Thursday, March 25, 2004 – A growing percentage of our business here is rooted in the world of higher education, either helping development officers raise funds or working with alumni associations to grow their membership files. If you’re familiar with agency parlance, you’ll know what I mean when I say this is one of our strongest vertical markets, an offering we’ve already established as one of a handful of our core competencies. We’ve run successful campaigns so far for clients such as Ohio University, the University of Texas and Southern Methodist University, just to name a few, which has led to a number of new engagements recently, including the University of Houston and Florida State University. As a creative guy, I couldn’t be happier with these assignments. Each one is a step back in time for me, a blissful reminder of days gone by, when I was just an optimistic, young student in search of my own bright future. Each one takes my imagination to another corner of the country — to another whole world, really — where, on some beautiful campus somewhere, the wide-eyed innocence of youth is introduced to the rigors of academics and the complexities of real life. This is what I enjoy so much about my role as a direct mail copywriter. I’m a salesman. I’m a fundraiser. But I’m also an actor, putting myself in the shoes of my signatory. And I’m part mystic, too, asking myself how would I feel if I were on the receiving end of my appeal.
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