Kelly's Kids Promotes Seasonal Collections
Kelly's Kids, which touts itself as the largest home party business specializing in children's apparel, hit the mail with its fall 2006 catalog targeting consumers directly. According to a note from Kelly on the inside cover, Kelly's Kids began as a home-party business over 20 years ago and has since branched out to include online and catalog sales. In addition to the brief company history, Kelly ushers in the autumn apparel collection by describing it as "bright and fun." She also promotes the company's expanded line of active clothing for boys and introduces a collection of dolls with matching outfits. Clothing throughout the 48-page catalog consists of mix and match combinations that allow for multiple outfits by switching out a shirt or a pair of pants. Shoppers can also buy matching boys and girls apparel and coordinate the entire family. A bound insert looks even further ahead than fall by wishing shoppers "happy holidays from Kelly's Kids." The insert offers holiday-themed apparel with reindeer, candy cane and snowmen graphics. Prices range from $24 for a pair of striped leggings to $44 for a plaid and flower jumper. The "Dress Like Me" dolls are priced at $80 a piece. Three ways to shop are outlined, either via home parties, phone or online at KellysKids.com. Customers who wish to learn more about becoming a direct sales rep are also directed to the website for more information.

Hale House Upgrades Freemium
Hale House has relied on direct mail packages over the years to promote its humanitarian efforts as a haven for infants, children and families in need. While past promotions have regularly featured a teddy bear lapel pin to symbolize the children supported by Hale House, the nonprofit's latest fundraising appeal features an upgraded freemium. Sticking with the cardboard box package, the address panel reads, "Can You Spare a Little Love?" An image of a teddy bear accompanies the text, and the enclosed plush gift is visible through a series of windows on the back of the package. The bear, roughly 5" in height, is decorated with a blue bow around its neck that features the Hale House logo. Much like the organization's lapel pin freemium, the teddy bear is used to remind recipients of the "precious children at Hale House who desperately need your love and support." An enclosed two-page solicitation letter from the executive director highlights a child named David who will have a brighter future because of the nonprofit's social service, treatment and residential programs. Hale House sets its ask ladder at $9.49/$12.50/$19.42/$26.50/$49.24/other. Each step is accompanied by what that amount can provide for the house. For example, $9.49 can be used for soap for the children for one week; $19.42 can provide baby wipes for a child for one month; and $49.24 can feed one baby for two weeks. Another recent mailing from Hale House featured identical contents, including the freemium; however, the pink hues of the cardboard box were replaced with a bold blue adorned with flowers and stars.

Patagonia Email Promotes Environmental Cause
Outdoor gear and apparel brand Patagonia eschewed product promotion in a recent e-mail effort, instead utilizing the digital message to build support for an environmental cause that the company supports. The urgency of the cause, a call for more careful management of the nation's ocean fisheries, is succinctly illustrated by the e-mail's subject line, which reads, "Catch of the day, after day, after day." Specifically, the body of the e-mail asks recipients to take action by signing an online petition to their U.S. Congress member opposing any rollbacks to the Magnuson-Stevens Fishery Conservation and Management Act (MSA). To encourage concerned consumers to sign, the message notes a recent, similar effort, in which 3,000 Patagonia customers petitioned the Senate to strengthen the MSA bill. The e-mail links to a more detailed discussion of ocean conservation and other issues found within the Environmental Activism section of Patagonia's website. The petition itself, however, is reached through a second clickthrough to the Marine Fish Conservation Network's Web site.

The direct mail promotions appearing in Mail Stream are tracked and analyzed by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.