This is an incredibly simple, well-branded renewal mailing sent during the Jewish High Holiday season by the JCC Association.
The mailing is very thin, including just a one-page letter, reply slip and BRE inside the No. 10 outer envelope. The elements have zero gloss or graphics, relying instead on splashes of plain, yet vibrant color within the copy. To the right of the address window on the envelope are clip-art-like images of a green apple and a wooden honey dipper, with the teaser “Inspiring Jewish Journeys. May your year be as sweet as an apple dipped in honey.” Random letters in the teaser are colored — some blue, some pink, some green, some white — while others are left black.
It’s a fun use of simple images and colors that’s continued inside to the mailing’s 8.5-inch-by-11-inch letter and 3.25-inch-by-8.75-inch reply device. Throughout the letter program names such as JCC Maccabi Games, JCC Maccabi ArtsFest and JWB Jewish Chaplains Council are colored purple, green and blue to stand out from the rest of the black text. And the organization’s mission, mentioned on the outer envelope and reiterated in the letter — “inspire Jewish journeys” — is colored red.
In addition, the apple and honey dipper graphic and “Inspiring Jewish Journeys” teaser from the outer appears again below the signatures at the bottom of the letter and to the left of the ask on the reply device.
It’s another great example of simple and unique branding carried through all the elements of a mailing. My only recommendation to the JCC Association would be to move the image up a bit on the outer envelope. Unfortunately in its current position, the USPS bar code runs right through the teaser.
THIS MAILING is available in digital form at the special price of $24.95. To order it, click on the package to be directed to our order form that contains other special offers on Archive mailings.