Coolibar Offers Sun Protection
As the weather heats up and customers seek warm weather clothing options, Coolibar arrived in mailboxes encouraging shoppers to "stay outside and stay healthy." The catalog offers an exclusive line of apparel made from fabrics engineered to provide protection from UVA and UVB rays. The front cover highlights Coolibar's new Breezeway shirt, which sells for $64.95. "Packed with sun-smart features," the shirt is also promoted under the seasonal heading, "tops for pops: our hats and shirts make great Father's Day gifts." The inside cover of the 40-page book features a legend of the different types of SUNTECT fabrics offered. They include Aqua (chlorine and saltwater-resistant), DRI (moisture-absorbing), Knit (quick-drying) and Lite (lightweight and durable). Coolibar also displays a seal of approval from the Skin Cancer Foundation, noting that it is the only clothing manufacturer to receive such an honor. Products range from swim shirts and tights to active wear and casual separates. Half of the catalog focuses on women's clothing while the other half features men's and children's clothing and accessories. Orders of $75 and up are rewarded with an everyday cotton hat, a $29.95 value and a staple of "sun-protection wardrobes, season after season." Orders can be placed by mail, phone or online at Coolibar.com. In addition to product features, the website offers additional information like testimonials from dermatologists and guidelines for employers of outdoor workers to set up sun protection programs.

AdoptaPlatoon Sends Care in the Mail
A bold message on the front of a 4-3/4" x 6-1/2" package from the military nonprofit AdoptaPlatoon informs recipients, "Mail call hurts!" The note continues on the back, explaining how integral it is for American soldiers in Iraq to receive mail from home ("So please show one of our Heroes he is not forgotten"). AdoptaPlatoon takes care of this important morale boost by sending care packages filled with treats and personal care items to servicemen and women overseas. Inside, the package includes two creative devices. The first is a patriotic "card of appreciation," which can be signed and returned immediately to a soldier. In addition to the card, a nickel is enclosed within the package. However, AdoptaPlatoon does not ask that the coin be returned as part of a donation; instead, the coin serves as an attention-grabber. As page five of the six-page letter explains, "if you are still reading my letter, then the nickel I enclosed did its job." According to the reply form, $28 represents the approximate cost of one care package to Iraq or Afghanistan. Therefore, the ask ladder is set in multiples of $28: $28/$56/$112/$224/$448/$896/$1,120/$2,240/$5,600/$11,200/other. To drive higher donation levels, an AdoptaPlatoon branded cap is offered as an incentive for gifts of $56 or more.

FranklinCovey Promotes Insightful Design
Day planner and business organization solution provider FranklinCovey offers a collection of useful bags and business cases in its latest Insightful Design catalog. The direct marketer introduced the catalog in the fall of 2003 targeting professional women with fashionable, utilitarian accessories, offered in vibrant colors and luxurious leather. The merchandise is promoted as "the best of both worlds" (combining interior function with exterior style), and each tote is designed with pockets, dividers and slots to make it a "working partner - instead of just an accessory." Throughout the catalog, photographs of the assorted totes, attachés and computer cases are given prominent placement. Every other page in the 24-page book features a full-page photo, where products are displayed in a format reminiscent of designer handbags. Prices range from $49.95 for a Valencia mini shoulder bag to $189 for a full-grain leather Siena business case. The catalog does not include an order form or a section detailing ordering information; however, FranklinCovey.com/idesign and the catalog's toll-free phone number are printed throughout.

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.