Fresh Home Magazine
Overview
Supported the national launch of Fresh Home magazine through coordinated direct mail and digital acquisition campaigns.
Objective
Exceed subscriber acquisition targets and establish strong brand positioning within a competitive lifestyle category.
Strategy
Collaborated with senior creatives and marketing leadership to develop performance-oriented messaging rooted in audience insight. Contributed to structured testing initiatives designed to maximize response rates and conversion.
Results
Contributed to acquisition of 600,000+ subscriptions
Surpassed initial subscription goals
Strengthened brand positioning at launch
Direct Mail Launch ▸
The marketing launch for Fresh Home was a dry test until we were able to gauge response for this type of content amongst our existing customers.
This is the direct response package I brainstormed and wrote for the launch of the magazine. The package included a 2-sided letter from the editor and a 3-panel brochure that unfolded into an 11x17 brochure.
This launch package brought in over 600,000 charter subscriptions.
Brochure
Letter
Order Card
▾ Slim Jim ▾
We decided to cross-promote a slim jim catalog to our other magazine audiences, since this was a successful format for our books.
This package had a 86% response, but high production costs kept us from rolling out with the format.
Inside Spreads ▾
Bind-ins & Blow-ins ▸
▾ Print Ad Series ▾
This is an ad series I concepted and wrote. The idea was to show attainable design styles using stock photography.
The girl with the “thought bubbles” was a concept we carried through on multiple formats.
Digital Pages ▸
▸ For launch, we created a splash page that customers could visit from the URLs on our direct response materials. We tried to keep the benefits general since the whole magazine launch was a dry test to gauge response.
▾ Below are emails I wrote that were mailed once we moved forward with the magazine.
