Delta Dental Collateral
Situation: Delta Dental of Arkansas needed to upgrade its collateral
materials with a focus on new benefits offerings and a
strong family orientation.
Solution: “Family Matters” was developed as an overall theme for
the company. The company’s ability to structure
individual benefits plans based upon individual family
needs came through via “Focus” references throughout
the piece. In addition to the brochure, a slim jim and
presentation folder, along with a trade show booth, were
developed. The slim jim became part of an overall lead
generation program for benefits consultants -- potential
businesses of a specific size were targeted in mailings,
with outbond telephone call follow up to generate
leads for brokers, helpful in broker recruitment efforts.
A sales incentive campaign for brokers was not
implemented; however, brokers reported increased loyalty
Brochure/Folder and Slim JIm
Trade Show Booth Graphic
from the lead generation process it offered them. The
overall campaign was a Gold Quill winner for 2002.
Enterprise Bank Online Banking Campaign
Situation: Online banking saves banks an average of
one half cent per bill pay transaction. Enterprise
Bank wanted to increase the number of its
User Guide -- two
online banking customers, which included both
personal and commercial account holders. Two
new online banking applications were developed
expressly for these two audiences.
The online banking services were given the
names “EBDirect Personal” and “EBDirect
Business.” To launch the services, posters in
bank lobbies were developed, and a direct
mail piece was mailed within bank statements.
Bank Loan Officers were also given a CD-ROM
they could use to demo the service. A Loan
Officer incentive component was attached to
the program, rewarding Loan Officers for
Bank Lobby Poster conversions (Colorado trip) Mousepads and a
User Guide were given to enrolled customers.
Results: 1100+ customers enrolled the first year, a 200%
increase over initial projections. A benchmarked
focus group study cited that Enterprise Bank’s
support of bank customers was over and above
anything that other banks offered, increasing
Note: Full training of all bank Loan
Officers was a signficant part of this
effort -- approximately 70 Loan Officers
received hands-on training on the use
of the CD-ROM, access to an actual
online banking demo, etc. Training was
completed via six 2-hour workshops
held in four bank locations. The bank’s
200+ employees received details about
the promotion for fulfillment purposes.
Givaudan Sampling Program
Situation: The company was introducing its new line of ice cream variegates targeted at
manufacturers who had not contracted with the company before. Companies
such as Ben and Jerry’s use the variegates made by Givaudan, but for smaller
companies, the company’s products are generally thought to be too “premium
priced” and large order quantity requirements are prohibitive to them. The
Brochure cover and
new line did not have a name.
interior pages describing
ice cream variegate line.
Solution: A direct mail sampling offer was extended to the ice cream manufacturers
from an InfoUSA list. The direct mail consisted of a brochure designed
with a spiral binding to add dimension to mailing envelopes. Creatively, the
variegate (when mixed with ice cream) resembles nebulae in space. This
prompted a graphic approach depicting a mother and child looking at the stars,
the name of the line “Just Heavenly” and a sweepstakes offer extended to
manufacturers for sampling the line. Prize options included a Kennedy Space
Center vacation and space related merchandise such as telescopes. Creative
copy tells the reader to “Explore,” “Discover,” “Experience” each flavor option
by taking advantage of a free sampler offer wherein the variegate would be
tried out in the manufacturer’s ice cream production process. When sampler
boxes were mailed, a free ice cream scoop was included, along with survey
sheets designed to gauge (and capture) manufacturer impressions for additional
follow up telephoning and letters from Givaudan sales representatives.
A 20% response rate was achieved through a combination of direct mail
and telephone follow up. Over 100 ice cream companies took the company
up on the sampler offer, with 30 converting. A single “conversion” in this
instance means that the manufacturer decided to
implement the new variegates into the product line.
Announcement piece with sampler
box and free ice cream scoop
IMA, SITE & ISPI SUPPORT
Over the course of the last five years, I
have supported the SITE Foundation
(Society of Incentive Travel Executives) the
Incentive Marketing Association (IMA) and
ISPI (International Society for Performance
Improvement). This work includes white
paper editorial services, creative layout and
design, as well as instructional design, test
items, and CPIM (Certified Performance
Improvement Manager) review services
(panel reviewer of CPIM prospect submis-
sions). Most recent projects include creative
editorial/design of a white paper for the OIC
(Online Incentive Council) as well as the
PowerPoint presentation (Principles of
Incentive Program Design) used at the
annual Motivation Show, of which the IMA
is a primary sponsor.
Note: The projects shown are only those that were available for screen
shots at this time. Numerous other applications include e-learning
applications distributed over client intranet sits and e-learning
portals. These include Minolta, TQ3 Travel Solutions, additional
pages for Meridian Enterprises, as well as Daiichi Fine Chemicals,
Merit Behavioral Care, Brock Manufacturing, and others.
Sales Development Associates
Daubert Chemical Company
American Buildings Company (Face lift support only)
United Health Care
Magnatrax Companies Lead Generation Programs
Situation: Kirby, Gulf States Manufacturers, Architectural Metal Systems,
Kirby -- “Grounds For Success”
Premiums are coffee related, and CBC Buildings are owned by Magnatrax, a manufacturer of
starting with a bag of Starbucks
metal buildings for commercial, retail and institutional customers.
coffee. Final premium is a thermos
Magnatrax wanted to introduce each of its companies in a
brought to the meeting by the Kirby
unique way to potential metal building contractors in order to
introduce the lines and acquire them as builders.
Solution: Four separate and disinct builder recruitment efforts were set
up for each company. Consisting of a combination of direct
mail, e-mail and telephoning, these integrated campaigns included
direct response data collection to qualify leads, for database
marketing, and lead communications to individual sales reps.
Being frequency-based, different premiums were included in
each mailing. Final premiums consisted of gifts with values of
Gulf States -- “Make Your Mark”
up to $30 that were brought to the prospect by the rep at the
Premiums are drawing/design
time of the scheduled sales meeting.
related, such as an etch-a-sketch,
and toy drawing pad. Final premium
is a Fisher Space Pen brought to
Results: Overall response from qualified prospects (based on survey
the meeting by the Gulf States
data completed in business reply cards and in follow-up tele-
phone calls) who requested a meeting with a company sales
rep averaged 30%.
CBC -- “The Right Combination”
AMS -- “Journey To The Top” Premiums are “illumination
Premiums are “journey related” -- things” that require each other,
road atlas and compass are in such as a candle and
initial mailings. Final gift of matches, flashlight and
binoculars is brought to the meeting batteries. Final premium was
by the AMS Sales Rep. a spotlight brought to the
meeting by the CBC Sales Rep.
Komatsu Dresser “Undercarriage
Reeves Mass Casualty
Web Based Catalog
“Virtual Village USA” Dept of Veteran Affairs -- Home Appraisals CD-ROM
and elearning Application
US West CD-ROM and
Satellite Feed For Meeting
Komatsu Dresser Engine
Nissan “MAPS” CD-ROM -- How to Specify
Anheuser Busch Technical Skills Training CD-ROM/Intranet Based Programs
Vehicle Orders and Manage Inventory
Ported over elearning center
Stocking Plans (Dealership training)
Situation: The company’s goal was to increase loyalty among one of its merchant channel
partners: xpedx. Training had been identified as a central issue -- most notably,
the need to understand and capitalize on the growing in-plant printing market.
The fact that the distribution channel had experience in the market meant that
the training must be offered in a non-indicting way. Being an elective course, it
had to be fun and have a loyalty building component.
Solution: A program was created wherein International Paper representatives would visit
xpedx locations and hold 30-minute to one-hour seminars on sales topics such
as lead generation, setting appointments, etc. The program (titled “Treasure
Quest For Sales Success) was centered around a series of “golden nugget”
cards that would be presented to the xpedx representatives every quarter
within a meeting held by the IP representative. One side of the card held the
training information (e.g., how to determine in-plant sales market decision
makers) the other an area to write for the xpedx rep to write in a best practice
for submittal to IP -- the best and brightest solutions reps have discovered
through their experiences in selling to the in-plant printing market. For each
card mailed back that contains a best practice, the submitter receives an entry
for a trip to a tropical locale. Thus, the more best practices submitted, the
Results: greater the chances of winning. Because the International Paper Rep will
win if his/her xpedx rep is chosen as the sweepstakes winner, the IP rep had
an incentive to use the program. The program offers the additional benefit of
providing a solid reason for the xpedx rep and the IP rep to also discuss
additional paper products and sales results in the branch.
Results: The program is currently being deployed. Participation is expected to be high
given the incentive component and best practice portion. In addition, all
best practices will be assessed, with the submitter’s name included in an
U.S. Dept. of Veteran Affairs Multimedia
The U.S. Department of Veteran Affairs needed to communicate
revised policies and procedures on how a residential appraisal
should be conducted and to train additional field appraisers.
The Department’s plan was to begin with a multimedia program as
initial training and, at a later date, make the program available
over the internet.
Solution: “Virtual Village USA” is a media rich multi-media program that
simulates the field appraisal process. Following an introduction
and “how to” guide, the program is centered around ten
increasingly difficult to solve case studies. Users click on the
case to receive property information, along with the necessary
resources to solve the case. Elements of the user interface
shown include the ability to:
1) Access the property
2) See the floorplan
3) Click on the cameras to view details about the property
4) Compare comparable properties
5) Complete a field appraisal report
The program is graded electronically based upon pre-defined
criteria that includes overall correctness of the report as well
as dollar value of the appraisal.
Results: End users reported over 95% satisfaction using the tool. The
program is currently being repurposed using Flash for
Wyffels Hybrids Loyalty Program
Situation: Wyffels Hybrids is a genetic corn producer that wanted to
increase customer loyalty by way of gathering input from
its customers concerning the efficacy and overall satisfaction
level with one of its hybrid corn varieties (rootworm corn).
Given farm customer (producer) reluctance to participate in
surveys and issues with the do-not call list, the company
elected to utilize a direct mail with an offer to maximize input
and thus survey validity.
Solution: Feedback on the product -- how it performed in the producer’s
field -- would be most helpful if it included information as
to the actual degree of rootworm infestation. Asking a pro-
ducer to complete a survey is hard enough -- expecting
one to provide details that might require a trip to the field for
soil testing -- more difficult still.
Farm producers are largely hunters and fishermen. Taking
this into account, the concept of a direct mail program with
the theme “Fishing For Feedback” was created. The offer of
a $20 Bass Pro Shop Gift Card (Fishing) in return for survey
completion (Feedback) made the difference.
Approximately 3,000 surveys to rootworm corn customes in
Indiana, Iowa, Ilinois and Missouri were mailed. Survey forms
included various additional information such as a request to
contact via phone in the future, along with questions about
Results: Nearly 60% of all farmers surveyed completed the survey
and took advantage of the Free Gift Card offer. More than
one farmer-dealer in the trade area stated that this program
was one of the most well conceived customer research/
loyalty building initiatives ever offered by a seed company.
xpedx Color Force Event Launch
Maxizing attendance at the event would come through a special prize
Situation: xpedx is a channel partner with Konica-Minolta. The company wanted
offer to all who used the secret decoder (printer’s loupe) provided in the
to introduce its new Color Force laser printer to in-house an contract
mailing -- identify the prize (embeded somewhere on the last page)
print shops through an event where a full demonstration would be held.
and write it in on the business reply card. This approach forced the printer
to inspect the print quality (in order to “decode” the prize he/she can win
An integrated campaign utilizing a combination of direct mail and
Solution: by attendingthe Open House Event.
outbound telephoning was created. The mailing consisted of a comic
book describing the perils of a typical print shop manager with Over 30% of recipients mailed back business reply cards and attended
“ColorForce Man” coming to her rescue. the Open House. One laser printer sale equals $20,000 in profits -- the
company sold four machines for an overall ROI of 5:1.
Enterprise Rent A Car
Midas Mufflers HON Cadillac
Alflex (Commonwealth Aluminum)
Situation: The company needed to launch a new electrical conduit product (AlflexEZ)
to electrical equipment dealers. Company policy dictates that dealers must
stock the product at a certain level. Dealers sell through to electrical
Solution: The product consists of a traditional electrical
conduit with a pull-string installed which eliminates the need for the
electrical contractor to string electrical wire through -- a very
time-consuming step that reduces the contractor’s productivity
(and thus profits) during installations. The creative theme of
“It helps to have a little pull on electrical installations” was
used to state the key benefit of the product.
To gain stocking from dealers, a “pallet profit” promo-
tion was put in place. Dealers who stock at a
defined level (purchase a pallet) will receive special
pricing along with point-of-sale materials promoting trial
to customers. The chance to win a sweepstakes prize was included
as well. The Alflex direct sales force received incentives for launching
the effort among their dealers. Direct sales people earned American
Express Gift Cheques for (1) making presentations to dealers about
the promotion; and (2) acquiring dealer pallet orders.
Results: Program goals were to market and sell approximately 1000 pallets of the
new conduit. This goal was exceeded by 20%. Participation among the
dealers was 60% which surpassed overall participation goals by 10%.
Direct mail example (postcard front and back). Overall project earned a
TAM (Targeted Advertising & Marketing) award from Business Marketing
American Buildings Co. Builder Recruitment Program
Situation: The metal buildings industry is highly competitive. Builders can
choose from a host of manufacturers as authorized builders.
Companies therefore recruit builders yearly. Those firms that
offer the greatest value are positioned most favorably with
Solution: A year long builder recruitment effort was centered around
nine key reasons for selecting it as the provider of choice.
These nine reasons became “tactics” from a creative
standpoint, with the theme “Strategy -- Play To Win” the
overarching message. Through the nine tactics -- advertising
support, direct mail, training, lead generation, and more -- the
builder would be positioned for success.
The campaign consisted of a series of direct mail pieces. The
first mailing equated success in the game of tic-tac-toe to
business. The second presented award winning buildings
within a brochure having the same cover. Business Reply
Cards with each mailing offered an executive toy -- a lucite
board game. Essentially a matched pair program, the pieces were
hand-delivered by the ABC District Sales Manager at the meeting.
Results: Requests by builders for the executive toy approached 40%.
A total of 50 new builders were recruited. The value of an
average metal building is approximately $100,000. One
building by one of these builders paid for the program.
Situation: Brock is a manufacturer of grain storage, treatment and handling equipment
selling through independently owned and operated dealerships. Many of
the dealers were not selling the full line (only selling grain bins, but not
handling or treatment equipment) and in fact represented other manufacturers
as well. The company needed to increase the product mix and overall
loyalty among its dealers.
Solution: Market research conducted among current Brock and non-Brock dealers
revealed perceptions of product superiority. Non-Brock dealers even said
they would happily carry the line. This input justified a program that became
known as the “Best of Brock” Dealer Program. Following dealer/grower
mapping to determine market size, current product mix, location of competing
dealers, etc., current Brock dealers in specific areas received an enrollment kit
detailing the program offer: Special advertising, direct mail, image, sales
incentives, training, and other activities could be purchased by Best of Brock
dealers from cooperative marketing dollars they would receive with their Best
of Brock enrollments. Dealers could select mailing list options, ads, and four
customizable direct mailers as part of their marketing efforts. The direct mailers
allowed dealers to select specific sales messages, pricing amounts, etc., relative
to their markets. A condition of enrollment included the requirements to stock
minimum quantities of ancillary equipment (improve the mix) use the direct
mailers (be active marketers) attend training (be more technically proficient), etc.
Because of positive non-Brock dealer perceptions about the company and its
products, these conditions were not perceived as a threat to alienating dealers;
the data showed that if a Brock dealer elected not to participate, there were
other dealers that could serve as suitable replacements in that local trade area.
Brock District Sales Managers (DSM) were charged with presenting the Best of
Brock program to their dealers and earned an incentive for doing so (travel).
DSMs and their dealers were given access to grower leads via a special
Best of Brock internet site.
Results: The goal of 85 participating dealers was surpassed -- 150 out of approx. 500
dealers enrolled as Best of Brock dealers. The Best of Brock dealer
campaign won a Gold Quill and Gold TAM in 2004. The program approach
has been copied by at least one other grain storage systems manufacturer
Enterprise Bank Check Imaging Campaign
Situation: This St. Louis bank was implementing its new check
imaging system, and was concerned that its customers
would have issues with the changeover from printed
checks to imaged checks.
Solution: An overall campaign was developed consisting of a
free binder for bank customers to store their check
image monthly statements, along with inserts describing
how to read them, the benefits, etc. A direct mail piece was
created as well in order to announce the new system and
to tell customers to come to the bank to receive the free
binder. Additionally, the brochure reinforced the avail-
ability of the bank’s new online banking system. Posters
for the bank lobby told customers to ask for their
Results: This 02-03 program was proclained the most successful
campaign ever implemented by the bank. No customers
left the bank as a result of the change to imaged statements.
Online banking sales increased by 20% over the previous period.