Winners by Category – Direct Mail

GOLD (Two-way tie)...

GOLD (Two-way tie)

Client: ClubLink Corporation

Campaign: Member Acquisition Direct Mail

Agency: Sharpe Blackmore Euro RSCG; Directer Direct Marketing Resource

If Tiger Woods’ popularity has proved anything, it’s that the old-school stuffiness usually associated with golf is finally fading. Golf is fun. That’s the point ClubLink wanted to get across in its drive for new members last year.

The recreational resort company sent out three mailings to prospective members culled through its in-house database and segmented according to several factors, such as age – special financing was available to those under 35 – and the number of times played at a ClubLink course.

Each mailing featured a different promotion (free golf lessons and a weekend away, for example.) To emphasize the ‘fun’ attitude of ClubLink, the first mailing suggested the excuses a golfer might offer in order to get out of work for the day. The second mailing – which included a set of ear plugs – warned that one’s friends wouldn’t want to hear about the great golf games the member would soon be playing. The third took a more serious tone, outlining the many resorts around the world at which members could play.

The first wave resulted in the acquisition of 120 new members – three times the set target. Meanwhile, the second wave translated into membership sales exceeding the previous year’s results by over 600% – particularly impressive when one considers that this was a mid-winter mailing when golfing was but a dream for most prospects. Results from the third wave are not yet available.

GOLD (Two-way tie)

Client: Recruitsoft

Campaign: Lead Generation Program 1999

Agency: Continuum Relationship Marketing; Bos Advertising

Creative Director: Bob Angle

Copywriter: Jane McDonald

Art Director: Jane McDonald

Recruitsoft, an Internet start-up based in San Francisco, launched in the summer of 1999. Its product is a Web-based recruiting tool that allows Fortune 500 companies to manage their recruiting process online.

Because the concept is so novel, it was necessary for the company to seek out the appropriate influencers and decision-makers and educate them about the value of this type of tool.

The company first created a database of 2,000 prospects. The goal was to get the sales reps past the door into the offices of the prospects where the benefits of Recruitsoft could be pitched. But, first, it was necessary to push past the gatekeeper.

The first step was to send out a teaser e-mail to the prospects, linking them to the company’s Web site and letting them know that something important would be arriving at their desks in a few days.

A box was then delivered. Inside was a brochure outlining the benefits of Recruitsoft, along with a pewter wine funnel and branded satin pouch. The funnel metaphorically communicated the importance of ranking job candidates – it reinforced the brand message and made a lasting impression.

The third step was a phone call, made by one of the regional sales associates.

Recruitsoft was thrilled with the results. The number of sales meetings secured by sales reps was nearly double what was originally anticipated.

SILVER

World Vision Canada for its Birthday Card Bounceback program, developed by Russ Reid Company.

MERIT

Mazda Canada for its MazdaTown Welcome Kit, developed by Carlson Marketing Group Canada.

MERIT

La General Motors du Canada for its L’aventure Montana, developed by Blitz Promotion Data Direct.