Case Studies
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A foundation that raises money to fund athletic scholarships implemented a multichannel campaign using viral marketing, direct mail, email and other media. The six-week campaign achieved a 22.75% response rate, 194 new members (representing a 12% increase in membership) and revenue of more than $208,000. | |
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A custom home builder wanted to (1) generate leads by targeting owners of unimproved lots, (2) increase business during typically slow months and (3) grow overall awareness of its business. It succeeded, thanks to personalized direct mail and personalized URLs (pURLs). | |
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A manufacturer of exterior door systems had been using multipage, full-color brochures as sales aids for distributors, custom builders and home supply stores. It was time-consuming to create and update. The firm turned to a Web-to-print system that enabled staff (and builders the company partnered with) to create and customize brochures online. | |
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Most colleges mail brochures and "viewbooks" (books that include many details about the school) to students requesting information. It's basically a standard sales pitch, including information on their colleges' histories, academic programs, campus events and extracurricular activities. To get more students to apply, one admissions office realized it had to make those students think, "This information applies to ME." It now sends printed and electronic pieces designed and delivered on the fly, so prospective students receive more pertinent, personalized information according to their interests. |
