Marketing Works Inc

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
• 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 magazine’s 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