Case Study :: DePrisco Jeweler's Holiday Direct Mail
Campaign: Holiday Direct Mailings
Client: DePrisco Jewlers
Project Summary:
Every holiday season since 2000 Verve has created innovative, exciting, and most importantly successful direct mailing campaigns for DePrisco Jewelers, one of Boston’s premiere retail diamond jewelers for over a half-century.
Business Objective:
To convey the prestige and beauty of DePrisco’s products and services while enticing consumers to visit it’s downtown Boston store during the busy holiday season.
Execution:
Verve’s direct mail campaigns have employed a unique style and design each year while retaining and highlighting the esteem of the DePrisco brand and identity:
In 2000 Verve presented DePrisco’s “Millennium Collection” to consumers on impressive extra-large playing cards. Donning full color high gloss photographs of DePrisco’s most beautiful pieces, the deck of cards was very popular amongst the customers.
In 2001 Verve set the mood with excitement, delivering news of the DePrisco Jewelette Wheel to customers. The mailing piece featured an eclectic selection of jewelry set on a gaming wheel, forecasting the special prizes available from the full size wheel located at the store.
For 2002 the theme was holiday treasure. Verve created a flip style catalogue on iridescent paper in the shape of a treasure chest. The catalogue included a broad sampling of DePrisco’s products and a key that could open the real gift filled treasure chest filled with $5000 worth of jewels.
In 2003 Verve designed a bright pop-up catalogue coupled with a gold Christmas tree invitation, inviting customers to the DePrisco store to receive a special free gift. The items were delivered in a stylish translucent envelope.
Results:
Each direct mail campaign received positive feedback from the customers and produced exceptional results at bringing consumers to the DePrisco store. Donna DePrisco said, “We’ve received direct mail response rates of 15-20% for four consecutive years… A huge success.” Most importantly, Verve has preserved the image and brand of DePrisco Jewelers while employing fresh and exciting techniques that attracted great volumes of customers.
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