Intelligent Direct Mail Case Study

Target: Youth Savings Program

 

BACKGROUND

The client was a provider of youth programs to financial institutions, specifically targeting credit unions.  They created educational videos to help children understand the value of money and saving, and their programs included the most engaging materials available on the market.

CHALLENGES

As a small company, the client was very successful in closing accounts when they were in direct communication with their customers.  The challenge was to scale this activity to reach a national list of credit unions, and to find qualified leads within a large field of prospects. The client wanted to deliver an ad that would capture the attention of both users and credit unions. Our IP technology needed to be used to cost effectively acquire more customers and clients that would express a strong interest in buying their advertised programs.

STRATEGY

Sharpdots delivered a comprehensive campaign.  Initially, a mail list of credit unions was developed, and names of c-level executives were appended to the data when possible.  From this list of physical addresses, the IP addresses to the credit unions were matched.  The digital ad campaign ran for a period of 4 weeks, during which time, employees at the credit union would see ads for the client’s offer.  At the same time, a physical mailer was scheduled to deliver at the two week mark of the campaign, addressed to c-level executives.  As the campaign continued, with digital ads served, prospects could easily click through to the client’s offer.

RESULTS

A total of 30,306 impressions were delivered to precise targets by the end of this campaign.  The client was able to generate qualified leads through a system for the first time, rather than through individual calling efforts. A matchback process was run at the end of the campaign to allow the client to see which of their leads and closes were as a direct result of their campaign. 

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