When the City of Gladstone needed help building awareness and meeting
membership goals for their new Community Center, they came to Mail Print.
After listening to Gladstone representatives, Mail Print helped them determine
the correct target audience for the Center and built a database of 5,000 high-
potential consumers.

Because the Center was competing with the Holiday rush for their target
audience’s attention, Mail Print created highly-personalized direct mail pieces
with custom imagery and text to capture the attention of recipients. The first
postcard direct recipients to a Personalized URL to sign up for a “Hard Hat”
tour of the Center with Santa.

Online at their Personalized URL (PURL), recipients were greeted by name,
provided more information on the Center, and encouraged to RSVP online for
a tour. This online RSVP led to increased attendance of the tours, and helped
the Center’s staff prepare in advance for the traffic volume.

The second postcard of the campaign was also personalized with the
recipient’s family name, Personalized URL link, mileage to the Community
Center, and an attention-grabbing personalized image. Mailed approximately
two months later, the card invited the targeted audience to the Community
Center’s grand opening with online RSVP.

At the second PURL, online responders were greeted by personalized imagery
and text, provided more information about the Center and grand opening, and
encouraged to sign up for specific demonstrations and events. The PURL also
allowed the Center to capture email addresses for follow-up and future
marketing campaigns.

Overall, the multi-channel campaign Mail Print created for the Gladstone
Community Center resulted in 5% of recipients purchasing memberships, well
above the client’s expectations and industry standards.

Mail Print’s Personalized Calendar was created to demonstrate the advances
in interactive and personalized direct marketing, and how the two can be used
together to increase response rates and recipient engagement. The multi-
channel campaign included a personalized mail piece, microsites (PURLs),
emails, and the resulting calendar.

The first touch of the campaign was a personalized mail piece that explained
the personalized calendar to the recipient, and invited them to visit their
Personalized URL microsite to customize the calendar. The mail piece was
personalized to each recipient with their name, their PURL link and messaging
relevant to their status as a client or prospect.

When recipients went online to their Personalized URL microsite, they were
directed through multiple options for customizing their calendar’s imagery,
choosing holidays to include and adding personal birthdays, anniversaries and
other events. In total, 15.9% of recipients visited their PURL, with 87.8% of all
visitors completing their calendar.

For recipients who did not visit their PURL, or had only partially-completed
their calendar, Mail Print sent several personalized reminder emails that
directed recipients to their PURL. These reminder emails had click-through
rates of 20% and 26%.

Once recipient responses were gathered, the personalized calendars were
produced and delivered within five weeks. The 31-month “flip” calendars
featured personalized images that incorporated the recipient’s name into the
design, and the monthly calendar highlighted the recipient’s special holidays
and dates.