Product category:
Integrated marketing
News Release from: Intermarketing and Communications
Edited by the Marketingservicestalk Editorial
Team on 31 October 2007
Environment group tries direct response
press ads
Intermarketing and Communications has worked with environmental charity Friends of the Earth to create direct response press ads that aim to recruit financial supporters.
Intermarketing was appointed by Friends of the Earth to create a consistent look and feel for the new press advertising, which would then be used across a range of campaigns While working closely with Friends of the Earth's brand team to ensure the ads integrated with existing communications, the ads also feature a strong direct response mechanism
Friends of the Earth is testing ads in a broad range of titles and as a result the creative needs to have a wide appeal.
Intermarketing developed the proposition platform for the first two campaigns.
The ads stress Friends of the Earth's unique position as a solutions-focused organisation and highlight recent successes.
It has also created an ad focusing on the issue of climate change.
Friends of the Earth traditionally uses inserts to recruit new financial supporters through press and so it is testing some direct response ads in a range of formats and in various publications as a potential new recruitment channel.
This is the second of several briefs that Intermarketing is working on with Friends of the Earth.
It is also working on direct mail pack and press inserts for the charity.
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