I have been into marketing my entire life. When I was a kid I made greeting cards, and designed boxes of cereal. During the Guerrilla years I was responsible for contacting the media and read up to learn how to properly create a press release, where to find contact information for the papers and stations, who to call and when and what to say and how to say it.
My first big assignment was the holiday ask. You know how every non-profit contacts you around this time of year to hit you up for the annual fund. It’s a time of giving, it’s all the last month you can get those tax-deductible donations in.
|"City of Terror" Trading Cards|
(Raw #2 1980)
I proposed we include Dobama Trading Cards with the annual fund request. I would design a sheet of nine cards (“Collect all 60! Trade with your friends!”) each would feature one production photo from the theater’s history on the front, with data about that production on the back, even including a small note about what was featured on the next card, a card which did not actually exist.
This was my first big mailing job, and the most intricate use of Photoshop I had attempted to date (that’s PhotoShop 2.0) Our technology was very basic in those days, we only had PCs in the office, so I was designing this on my Mac at home, then driving to the Kinko’s in University Circle to use their laser printers. When I messed something up I would have to go home to edit it, then drive back out to Kinko’s to see if I had gotten it right.
These things weren't even in color. It was a nightmare. I had a nervous breakdown. Joyce was extremely supportive. She also had to press me to complete the job on time because it was only the single most important mailing of the year. And we did, we got it out.
I never proposed anything as irresponsibly clever for the rest of my tenure.