7GettingValueforaGoodNight'sSleepClientBriefObjectiveExecution&StrategyOverallResults:Clientwaslookingforacreativewaytoincreaserackrevenueattwoclient-ownedpropertiesintheWashington,DC,area.TheclienthadtargetedthestudentsandparentsatAmericanUniversity,whichhasabroadanddiversetargetaudience.ThetraditionalmailingcampaignsgeneratedaninadequateROIfortheamountofeffortthatwasexpended.:Clientwasinterestedinincreasingrackrevenueby$27,000inthefirstmonthbytargetingaspecificgroupandwaslookingatdevelopingandimplementingacreativemedium.Toaccomplishthisgoal,theywerelookingtodevelopandimplementadirectmailcampaign.:AnintroductionletterfromthesalesandmarketingdirectorwassenttotheentireincomingfreshmanclassatAmericanUniversity.Itwasaccompaniedbyacustomplasticpersonalizedmembershipcard.Thecardstatedthattheparentshadbeenenrolled"freeofcharge"intothe"EagleClub",(theeaglebeingthemascotofAmericanUniversity),entitlingthemtoatremendousamountofbenefitswhichincluded:discountedroomratesateitherofthesisterproperties,freegiftseachtimetheycametotheproperty,andaninitialwelcomegiftforthestudentwho'sattendingA.U.Thedirectmarketingcampaignwaslaunchedonaglobalbasisgiventhestudentpopulationcamefromallovertheworld.:Themarketingstrategygeneratedatremendousresult.Asmentioned,theoriginalobjectivewastoincreaseorgenerate$27,000innewrackrevenue.Inactuality,inthefirst20days,theresponseexceeded$127,000innewrevenue,surpassingtheirgoalsbyanoutstanding400%.Duetoitssuccess,theprogramwasreimplementedoversixconsecutiveyears.Developedby:CliffQuicksell,MASCreativeDirectoriPROMOTEu

Checklist8Thereareseveralkeyfactorsthatwillmakeyournextprogramnotonlysuccessfulbutmemorableand,aboveall,measurable.Bepreparedtoanswerafewquestions.Answeringthemthoroughlywillhaveabetterendresult.**Whatis/areyourspecificgoal(s)and/orobjectives?(clearandconcisedescription)*Whoisthetargetaudience?(whoareyoutryingtoattractorinfluence)Whatis/arethekeymessage(s)youarelookingtodeliver?(oneortwokeythrusts)*Whatarethekeybenefits?(what'sinitforthetargetedaudience?)*Whatisthebackgroundandcompetitiveposition?(S.W.O.T.analysis)*Whattypesofcommunicationstrategieshaveyouusedinthepast?(othermedia)*Whatisthedesiredmessageand/ortone?(howdoyouwantthemessagereceived?)-interestedingettingyournameout-branding-initiateasalescall-educatetheaudienceaboutaproductorservice-sellaspecificproduct-customerappreciation-recognitionoranawardprogram-generatesalesleadsand/orreferrals-creategoodwilland/orrecognition-other,bespecific__________________________________________-currentclients,prospectiveclients,resuscitateoldaccounts-typeofindustry-geographicallocationofaudience-companysize-demographicprofile:gender,age,income-psychographicprofile:whatarethespecificemotionaltriggers|painpoints-llfe-styleprofile:conservativeortrendy-numberofindividualstotarget-doyouhaveaccesstothedatabaseofindividualsyouaregoingtotarget?-Strengths-Weaknesses-Opportunities-Threats-PrintCollateral-Radio-Television-SocialMedia-Web-Billboards-DirectMailMarketing-Subliminal-Powerful-Soft-Direct-Fun&Light-ComicalRelatedQuestionstoJumpstarttheProcess