2 Guys And A Shovel Direct Mail Advertising

Project

Class Assignment - Direct Mail Creation and Presentation

Date

October 2023

Location

Presented to Seneca College copywriting class (CAB 352) professor and classmates

Role

Tanner Borsch - Account Manager and Copywriter
Jeff Sun - Art Director and Copywriter

Results

Received a grade of 82% on the assignment for strong direct mail creation and consumer call to action, as well as an excellent pitch and responses to questions during the presentation.

Background

The project assignment was to create a direct mail piece of advertising for a product or service and present it to the Seneca copywriting professor and class.

The Challenge

Our task was to identify a product or service that would benefit from direct mail advertising, understand the target audience, and create creative using compelling copywriting.

The Solution

We identified a service called "2 Guys and a Shovel" who are a local snow removal service for people unable or unwilling to clear the snow from their driveways and sidewalks after a snowfall.

The Target Audience

The target audience is anyone unable or unwilling to clear the snow on their properties, which includes homeowners, business owners, and commercial property owners. Customer profiles include those who are:
- Elderly or otherwise unable to physically remove the snow themselves
- Busy professionals who don’t have the time to remove the snow themselves
- People travelling out of town during the winter months
- People temporarily unable to remove the snow (ex: have a broken leg, etc)
- People who own business or commercial properties

The Creative

The creative front page used a catchy and humourous headline to capture the audience's attention, "Winter Sucks, We Blow" as well as a hero visual of the snowblower. The back page reinforced the key selling points and included a call to action of a limited time offer, which is important in the snow removal business where they want to lock in customers ahead of the season.