Supplier: Logidec/Moore
Campaign: TD Canada Trust
Integration Mailing
Client: TD Canada Trust
Agency: Response Innovations Corp.
President: Stephen Forchon
Copywriter: Terri Favro
Art Director: Susan Rynasko
In August 1999, TD Bank and Canada Trust announced that they would merge their retail banking operations to form TD Canada Trust. The merged company then needed to build an easy-to-understand integration communication package that would inform 3.8-million customers about all the changes to their accounts and services. TD Canada Trust wanted to ensure that the high level of service consumers had come to expect would not be diminished after the merger.
A direct mail package, which ran from March 1 to July 6, 2001, was produced containing a personalized Accounts and Services guide for each customer. (Guides were created using proprietary ‘virtual imaging’ technology.) Each guide summarized only the changes that would be experienced by the individual who received it. The package also contained a Terms and Conditions booklet (specific to one of six different customer segments). The package was wrapped in a coloured polybag to ensure maximum impact.
Results were positive. Not only was there minimal attrition to the customer base, but market share actually continued to grow.
Supplier: Graphic Resources
Campaign: Diary of a Direct
Marketer: The Personal Touch
Agency: Mosaic Direct & Interactive
Creative Director: Scott Pinkney, Mosaic Direct & Interactive
Copywriter: Bonnie Lester, Lester Communications
Art Directors: Scott Pinkney/Bill Cowie
Fine paper distributor Graphic Resources recognized a relatively untapped market in the direct marketing industry – one that clearly had huge paper requirements. So the company created a user-friendly, hands-on educational tool designed to help simplify the complexities of paper specification. The book – Diary of a Direct Marketer: The Personal Touch – (a sequel to Diary of a Direct Marketer: The Paper Years, published in 1999), was made available to anyone in the direct marketing field, free of charge.
The program was promoted through trade shows and customer rep. visits. It aimed to increase the brand profile of Graphic Resources within the direct marketing industry, educate consumers on the advancements in paper technology and increase paper sales to target audiences. The fictional John A. Sample was used as the narrator of the book – he was positioned as the most knowledgeable man in the field of direct marketing, taking readers through the industry.
The program continues to gain recognition within the direct marketing industry, and is now being used as a training tool for direct marketers. What’s more, it has helped build Graphic Resources’ reputation in the industry, leading to unprecedented business penetration and increased sales.
