Challenge: Promote a new safety seminar to local residents.
A local utility company planned to implement neighborhood safety seminars to promote its concern for the wellbeing of its customers. They needed to make the seminar dates known to encourage attendees and bring awareness to their mission.
Solution: Develop a direct mail campaign with a custom notepad.
To stimulate awareness and interest in the seminar, the company utilized 1,000 made-to-order notepads and memo holders. The company screen printed the seminar logo in three colors on the notepads to make it pop. Then the utility company mailed it out as a “teaser invite” to area residents. If they came to participate at the seminar, they would receive the memo holder to complement the notepad. To reinforce the purpose of the safety meetings, six key points were printed on each page of the notepad.
Result: The outstanding mail-out achieved a high response rate from residents.
The catch of the invitation functioned to generate vast interest in the safety seminar and the custom notepad truly made the direct mail piece stand out. Recipients had to RSVP that they would attend in order to receive the matching memo holder, which elicited a very high response rate and attracted many locals to the seminar. Once attendees arrived, they received the attractive memo holder in a keepsake gift box. To top it off, the utility company offered additional notepads as leave-behind gifts at the seminar. From that point, the seminars consistently enjoyed strong attendance, making the promotion very successful.
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