Clear Verve worked quite a few direct mail projects this year. One of our most creative and fun projects both BMA and PRSA awards. We also won two other PRSA awards for our recent work. We’re proud of these projects, so we decided to share them as case studies. We hope they inspire some creative thinking.
The client: Skyline Technologies, a consulting and custom technology development firm with a specialty in Business Intelligence (BI).
The challenge: Skyline’s BI services help companies analyze and use the data they collect to make better business decisions. With the boom in electronic medical records, Skyline has helped health care systems use patient data to improve patient care, generate government-required reports, and predict trends. Skyline wanted to introduce itself to major health care systems across Wisconsin and promote this industry solution. However, the decision makers at major health care systems are notoriously hard to reach.
The solution: Clear Verve developed a two part direct mail program. The first part of the series was a decoder mailer booklet with decoder glasses. (The kind you played with as a kid.) The mailer illustrated the common challenge for health care – an abundance of data with no context. Each spread in the booklet featured information about the benefits of Skyline’s BI services on the left side. The right side featured a question that related to a random fact that was obscured by red dots. To read the answer, the recipient had to look through the red lens decoder glasses, which were provided with the booklet. After phone and email follow up, individuals received a custom wrapped book that explained that the reader could learn how to better implement BI by reading the book, or they could simply call Skyline.
Breathing new life into a 50-year-old brand
The client: TEC Midwest, an organization that has been dedicated to increasing the effectiveness and enhancing the lives of CEOs in Wisconsin since 1957.
The challenge: TEC members join groups made up of CEOs in non-competing industries. These groups provide their members with a place to bring their most difficult and confidential problems and get tremendous insight from people with a high level of knowledge who have their best interests at heart. This model has been shown to help businesses greatly increase revenue and grow faster than they ever thought possible. However, the organization was challenged with a reduced level of name recognition and membership.
The solution: Clear Verve conducted a survey to understand why members originally joined TEC and their current perceptions of the organization. This survey revealed a significant disparity between the message TEC thought it was communicating and what prospective members were hearing, leading to the development of a new tagline and ad campaign. In addition, Clear Verve revamped all the organization’s marketing materials to reflect this new theme and deliver a consistent message across all channels. Results are significant. Membership is at its highest levels in over a decade and meetings are more well-attended.
Jackie Costa is the director of content marketing at Clear Verve. She works with clients to communication more clearly and create smarter, better, channel-appropriate content. Listen for her on Twitter as @JackieMCosta.
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