Marshalls Shoe MegaShop Direct Mail
Marshalls is a multi-billion-dollar off-price retail company whose shoppers (more female than male, roughly ages 25-55) are equally interested in fashion and value.
Marshalls was launching its in-store Shoe MegaShops in select locations and wanted to send out direct mail pieces to announce it. The challenge was to drum up anticipation for the section opening and entice shoppers to visit.
Playing on shoe puns, I layered three key points in a cadence that compels the reader to finish reading the full copy. “Step In” does the double work of both encouraging the reader to visit while also encouraging the reader to metaphorically step in by opening the bi-fold mailer to reveal the shoe images within.