Welcome to the Neighborhood

Description

This is a very confusing postcard. Nothing on the front really tells you what this is and why you should care. The headline and imagery makes it seem like this postcard is sent to new residents of a well-knit community, but this postcard is actually just looking to recruit patients for a clinical study. That would be hard to know unless the reader was already familiar with Synexus.

Copywriting

This headline is confusing. Off a first glance you may think this postcard is sent to new residents of a well-knit community. It's a promotion to recruit patients for a clinical study.

The messaging is off.

Design

The imagery and colors are fine. Does it support the campaign's message though? Everything is easy to read, but what exactly is postcard for? Is the reader a new resident of a community?

A large portion of the text is dedicated to "From: Synexus". Unless you know who Synexus is, you probably won't understand why you are recieving this postcard. Synexus conducts clinical studies and this card is basically offering the reader a spot in one of these studies if they qualify. Nothing on the front supports that message. Not the imagery and definitely not the headline.

Offer

N/A

Key Takeaways
  • Attention spans are short. Everything in a postcard should be pointing to one theme or message. This campaign from Synexus tried to run with a "community" theme, but that really doesn't have anything to do with their business and that confuses the reader.
Description

The back is definitely not as bad as the front. We like the headline, H2, use of bullet points, and the giant brightly-colored call to action.

Any promotion related to medical studies is going to have a lot of text due to legal requirements.

Copywriting

The headline and H2 are actually not awful. They let the reader know exactly what they are being contacted about and why it matters. Those are two boxes that the frontside headline didn't check.

All of the info in-between the headline ("Learn more about..") and the call to action ("For more info..") is straightforward and probably has to be included in a medical study promotion. Similar to how all the side effects have to be listed on a drug commercial.

Design

The imagery and colors are fine. Does it support the campaign's message though? Everything is easy to read, but what exactly is postcard for? Is the reader a new resident of a community?

A large portion of the text is dedicated to "From: Synexus". Unless you know who Synexus is, you probably won't understand why you are recieving this postcard. Synexus conducts clinical studies and this card is basically offering the reader a spot in one of these studies if they qualify. Nothing on the front supports that message. Not the imagery and definitely not the headline.

Offer

The offer is free testing for three health conditions as long as you agree to take part in their study.

Key Takeaways
  • Attention spans are short. Everything in a postcard should be pointing to one theme or message. This campaign from Synexus tried to run with a "community" theme, but that really doesn't have anything to do with their business and that confuses the reader.
Copywriting:
C
Design:
C
Offer:
NA
Final Grade:
C
Copywriting:
B+
Design:
B
Offer:
B
Final Grade:
C
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