Tec Labs develops, manufactures and markets Tecnu Extreme, designed to remove urushiol (the surface oil in Poison Oak, Ivy and Sumac) and keep it from spreading while also treating the painful itch. Tec Labs was looking to focus on three distinct audiences. Messages were written for each audience and illustrations were created and offset against specific colors selected to appeal to them. Sample packets were produced for direct mail and catalog insertions. As a result, orders from each targeted audience increased dramatically and with the increase in sales Tec Labs is now reaching out to other audiences.