Faced with increasing competition, limited budgets, and a local lack of belief in the value offered by college education, The Larry Selland College of Applied Technology at Boise State University was seeing a steady drop in enrollment. That is, until it developed a personalized direct mail program- "Yes. You Can." Timed and targeted communications connect with prospective students, convincing them that the answer to their dreams of success can be "Yes!"
Published 2008

Exclusive Resorts is the largest destination club operating in the United States and has more than 3,000 members worldwide. Since the average price of becoming a member is $200,000, the company estimates that the pool of potential members is only about seven million people in the United States. The company was experiencing difficulties in obtaining fresh marketing leads and qualifying leads. A direct marketing campaign involving multiple touches and several layers of personalization helped the company improve its conversion rate by 130%.
Published 2008

After a conventional direct mail campaign failed to bring in a single response, GlobalCerts tried a more sophisticated and targeted direct marketing campaign consisting of a direct mail piece with a personalized URL response device to gather qualified leads from a rented list. The company got 15 to 20 leads and estimated that it will garner $300,000-500,000 in new business as a result of the project.
Published 2008

HP Technology Solutions Group used rich variable data, graphics and text to invite IT professionals in various cities to a regional roadshow event sponsored by HP. HP employed a return-mail strategy to reduce the rate of undeliverable mail.
Published 2008

Kodak's Graphic Communications Group wanted to boost sales in Spain and Portugal and demonstrate its capabilities for helping prospects generate personalized digital print. Kodak decided to invite 60 prospects to private demonstration and sales meetings at the 2007 Graphispag, an important graphic arts tradeshow held in Barcelona, Spain, every two years. Half of the prospects agreed to a meeting and all of them attended their one-on-one meeting at the show.
Published 2008

Metropolitan Sales Company wanted to increase the number of point-of-sale VARs (value-added resellers) reselling its products and specifically increase the sales of its Epson line of printers designed for use in point-of-sale environments. Using a multi-touch, multi-channel promotional campaign, the company increased sales by 3% and acquired new customers.
Published 2008

The NOVO 1 sales force needed a way to gain access to and set up meetings with top executives to explain the company’s unique selling proposition. A multi-touch personalized direct marketing campaign has helped the sales force get the attention of top executives — resulting in millions of dollars in new revenue for the company.
Published 2008

NuFarm Limited sells its products through distributors. The company was promoting two products to the United States market and wanted to raise brand and product awareness among current and prospective end users. A direct mail campaign with a personalized URL response device, as well as offers of prizes, helped the company reach these goals.
Published 2008

Steel Aviation is an aircraft reseller that specializes in Cirrus aircraft. The company wanted to increase the number of highly qualified leads coming into the sales department before unveiling a new Cirrus aircraft. Owners often broker an old plane to buy a new one, so Steel Aviation wanted to locate a number of possible buyers for the older planes — and quickly. Using a highly targeted direct mail campaign with a personalized URL as a response device, the company generated leads and positioned itself as a market leader.
Published 2008