State Farm - Auto Insurance, Direct Mail

With a rise in competitive auto insurance campaigns, and an unmentioned lizard touting price, price price, State Farm needed to stake a claim in the game.

One of State Farm's biggest points of difference is their agent relationships. State Farm agents work hard for their clients, and they'll always be there for you.

This three-part contact stream touches on the agent difference in different ways, and pokes a little fun at the competition in the process:

Direct Mail - Contact 1

Direct Mail - Contact 2

Postcard - Contact 3

State Farm - Credit Card Insert

When State Farm asked us to create a credit card insert directed at college-age students promoting their renters and auto insurance products, we rose to the challenge with an eye-catching, fun one-off piece that asked the question "Are you an Adultophobe?"

18-21 year olds don't necessarily have auto and renters insurance top-of-mind - nor do they want to. But the fact is, now that they are out on their own, they need these products too. The insert included a self-identifying quiz to diagnose yourself as an Adultophobe, and proposed State Farm as the antidote.

United States Postal Service - B2B, Fulfillment

When the United States Postal Service wanted to promote Direct Mail as a powerful marketing tool for small business owners, we decided what better way to position themselves as the experts than to create a "How To" book.

I took to the streets of Chicago, interviewing small business owners about their marketing needs and whether or not they use, or would consider using, Direct Mail to target their customers. I then wrote the book - an expansive guide entitled "Destination: Door to Door". This book demystifies Direct Mail, explaining what it is, and how to put together an effective campaign. Complete with chapters on identifying your target audience, building mailing lists, designing and writing Direct Mail pieces of your own, and working with the U.S.P.S. to get your mailers out the door. Interspersed throughout each chapter are snapshots of real small business success stories, featuring the businesses I interviewed. It's a lot of information to digest - which is why I also included thought-provoking questions throughout each chapter, and a re-direct to the handy notebook, included in the inside cover, for jotting down thoughts, answers and ideas.

This piece was a huge hit with the business owners featured within its pages, customers who ordered it - and with the U.S.P.S. as well.

Cover

Inside Cover

Chapter 3, spread 1

Chapter 3, spread 2

Chapter 4, spread 6