To implement an integrated direct marketing program with a personalized greeting.
Mix a traditional direct mail program with expanded online feature directing recipients to a website to initiate an online registration.
The direct mail creative featured a celebratory message recognizing the recipient’s birthday, and provided copy that suggested compelling reasons requesting completion of the online registration form.
During a meeting with Scott Kelly from Express Printing and Graphics, we were introduced to the Quick Response Code (QR Code). After Scott explained the opportunities and potential of this new technology, we then determined that this project seemed to be the perfect opportunity to incorporated the QR Code into the design. In addition, Scott suggested that we incorporate analytics into the program to measure the direct response activity to the website and registration form.
To ease the registration process, the Quick Response Code was incorporated into the design, and used to provide direct access to the registration form page, avoiding a search of the entire website. This provided mobile access and saved the potential registrant lots of time.
To date we are tracking the analytics, and have met our client’s monthly registration goals, and are increasing overall exposure of the client’s brand.