Mary Janes Farm Direct Mail Launch
It's the early morning walk to the chicken coop when the eggs are still warm and
your mind is calm and clear.
It's the sourdough you're kneading on the
kitchen butcher block while loaves of crusty
sourdough French bread rise all around you.
It's the bed quilt you've stitched yourself...
the antique hutch you've re-stained yourself...
the deep long-lasting friendships you've made yourself.
It is, in short, the warm, welcome feeling you get
when you peek inside the pages of ...
MARY JANES FARM.
"May I send you a FREE SAMPLE ISSUE?" - MaryJane Butters
Dear Friend,
"Did your cow kick you in the head, MaryJane?" my neighbor said to me a few years back. "You've gone nuts."
She was talking about my idea for an exciting new magazine for women -- a magazine that today has over 30,000 readers!
"We don't need another women's magazine that makes us feel like we can never buy enough handbags or do enough situps," she said over coffee.
"If we women need anything today," she went on, "it's a magazine that celebrates the things that really matter in life. Preparing good healthy food for our families. Building warm relationships based on trust. And finding fun ways to express our creativity through our hands and our hearts."
I nodded because I couldn't agree more.
You see, I too imagined an extraordinary, new, heartwarming magazine which taps into your "inner farmgirl" and explores that wonderful, magical place where life is simpler, healthier, and much more playful! A place where you and I...
... can sit around a circle with our trusted girlfriends and share apple pie recipes that have been passed down for generations . . . swap the quilt patterns our
Client: Mary Janes Farm
Assignment: Launch Pub about fantasy farm life and glamping
Copywriter: JC Manheimer
PROBLEM: Launch a new pub for Belvoir
SOLUTION: Lead with the Founder’s story.
POSITIONING: We don't need another women's magazine that makes us feel like we can never buy enough handbags or do enough situps.
RESULT: “Not sure if anyone’s mailing these days. And I’m really not sure anyone’s posting 10% response rates. Anyone, that is, but MaryJanesFarm!”. - G.K. , Belvoir Media Group