Creative Plan

Once the creative plan has been established, it is critical that it be approved by the client.

• Be sure the client understands what type of creative tactics you are planning to use.
• Have the client review the creative design ideas that you have.
• Get clients approval before any actual work or copy writing has been started.

Copywriting

If copy is not provided by the client, you will have to create the copy for the project. After the copy is created, it should be proofed for accuracy.

• Spelling and grammar should be checked.
• Content should be check to see if it makes sense and whether or not it is accurate.
• Is the offer understandable?
• Is it clear as to how you are to respond to the offer?
• Are descriptions, product numbers, prices and expiration dates correct?
• Are quoted statements accurate?
• Are names, addresses, Zip codes and phone numbers correct?
• Is the permit number in the indicia correct?
• Have trademarks and register marks been included where necessary?
• Get client approval of the copy before it is placed into the artwork.

Double check accuracy with the information provided by the client about the product or service. To check whether or not the copy is understandable, have someone that is not familiar with the project read through all of the copy to see how clear it is to them.

Artwork

The artwork should not only be checked for accuracy of the copy, but the photos and illustrations should also be check.

• Are the photos, illustrations and copy in the correct locations?
• Are colors separated correctly?
• Trim marks, perforation marks and fold marks should be indicated.
• Photocopy the artwork and then fold and trim as indicated. Check to see that copy is placed in the right location on all pieces.
• Be sure all postal information is place within USPS guidelines.
• Check address imprint areas to see that they are in the correct location.
• If using a window envelope, will the address show through the window properly?
• Client must proof the artwork and give final approval before production can start.

It is a good idea to send a proof to the USPS to get their approval on any piece that contains postal information.

Material Proofing

A blank mock-up of all the pieces in the direct mail package should be made using the actual material for each piece. The mock-up can be used for several purposes.

• Use mock-up to estimate postage costs.
• To check if the package meets mail classification maximum weight requirements.
• To see if all the pieces fit together as planned.
• Send mock-up to the lettershop and mail house to verify that all the folding, inserting, sealing and other processing can be handled by the processing equipment.

If the package exceeds mail classification weight requirements, parts of the package may have to be revised. A letter may have to be less pages or an insert may be eliminated from the package. This type of revision may also end up affecting the design of other pieces in the package. It is important that the mock-up test be completed in an early stage of the project.