Summary: During my time managing advertising for On the Floor @Dove (a video-based training website for all kinds of veterinary professionals), I planned, coordinated and executed direct mail campaigns to generate sales and brand awareness.
Strategy: Each direct mail piece was targeted to a specific type of veterinary professional (practice managers, veterinarians or veterinary support staff members). The messages revolved around each group’s particular job struggles and educational needs. We also provided a limited-time offer of discounted website subscription rates, with unique discount codes for tracking purposes.
Fun fact: After some internal deliberation, we decided that it was, in fact, appropriate to show feline testicles on a direct mail piece.