Take Lessons 3-Part Direct Mail

This three-part local campaign targeted high-achieving high school students, specifically those with the financial support to take on extracurricular activities. We learned several important details through our research that drove our concepting and design. Middle- and upper-income teens lean toward Snapchat and Instagram, while millennials are often looking for ways to unplug and temporarily escape the pressures of adulthood. In order to get their attention and keep it, we needed to deliver something quick and digestible. We decided on relatable imagery, applying the right filters for a sense of familiarity. In an effort to spin the more expected “take a lesson” language, our copy was written with an inspirational tone. We wanted the students to identify these class offerings as true gifts that could stay with them far beyond the classroom.