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Direct Mail Catalog Captures Spirit of Assistive Technology Company
THE CLIENT:
Prentke Romich Company (PRC) of Wooster, Ohio is a worldwide leader in developing augmentative and alternative communication (AAC) technology. Since 1966, the employee-owned company has manufactured speech-output devices that enable individuals with autism, cerebral palsy, Down syndrome, and other physical and cognitive challenges to achieve independent and spontaneous communication.
THE CHALLENGE:
PRC’s primary sales and marketing tool is the annual product catalog it distributes to speech-language pathologists (SLPs), special educators, and others involved in AAC via direct mail and its consultant network. To differentiate itself from other assistive technology companies in the marketplace, PRC wanted to produce a new catalog that would demonstrate its deep commitment to individuals with speech challenges. PRC also sought to simplify the AAC device selection process for SLPs and others who recommend AAC devices.
THE GIANFAGNA SOLUTION:
To convey the power of PRC’s products to help those with disabilities experience the “essence” of life – real communication – Gianfagna wrote and designed a marketing catalog that not only showcases PRC’s technological expertise but also spotlights actual PRC device users who are successfully communicating despite their disabilities.
The graphic design of the catalog’s striking cover is designed to get attention as a direct mail piece and to capture the PRC user experience through a heartwarming image of two young friends sharing a special communication moment, with one of the girls using her PRC device to communicate her thoughts. Inspiring “Profiles of Success” featuring PRC device users are scattered throughout the catalog to further humanize the products. To help SLPs and others select the device most appropriate for a particular client, the catalog features a device comparison chart.
THE RESULTS:
The PRC catalog has had a measurable impact on product sales and has served as a powerful direct mail and sales presentation tool for PRC consultants. In addition, the catalog received a Silver Award in the direct marketing category in the 2009 Communicators Awards sponsored by the International Academy of the Visual Arts.
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