Background.  AARP had introduced a new product offer to its members providing telephone based and web-based information services to members searching for eldercare, help dealing with chronic medical conditions, nursing home searches, as well as family care issues.  Responses to direct mail, print ads and web-based promotions were falling short of the target. 

The product was priced higher than most AARP information-based products and there was concern that the price may have been too much of a deterrent to sales.  There was also concern that the product was confusing to the members.  AARP conducted focus groups to determine where the pitfalls of the product or marketing existed.

Solution.  The focus group research elicited very directive feedback from the members which we used to guide the strategy of a new direct mail campaign.  Members wanted more explanation of the service so we developed a completely different format (a magazine style layout) with space to explain the service more fully.  Members wanted specific examples of how the service could benefit them so the magazine-style copy presentation was developed to provide examples and case studies in the form of special interest stories.  The issues of utmost importance to the members (personal service, 24/7, one-stop shop, reliable & objective information) were featured prominently in the copy.

Background.  This trade association’s most recent experiences with direct mail had generated weak responses.   They needed to increase membership but had run out of ways to generate new enrollments at a reasonable cost.

Solution.  After reviewing their product and the recent marketing efforts, we re-crafted their message to be much more benefit-oriented and customer-focused.  We featured the benefits in a separate brochure and reiterated them in the letter.  We highlighted the key message that was determined to be of most interest to the prospective members.  And we analyzed their mailing list and changed the target audience to a more qualified group.  We also developed a package that was inexpensive to produce, but not “cheap” looking.

As a result of this direct mail, IAFIS exceeded their enrollment goal for the mailing by 30% and achieved 50% of their annual goal with their first mailing. 

Background.   One of the NRSC's major donor acquisition control packages was weakening in response.  .The control was very expensive and time-consuming to produce.  Its dwindling success indicated that a fresh approach was needed.  The offer was to upgrade members from $1,000/year to a one-time payment of $10,000 for a lifetime membership.  The high dollar ask therefore featured an elaborate and striking invitation with benefit driven copy.

Solution.  A more personal and less elaborate format was developed that was also less expensive and faster to produce.  The new package included the same information and offered the same benefits, however shorter copy and a business card encouraging prospects to call for additional information dramatically improved response.

On its initial mailing, this package beat the control by 75%.  With additional improvements, the package net over $400,000 on a single 3,500 piece mailing