Hello,

The Ballantine Corporation would like to welcome you to the July issue of our Sample of the Month Newsletter. This issue features a case study from our client The Skin Cancer Foundation and its extremely successful redesign of its order form mail piece.

The Skin Cancer Foundation is the only global organization devoted exclusively to the prevention, detection and treatment of skin cancer.

Next month is our 40th Anniversary. Before there was Home Depot, Microsoft and FedEx, there was Ballantine - established in August of 1966.

The Skin Cancer Foundation
BRE Order Form

The Skin Cancer Foundation used this BRE order form to sell two of its educational materials to dermatologists: Sun & Skin News, a quarterly newsletter for the general public, and the disease brochure, The ABCDEs of Melanoma. It measures 4.25" x 11" closed and has 3 panels with the tear-away 3rd panel acting as the BRE. The Foundation's previous order form was a simple one-page, black & white document.

Concept and design by
Joe Favale
President/Creative Director
Shine Advertising

Please Note: if you would like to donate money to The Skin Cancer Foundation, please click here for its online donation center.

Previously, The Skin Cancer Foundation was using a simple one-page order form to sell its patient education materials to dermatologists. The Foundation had its designer, Joe Favale from Shine Advertising, redesign and enhance the piece, and the results were astounding.

"We knew it was time to update the order form," said Josephine Bosco, Production Manager for The Skin Cancer Foundation. "Our goal was to redesign it so that it gave doctors an easier and more effective way to place an order."

The Redesign

First, the order form was upgraded from black & white to 2 colors. Second, the whole look and feel of the piece was enhanced with better paper and a more modern design. Lastly, a 3rd perforated panel was added to act as a BRE. Doctors can tear this panel off and mail back their order quickly and easily.

The Results

"We could not believe how fast orders came pouring in," said Mark Teich, Publications Manager. "The amount of brochures that normally takes 6 months to a year to go through was gone in less than 2 months. In fact, we had to go on press a second time for more brochures, and it's looking like we may need another press run soon."

The BRE order form makes it convenient for doctors because orders can be faxed back, phoned in, placed on skincancer.org or mailed back in the attached BRE.

Future Plans

The Skin Cancer Foundation has already used the new format to promote more of its informational materials and will continue to do so. The Foundation also plans on scaling down the order form so that it can be used in a #10 sized envelope for the mailing of their quarterly clinical newsletter, The Melanoma Letter.

Something to Think About

Are you 100% positive the design of your direct mail piece is as good as it can be? Because this case study shows the effectiveness of solid creative. Furthermore, are you giving your customers multiple ways to order from you?

The following three pieces of information will help answer this question:

1. Our printable company brochure (PDF).

2. Our 3 minute company video.

3. Our free white paper.

Thank you for taking the time to read the July issue of our Sample of the Month Newsletter. If you have any feedback, please email us.