One of the first rules any marketer learns is that the collateral your audience sees should accurately reflect your brand.
At Quaver’s Marvelous World of Music, that meant a piece that would communicate the quality and out-of-the-box thinking that the brand represents.
According to Mary Moffet, a member of Quaver Music’s Art & Design team, Red Paper Plane offered just the right touch.
“In our search for an eye-catching mailer that people might actually open, we were thrilled to find Red Paper Plane,” she said in an email. “They offered a unique product that no one else was offering at a price that fit our budget. [They could create] something that would stand out amongst other mail our customers were receiving.”
Quaver Music, which has worked with Red Paper Plane before, works alongside teachers to inspire children to discover and love music. As a result, not only does their marketing need to appeal to adults, but to their young students, too.
For this particular piece, the team chose to design a Small Exploding Page.
“This particular piece was aimed at elementary and middle school principals who are often the end decision-maker in our buying process,” Mary said. “ We wanted something that would catch their eye and get across a few key points so that they would have a reference point for our product when music teachers brought it up for purchase.”
They chose to target three school districts with the piece, Mary said.
And was the piece successful?
“Yes, definitely,” Mary said. “We are already seeing results from the outreach in our targeted districts.”