Friday, September 11, 2009

It's that time of year again...

It's law school caring and sharing season! That wonderful time of year when all of the law schools tell all of the other law schools how wonderful they are. The smell of freshly printed publications, the gifts of faculty appointment postcards from across the country, the anticipation of what exciting announcements might come from your peer institutions...

Many of the deans and professors at my institution forward this assorted marketing collateral to my desk, and over the years I have gathered quite the collection. Most of the publications are quite reserved (as is expected when marketing one's academic prestige to an audience of professional academics), but there is always one or two unusual tactics that strive to distinguish themselves in the volume of mail.

From a design perspective, my favorite mailpiece of all time came last year:

This clever piece featured a hospital gown on the cover. Recipients were invited to untie the lace in the center to "peek" at what was inside: a list of health law lectures and programs. A bit risky considering the audience, but if the goal was to stand out from the pack, they succeeded. (However if their goal was to break into the Health Law category rankings in U.S. News, it didn't work.)

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