When a real estate broker wants to unveil work they’re doing on a special project, what’s a marketing department to do?
The answer: Create a direct mail piece as special as the project, itself.
That’s just what CBRE Creative Manager Jamie Pittas and her team did with the help of Red Paper Plane’s Magic Changing Picture template.
“We have a really special building going up in Tysons Corner, VA. It’s part of a larger scale project called ‘The Burrow’, which is going to have a mixed use feel, kind of like a town center,” Pittas said. “This specific building I wanted to target with this direct mailer is called ‘The Loft’. It’s only five stories tall, so the first two stories are retail and on top of that are three stories of modern loft office space.”
Among the features of this building’s office space area are operable windows, which Jamie said she wanted to highlight for the brokerage community in Northern Virginia.
“There are operable windows, which is really rare. In a typical office building, it’s just windows you look out of, so, that was one of the main features we wanted to get out there,” she said.
The Magic Changing Picture is one of more than a dozen different design templates designers and marketers can customize on RedPaperPlane.com. The true “magic” of this design is that it’s ripe for showing a transformation, whether that’s a before and after, cause and effect or, in this case, a new chapter.
In other words, the Magic Changing Picture was the perfect choice for Pittas and her team. By pulling the tab on this design, the panels in the die-cut window transform into an entirely new
message or graphic.
“This was one of the first pieces of marketing, so I really wanted this to be a wow piece,” Pittas said. “The windows actually open the same way the mailer does: you just slide it. So, that really popped out at me because it was the same sort of mechanism.”
When Pittas finally saw the piece, she said it came out exactly as she had envisioned it would.
However, her favorite part was the fact that the piece, which ships flat, comes in a vellum sleeve - not a white envelope.
“In our field around here, brokers get direct mail all the time and sometimes it sits on people’s desks and sometimes it doesn’t,” Pittas said. “I really like to pride myself on coming up with ideas and marketing pieces that people don’t see everyday and Red Paper Plane and Structural Graphics really offers me that chance to pull out all the creative stops while being considerate to my client’s budget. They offer interesting and unconventional templates with unique folds, interactive pieces. It’s definitely a website I check out before I get too far into the design process.”