Minnesota Prairie Roots

Writing and photography by Audrey Kletscher Helbling

Way to go, Wisconsin DNR March 28, 2020

Wisconsin Department of Natural Resources image

 

IF EVER WE NEED LAUGHTER, it’s now. And the Wisconsin Department of Natural Resources delivered this week with A CHEESY GUIDE TO KEEPING YOUR SOCIAL DISTANCE OUTDOORS.

The second daughter, who lives in Wisconsin, where a “Safer at Home” order is now in place, texted the graphic to me this morning. While reading this message, I laughed out loud. Repeatedly.

This additional info accompanied the guide posted on the DNR Facebook page:

Hey Cheeseheads! Wisconsin’s state parks and trails are open for you to OutWiGo and enjoy some fresh air. If you head out, we encourage you to stay close to home and within your community.

Social distance is key to slowing COVID-19. Stay at least 6 feet away from others – but don’t forget about the air fives!

Kudos to the creative who came up with this idea. I always appreciate a savvy and fun media campaign. Humor resonates with people. They remember. They talk about it.

The Facebook posting certainly has people talking in the comments section. And it’s not good. Seems people are flocking to state parks and not a lot of social distancing is happening. Wisconsin isn’t the only place with this problem. I’ve heard from friends about overcrowding issues at North Carolina state parks (now closed) and even in Minnesota.

You can only do so much, I suppose. Thank you, Wisconsin DNR, for doing your best and for making me laugh today.

 

The value of a greeting card July 11, 2018

 

I RECOGNIZED THE GREETING CARD as a marketing strategy. Yet, I appreciated the personal touch extended by District One Hospital, Faribault.

Thank you for allowing us the opportunity to care for you read the card signed with personal wishes from four of my caregivers. I remembered only two of them. Anesthesia erases memories. Like an Etch A Sketch.

Sixteen days ago I underwent surgery to repair my broken left wrist with a plate held in place by 10 screws. That would be six more screws than I expected. But my broken radius was a bit of a jumbled mess or “looked like gravel,” as my surgeon said. He assessed my overall bone health as good, which I consider good for a woman my age. When you fall as I did, you’re gonna break a bone no matter what.

Back to that gratitude card from the hospital. It’s a nice gesture. Thoughtful. And smart PR. In a time when not everyone values a local hospital, such personal connections matter. I value having a hospital right here in my community. They’ve gotten plenty of my business through the years with three children born there and other surgeries. I appreciate that I have access to good medical care locally. I want to stay in my community, where I’ve often received care from people I know. There’s something to be said for that, for the comfort of familiar faces.

The handwritten wishes of three RNs and a nurse intern impressed me. Enough to write about it here.

Thoughts?

Copyright 2018 Audrey Kletscher Helbling

 

Flat Ole wants my son to move to South Dakota April 14, 2011

ALMOST DAILY WHEN I pull open the mailbox, I reach inside to find another handful of letters for my son.

I dutifully toss them onto an end couch cushion, the one spot where he sits, with his laptop, and where he can’t miss his mail.

The stash of accumulating college information sent to my 17-year-old high school junior son.

Sometimes my high school junior opens the letters, but more often than not, he tosses them onto the middle couch cushion where they lie for a day or two or three before I scoop them up and jam them into a plastic shopping bag.

That bag bulges with letters and brochures from colleges across the country. Most arrive from the East Coast, including from some very prestigious colleges. But there are also letters from the West Coast and the in-between Midwest and down South.

I understand why my 17-year-old has stopped opening his mail, stopped reading the spiels about the best programs and students and campuses. After awhile, the pitches all begin to sound the same.

So what does it take for him to actually pause and open a piece of college mail?

For my computer geek teen, it’s all about grabbing his attention by presenting an eye-catching, out-of-the-ordinary, graphically well-designed mailing.

St. Olaf College in Northfield managed to attract the college-bound boy’s interest recently with a brochure that features little tabs to open. Who doesn’t like to see what’s hidden behind a closed door? An air of mystery sparks curiosity and…prompts us to investigate.

 

These five tabs each lift to reveal information about St. Olaf College in Northfield.

For each of five words—St. Olaf College Northfield Minnesota—the tabs lift to reveal a sentence. Behind the word door “St.,” for example, you’ll read this message: “You won’t literally find any saints here, but you will find students who ask big questions and take on big challenges.”

 

Under the word "Olaf," you'll learn that St. Olaf was founded by Norwegians.

And just in case the Minnesota winter may keep you from St. Olaf, think study abroad opportunities.

Honestly, this is, by far, my favorite college mailing that has arrived to date. So congratulations, St. Olaf marketing department, on some creative marketing that drew both my, and the teen’s, attention. Now, if you can show us some hefty scholarship money, we just may have a deal.

The second piece of noteworthy college literature didn’t exactly draw my eye initially. In fact, I almost threw Augustana College’s Go Viking magazine style publication into the recycling bin without a look. Its appearance suggested an alumni magazine rather than a college recruiting tool. But then, lucky for this Sioux Falls, South Dakota, college, I flipped through the pages and discovered—Flat Ole.

The folks at Augustana want potential students to cut out the picture of Flat Ole and take him on their travels. Photograph Flat Ole at famous landmarks, in exotic locales, in historic buildings, etc., and join his Facebook at facebook.com/flat.ole. This whole marketing gimmick, of course, plays off the Flat Stanley storybook character, with the Augie’s  irresistibly charming Viking mascot claiming to be Stanley’s Norwegian cousin.

 

You can clip Flat Ole out of the Go Viking magazine and take him on your travels. Or you can go to his website and download a Flat Ole cutout.

Except for that Flat Ole page, I didn’t read the rest of the magazine. So you judge whether Go Viking represents savvy college recruiting.

Finally, a third piece of college mail grabbed me primarily because of the word “geek,” which would certainly fit my computer brilliant teen. “Don’t be a geek out of water…dive into the G33KOSYSTEM.” I continued to read: “…at UAT, advancing technology will infuse every aspect of your education…the idea atmosphere developed by geeks for geeks…passionate about technology.”

 

Eye-catching words for any student who's in to technology.

And all the while I wondered, what is UAT? I flipped the brochure and read and reread, until I finally noticed the tiny logos in the corners with the miniscule writing, University of Advancing Technology. Still, that didn’t give me the location of the college. So, for that reason, even if this is a graphically-appealing mailing, I can’t give this brochure high marks. It’s important, really, really, really important, to make the college name pop.

 

Although the bright colors and graphic design grabbed my attention, I really had to look to find the name of the college on this UAT brochure.

By the way, my boy and I are not Norwegian. The fact that two “Ole” colleges scored well with me in the marketing area is pure coincidence.

HAVE YOU SEEN any college recruiting materials that stand out or fail in the marketing department? Why? Please share.

© Copyright 2011 Audrey Kletscher Helbling