| Leveraging Latent Performance |
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| Challenge: |
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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. |
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| Solution: |
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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. |
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| Results: |
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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
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