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Creative Director

LRC&P, Seattle 2010 - Current

When the client likes two concepts so much that they can’t choose, what do you do? In this case I suggested they test them. A good DR test goes a long way with ROI. As well, we got to print both. Everyone was happy.

PNC Retirement

DM

We needed to get current 55+ customers to start thinking about Insurance needs and contact their branch representative for a sit down.

We presented two concepts and ended up testing both. The booklet self-mailer grabbed the customers initial attention with a die-cut hole cut right through to the bottom page of a booklet self-mailer. Every page had a headline that started with the word “for” intentionally speaking to the customers needs.

Both concepts also had the same covers and inside back cover with a complimentary consultation card tab glued in to help sell the exclusivity and personal service approach of the program.

What differed was the approach to delivering the guts of the information.

• Concept A — “Testimonials” — creatively used testimonials on each consecutive left hand hand page that correlated with the information on the opposing page.

• Concept B — “Misconceptions” — highlighted three common misconceptions about insurance on each left hand page, and below them they were redirected to the truth.

SEATTLE    DETROIT    NEW YORK    TORONTO

ATM

ATM screens are a great way for banks to promote their products.

e Blast

Adding the testimonial creative to the email, was an idea to freshen up the typical emails and improve response.

DM Test

Click on the brochure images here to view the full brochures.

Which one would you think produced a higher response rate?