Case Study: Spin 'Em a Yarn
The National Audubon Society uses a professional storyteller to add zest to its direct mail.
In the search for a happy medium between esoteric jargon and more elementary copy, narrative could be the golden mean.
The National Audubon Society arrived at this crossroads in fall 2003. Faced with the challenge of mailing a letter that talked about the connection between members’ interests in conservation and science in an engaging way, Audubon turned to storyteller Carolyn Rapp.
- Companies:
- National Audubon Society
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