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Contours Express Case Study
Campaign:
5,760 6 x 8.5 postcards promoting a 36-week weight loss study.
Postcard Design:
This black and white design, provided by Contours Express, is very straightforward and
immediately tells the reader what they are looking at. The recipient can quickly see if she qualifies for the study
by the criteria on the left side of the card. The back is very simple and prompts people to call for more info and
sign up.
The design itself can play a huge part in generating response, so let’s take a look at the successful design
elements of this campaign.
In this economy, people are looking to lose weight affordably. Bolding, “Absolutely No Study Fee” catches
people’s attention and gives them confidence to call to find out more. The phone number is big and easy to
locate which is key in any successful design.
Mailing Schedule:
The campaign of 5,760 postcards was mailed one time.
Mailing List:
Females, age 30+, $60,000 + income in 3 surrounding zip codes.
Results:
“We used to promote our study in the local newspaper and got no response... our postcard campaign
was no question the best promotion we’ve ever done!”
— Joann Glussich, Contours Express
They received 45 calls resulting in 25 women signing up for the study. Average sale from each
postcard customer: $507 — that equals $12,675 for one year.
Campaign Cost, Including postage: $2455
ROI (Return on Investment): 516%
