Client: Arthritis Foundation of Southeastern Michigan

Problem: Market aquatic classes within one brochure to three separate target markets: the person with arthritis who will take the class; the potential aquatic instructor and the manager of an aquatic facility. In addition, the copy needed to convey a strong, positive message.

Solution: A five-panel self-mailing brochure with response device. Beginning with the header “Take charge of your arthritis and take charge of your life” the copy—including testimonials—conveyed strength and the benefits of taking the classes to those with arthritis. The two other target markets were addressed in an insert heavy with benefit copy.

Client: Amana Holiday Inn

Problem: Create a brochure targeting both the business and leisure traveler while conveying the Old World Germanic charm of the Amana Holiday Inn.

Solution: Since Purple Eagle had knowledge of German, they sprinkled the copy with a few key Germanic phrases like: “Ein herz fur Kinder,” “Trinken und Essen im Kaffee Haus” that were in context, to help the non-German speaker understand the message. In addition, warm, cozy English text like “. . . it captures the spaciousness of the Iowa prairie. Relax in the country sunshine. Or splash in the pool. Unwind in the warm, soothing waters of the roomy whirlpool and “To satisfy a country-sized appetite, enjoy the Harvest Dinner, served family-style in the dining room. Here you’ll find cozy booths nestled in old-fashioned buggies, where you can dine under the flicker of carriage lamps.” The copy also mentioned specific IT and audio/visual equipment needed for the business traveler.

Client: Video City Rental

Problem: Capture the attention of radio listeners to motivate them to attend Video City Rental’s grand opening and do so in :30 (seconds) in an ROS (Run of Schedule).

Solution: Pitting Darth Vader against Elmer Fudd. The result? The client reported running out of brats, nearly running out of videos to rent and people mentioning the commercial.

Client: CNA Life

Problem: Convey to attorneys--who take their fees from clients winning settlements—the benefits of receiving those fees in their own structured settlement.

Solution: After receiving the basic information from the client, Purple Eagle noticed that it didn’t include any case law, a persuasive way to communicate to their market, attorneys. With the client’s permission, Purple Eagle spent some time at the University of Michigan School of Law and found an appropriate case upholding the tax benefits of these structured settlements. This extra bit of research on the part of Purple Eagle made for more persuasive marketing copy.

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