct Mailers

I truly can’t believe how fast this semester is flying by. My second project for PR Pubs is now complete! For this assignment, we had to create two direct mailers for specific stakeholders going to OU. I chose to make one for incoming high school juniors and the other for students to learn about OU’s academics, so I specifically targeted National Merit Scholars.

When deciding what to do for both of these mailers, I sketched an outline of what I thought would look best and what I envisioned for these postcards. I first created the incoming high school junior direct mailer. On the front of the postcard, I used a picture of current OU students on campus to show the atmosphere of OU to the stakeholder. After looking through the prospective student pages on OU’s website, I found a sentence that said “The Only Thing Missing is You.” I really liked this, and decided to use it as my slogan. I used a Rockwell Bold Font to create an appealing, forward appearance and added the OU logo to the word “YOU.”
I made sure to put this in the upper left corner because it would blend and align with the rest of the picture and not block anything in the photo. I also kept the traditional OU crimson as the color of the font.

On the back of the postcard, I kept the right side of the card very simple by providing a spot for the postage, the address, and the return address. I aligned the postage and return address to be directly across from one another and positioned the address of the student in the middle of the card. I outlined these in a crimson red box to show they were divided and to keep it organized. On the left side of the postcard, I first created a crimson background to give contrast to the right side, which I left white. Then, I used a textured background to overlap the crimson and create a nostalgic feeling. I provided information about the upcoming OU Junior Day and personalized it to the student by saying “we want YOU and your family to visit us.” I explained what Junior Day was, and provided the link for students to go register online. All of the font on this side is in Arial regular because it looks like the official font of OU and is not as loud as Rockwell. I also made it black to offset the crimson background. Lastly, in the bottom left corner, I added a photo of a student who currently attends OU. I turned her towards the inside of the card to encompass her into the full picture, and added an informational box about her to show who she is. Below is this direct mailer:

Screen Shot 2014-03-11 at 1.52.30 PM

Screen Shot 2014-03-11 at 1.52.49 PM

For the second direct mailer, I focused on telling the National Merit Scholars about the OU program. On the front of the postcard, I used a picture of the beautiful Bizzell library. When I was a prospective student, I could not get over how gorgeous the library was, and loved to take pictures of it. It’s definitely one of my favorite buildings on campus, so I wanted to share it with these stakeholders. On the top of the photo, I changed the opacity to make it look a little faded and white so I could add the slogan and create contrast on the photo. I used the same slogan of “The Only Thing Missing is YOU” to create repetition between the two postcards. On the back of the postcard, I added information about the National Merit Scholar program here at OU. I kept the repetition of using the same design and style of the other postcard to show that the two direct mailers are related to each other. I think it’s important for them to look similar to each other so stakeholders know that they are coming from the same university. I changed the photo of the student to show variety at the college and how he is a National Merit Scholar. Additionally, I used another call to action of always providing the website and getting students to apply to our program. Below is the second direct mailer:

Screen Shot 2014-03-11 at 1.53.18 PM

 

Screen Shot 2014-03-11 at 1.53.39 PM

Overall, I really enjoyed this assignment because I liked creating something that relates to OU and making a direct mailer that would have been appealing to me, since I was a prospective student once upon a time. I think I improved on my use of space and making sure that the space is utilized for something important. Additionally, I think I have improved on my skills of using InDesign, which has definitely helped me. I know I still have more to learn, but I feel more confident in using it now. This assignment was different from the first assignment because we were focusing on different things. The letterhead and business card in assignment one would be utilized all the time for our personal use. Also, these documents would help stimulate recognition of our career and our organization. However, the direct mailer is being aimed at a specific group of people, and will help them learn more about OU. In both situations, the organization benefits from these documents, but they help the group in different ways. I thought the segmentation matrix was also a little difficult to understand, but it helped a little in learning which groups I should and should not target. In conclusion, this assignment was interesting to me, and I look forward to what we create next.

Originally posted at Megan Young - Gaylord Student