AMERICAN EXPRESS
Associate Creative Director | Art Director
ACQUISITION DIRECT MAIL
BUSINESS CENTURION CARD
What do you send someone who already has everything? This very question was asked when this piece was designed for the exclusive American Express Black Card. The first in a series of mailings aimed at a select group of small business owners contained a custom CD holder which housed a special invitation and the marketing material. The response rate was nearly 10%. Not bad considering the annual fee was $2,500.
FOLLOW-UP DIRECT MAIL
BUSINESS CENTURION CARD
After the success of the first mailing, the senior American Express client request that I work in phase II. This second high-end piece was sent to non-responding small business owners. The best way to illustrate the value of the card was to provide a sample itinerary of one of the cities the prospects may frequent on their business journeys, in this case Milan. This sample trip to Italy was accompanied by a CD of Italian Opera to bring the experience to life and to harken back to the previous mailing with the CD holder. The client was ready to sing an aria with a follow up response rate of 3.75%.
INCENTIVE DIRECT MAIL
OPEN SMALL BUSINESS NETWORK
Not all small businesses could afford the $2500 a year annual fee of the exclusive “Black Card.” American Express still had those businesses covered with the OPEN Small Business Network.
We’ve all daydreamed of vacation while at work. By turning the card one way, and then another, an alternate image was revealed communicating that points from purchases could be used for a much-deserved vacation.