Project Summary & Goals
The Ask Sarah campaign was created to help a new inside sales rep introduce herself to veterinary practices in her territory. Most customers only saw corporate communications, so this campaign needed to feel more personal, more memorable and easy to keep nearby.
I built a character-led visual system around Sarah and her dog Titan to stand out in a stack of mail, then applied it across shipment inserts, direct mail and magnets with a consistent promise: you have a real person you can contact when you need help.
- Give Sarah a friendly, recognizable presence across multiple touchpoints.
- Create pieces that look different from standard corporate mail.
- Keep her contact information close at hand in clinics.
- Lay a visual foundation that can be scaled to other reps over time.
Key Constraints & Pain Points
Sarah was a new inside rep with no face to face contact with her customers, working with clinics that already received a steady flow of corporate catalogs and mailers. The challenge was to introduce her in a way that felt human and approachable without losing the professionalism of the brand.
- Most practices were already saturated with traditional corporate print.
- Sarah needed a way to introduce herself that felt personal, not generic.
- Pieces had to work as quick reads for busy veterinary teams.
- The system needed to be flexible enough to expand to future reps.
Building Recognition Through Repetition
I approached the campaign as a set of coordinated touchpoints rather than one single piece. Shipments into Sarah’s territory started including a thank you card in early October, direct mail followed in November and magnet graphics helped keep her front of mind inside clinics.
Each item carries the same cartoon Sarah and Titan artwork, the same tone of voice and the same clear invitation to reach out. Over time, practices see the same characters in multiple contexts which makes the contact information feel more familiar and trusted.
- Introduce Sarah with a friendly cartoon version of herself and her dog Titan.
- Use shipments to seed the message with a thank you card.
- Follow up with a 6x9 direct mail postcard to 1,200 practices.
- Reinforce the message with magnets that stay visible in the clinic.
Character-Led, Approachable & On Brand
The visual direction started with a simple idea from the team for a cartoon version of Sarah. I rebuilt the character in Illustrator as a clean, fully editable vector, then extended the system by creating Titan, her dog, to make the campaign feel even more approachable and warm.
- Vector illustrations of Sarah and Titan built in Illustrator for reuse and animation.
- Friendly line work and simple shading that reproduce cleanly at multiple sizes.
- Layouts that give the characters room to breathe next to clear calls to action.
- Copy that sounds like a real person speaking, not corporate boilerplate.
From Shipments to Mailboxes
The Ask Sarah system centers on printed pieces that are easy to keep and easy to recognize. Every touchpoint uses the same illustration style, color language and contact information so clinics always know they are hearing from the same person, not just the company.
Email Performance & Direction
Alongside the printed pieces, I directed the creative approach for the Ask Sarah email blast, ensuring the tone, character art and key messaging matched the rest of the campaign. The goal was to give practices a quick introduction to Sarah in their inbox, then reinforce that story through the physical pieces they received later.
Open rates landed in the normal range which means customers were willing to check out the message. Clicks were lower than usual which suggests the call to action or message framing was not strong enough to drive interaction. For those who did click, engagement was solid which shows the content and video worked well once customers reached them. A future send should focus on tightening the message so the click feels more worthwhile.
- Date: Late September
- Send Details: 1674 emails
- Open Rate: 20%
- YouTube Views: 145
- Clicks: 65
- Confirmed Leads: 6
- Sends to Clicks: 3.9%
- Clicks to Views: 223%
- Views to Leads: 4.1%
- Emails to Leads: .36%
Early Outcomes & Future Potential
The full impact of the direct mail portion will be clearer over time, but the campaign already gives Sarah a cohesive set of tools to introduce herself and stay visible with her customers. The character system and layouts are structured so they can be adapted for other reps and future campaign waves without starting over.
- A consistent, character-led identity that clearly represents Sarah and her role.
- Multiple coordinated touchpoints that make her contact information easy to find.
- A flexible visual system that can scale to other territories and reps.
Responsibilities & Contributions
I led the visual and structural direction for the Ask Sarah campaign, from character illustration through print execution and email direction, making sure every piece worked together as one story about a real person behind the products.
- Defined campaign concept and role of each touchpoint.
- Recreated the Sarah character and dog as clean, editable vector art.
- Developed Titan as an additional character to further humanize the campaign.
- Designed the thank you card, direct mail postcard and magnet graphics.
- Directed the creative for the email introduction to match the printed pieces.