The Clark Promotes Art and Membership Opportunities Via Direct Mail

The Clark, based in Williamstown, Mass., is a unique institution that functions as both an art museum and a center for research and higher education. This particular mailing not only served as an announcement of the exhibit "Van Gogh and Nature," but also provided mail recipients with the opportunity to become a member.

Painting a Pretty Picture

Van Gogh's artwork plays a large role in the design of this mail piece, tempting recipients to not only open it and thumb through the components, but also to make room on their calendars to experience the exhibit.

Sweetening the Deal

The letter — from Museum Director Michael Conforti — details the new Van Gogh exhibit, special privileges for Clark members, and shares that in anticipation of the mail recipient's membership enrollment, a pass has been included for the special exhibit.

Champagne All Around

The reply card allows the recipient to select a membership level, as well as secure a space at the new member champagne toast and private viewing of the Van Gogh Exhibit.