USi Mask DM

USi hired us to develop a lead generation campaign for their Application Management services group. They were just emerging from bankruptcy, which created numerous marketing hurdles. They were also trying to reach C-level executives who have impassible gatekeepers.

We determined that we'd need to "hit 'em hard," hit 'em often," and hit 'em with packages so unusual that they would get through the gatekeeper, with offers so compelling they'd produce a response. We created a five-step, interactive mailing, versioned for three target audiences, with different messaging to reflect their different experiences with in-house application management.

Through a series of masks depicting emotions - frustrated, overwhelmed, confident, and successful - we communicated an empathetic understanding of the recipient's dilemma and feelings, and offered the USi solution, positioning USi as the resource to take them from frustrated and overwhelmed to confident and successful.

Working with our client, we projected a 1.5% response rate from direct mail, with a 1% added boost from outbound telemarketing. With actual response rates hovering at 7%, inside sales reps were so busy there was no time for the outbound telemarketing!

This campaign won a DMAW Gold MAXI Award and a Gold ADDY Award.

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