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Miller Homes - 'Moving In' campaign
Miller Homes decided that using direct mail would help to manage new buyers' expectations while they built the customer's new home.
This project involved working closely with the designer at Navyblue, ensuring that the right messages were conveyed at each stage of the buying/building process. We suggested including items such as a chill-out CD and a helpful wipe-clean fridge magnet, listing those whom the customer would need to inform of a change of address. Headlines on outer envelopes were printed in clear varnish on bright paper or seen through opaque paper, reinforcing the soft but clear and helpful copy tone throughout.
Sample copy
(Focus mailing: outer envelope made with opaque paper)
focus
(Inside)
In just a short time, you'll be exchanging contracts /concluding missives with us. So you'll have a legally binding contract that means your new home really will be yours!
seeing clearly
That's good news, but with so many decisions to make at this stage - as well as handling everything else in life - this can be a hectic time. Help is at hand with a useful to do list opposite. Why not take a couple of minutes to look through it and make sure you'll have finished all the different tasks in time?
As you've already discussed with your Sales Representative, it's important that you keep to the agreed deadline to permanently secure your home. Until this date, your home is reserved solely for you at the price indicated when you made the reservation. If you'd like more information, just turn to pages 16 to 18 of your moving manual.
At Miller Homes, we've been helping people through this stage for over seventy years. All this experience in looking after customers means that we've come across virtually every type of situation. So whenever you'd like to talk something over, please feel free to phone your Sales Representative or call into the sales office at any time.
(Chill CD)
Chill
(inside)
We're busy building your new Miller Home. And, before you know it, you'll be rushing around, getting ready to move. So why not unwind a little? Put these sounds on, put your feet up… and chill. | 
