DescriptionEvery school dreams of being in the top tier in the US News College Rankings. MSU College of Law’s goals were to move from the bottom tier to the third tier by sending marketing materials to influencers, such as large law firms, U.S. judges and law school deans across the country. We created this three-part campaign aimed at commanding attention. The first mailing consisted of the over-sized, zig-zag folded brochure you see here. It had a paper band that that kept the brochure together. The second mailing featured a box containing a pewter gavel, nestled in green crinkled paper, that was stamped with the law school's name (which was a hit!). The final mailing was a tiny version of the zig-zag brochure, and was mailed in a translucent envelope. The result? MSU College of Law rose up a tier in the U.S. News ranking! This direct mail campaign went to nationals in the American Advertising Federation design contest.