Anatomy of a Control: St. Jude Children's Research Hospital
Basic, straight-forward direct mail maintains the extraordinary legacy of Muzyad Yahkoob.
According to Lori O’Brien, senior director of direct marketing cultivation at St. Jude, personalized stamps with children’s art have been used for the past two years.
As well as its simplicity, this effort is set apart by the use of old-fashioned, borax typefaces. The corner card on the outer envelope looks like something off an old mimeograph machine. Marlo’s letter is in a cruddy Courier font that nobody uses anymore, since the computer displaced the typewriter.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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