Leveraging Latent Performance

Challenge:

To conduct a merge and purge of the current subscriber database and promote a major corporation's free subscription magazine program to educators in the K-12 market.

Solution:

MarketingWorks developed and implemented a campaign plan to include:
  • branding,
  • producing a direct mail campaign to reflect the brand,
  • writing benefit-focused copy with a clear call to action to educators,
  • tracking the enrollment of all educators,
  • reviewing the database, and
  • recommending a mailing to 21,000 educators whom they hadn't heard from in more than three years.
Our implementation process, produced a high-quality, consistent look for the education program while working within the scope of the magazines goals.

Results:

By our deadline, we achieved a 25% response rate for program re-enrollment. As a result of this campaign, MarketingWorks was asked to develop a comprehensive marketing plan, to include:
  • analyzing customer institution profiles against new market penetration
  • developing additional direct marketing campaigns, i.e., direct mail, fax blasts, and renewal / referral programs
  • conducting market research to assist in determining customer satisfaction levels