Dull-Looking Report Gets 18 Times Expected Response

       The response to this package, designed to get through the secretarial screening process, was 18 times larger than AT&T's most optimistic projection. We know there was a high degree of "pass-along" because we got registrations from areas we didn’t mail to.

       I developed the creative concept, named the seminar series, handled creative direction, wrote the copy, and coordinated production and mailing.

       The package mailed in a plain white 9" x 12" envelope with AT&T's return address and logo.