The challenge: Create a clientele for a camcorder operating class that has languished in obscurity.

The solution: Develop a Point of Purchase flyer to be included with each new camcoder purchase.

The skinny: The Digital Arts Training Association offers classes to industry professionals in just about every facet of graphic design. Included in their 2nd semester catalog was a course on operating a camcorder. This very basic course was incorporated into a very professional video production curriculum and so went lacking an audience for an entire semester.

I developed this POP flyer to entice new camcorder buyers at a local consumer electronics store to enroll in the course. This project went far beyond the need to write copy. Wordsmithing was the order of the day. The course catalog for that semester had already been in the public’s hands for five months when I developed the flyer. This catalog shown a price for the camcorder course that was 50% less than what appeared in the previous semeter’s catalog.

My job was to entice people with this same discount, being careful not to mislead buyers into thinking they were getting an additional discount. In other words, the camcorder buyers were getting the same discount as anyone else. I was simply presented in a different manner.

To add a sense of urgency, I told readers the first two of the five classes were already gone. While this was true, it was not due to a stampede of new enrollees. The classes were in fact cancelled due to lack of interest.

The course presenter was a true professional in the industry and I did not hesitate to get the most mileage I could out of this.

The following is the text of the front of this flyer:

Congratulations on your new camcorder purchase! Whether your use is personal or professional, you'll want to take advantage of this offer.

DATA (Digital Arts Training Association) offers a seven-hour course over two nights, to get you up and running with your new camcorder so you can use it like the pros.

Your instructor, Scott Burbank of Aztec Video Productions, LLC, grew up on the sets and stages of Hollywood.

For 17 years, Scott has specialized in video production for the business, industry, government and entertainment markets. He is an award-winning producer, director, cinematographer and editor and has made over 250 videos.

Now, thanks to a special grant from the State of Connecticut, you can learn Scott’s “tricks of the trade” for only $75. That’s a discount of 50% off our Fall/Winter 1998 semester pricing. Turn the page over for dates and registration info.

The following is the text of the back of this flyer:

VIDEO CAMCORDER ABCs

Web designers and other professionals will discover the creative and effective uses of modern camcorder equipment.

Families will learn how to make that next birthday party or reunion a masterpiece to treasure for years to come.

There is no prerequisite experience necessary. Just bring your camcorder, tripod and tapes with you to class.

There is a limit of ten students per class and the first and second sections are already gone. So hurry!

Also included on this side are a class schedule, a map for locating the school along with directions in text form, a registration form and contact information.