Taking Control: KCET Staying Top of Mind — and Mail Pile

The action-needed piece — created by DMW designer David Goff and copywriter Tom Hurley — also is enclosed in a 4-inch-by-91⁄2-inch outer. But unlike the control it beat, the address label is on the left side of the envelope and is larger. It includes the following copy above the addressee information: “To: KCET Viewers, Re: Program decisions being made now. We need you to determine our direction. Action needed by March 31st!”