Going (Less) Wild

Called the “value package,” it emphasizes the value of a family membership that, for a family of four, pays for itself on the second visit to the zoo. The No. 10 giraffe mailing includes an 8.5-inch-by-13.75-inch form with a perf-off reply at the top and letter at the bottom; an 8.5-inch-by-11-inch member-benefits insert; a 3.5-inch-by-8.5-inch, four-color buckslip promoting the plush zoo animal premium; a 4-inch-by-7.5-inch driving-directions insert; a 3.5-inch-by-8.5-inch, double-sided lift note listing more members-only benefits; and a BRE with an illustration of a koala bear with, “THANKS for your support!” written below. The control it beat used similar elements — an 8.5-inch-by-14-inch letter/reply, an 8.5-inch-by-11-inch benefits insert, a map with driving directions, a smaller insert and a BRE.