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INNOVATE
30 •
PPB
• FEBRUARY 2016
| Silver Winners
Category:
Distributor/Supplier
Collaboration
Distributor/Supplier:
JR
Resources/Milano Worldwide Corp.
Type of client:
TV show
Target audience:
The cast and crew
members of Comedy Central, and team
at Viacom and the New York City
Mayor’s Office of Film—a total of 250
people.
Timing:
The packages were drop-
shipped between Christmas 2014 and
New Years 2015.
Program’s primary objective:
The
show’s host wanted to send a snow
globe as a thank-you to those who
worked on the show and to provide a
lasting memento of the show’s set in
miniature.
Total program cost (including promo-
tional products, media, printing, pack-
aging, etc.):
$65,000, which also included
logoed apparel for the client.
Strategy and execution:
The show’s
host had a vision and the distributor’s job
was to bring that vision into a tangible
reality. The timing of the distribution of
the product was perfect—to arrive on the
doorstep of every staff member’s personal
residence after the completion of the
final show and in the span between
Christmas and New Year’s Day, to say
thank you and best wishes for the start of
a new year and their next career journey.
Category:
Diversity & Social Responsibility Programs
Distributor:
Geiger
Type of client:
Hotel/resort
Target audience:
A total of 713 existing customers who held or booked events at
one or more of the seven Caribbean and Mexico resort locations.
Timing:
This was a direct mail program sent by USPS Priority Mail in the first week of
December 2014.
Program’s primary objective:
The mailing was sent as an appreciation/goodwill gift
to express thanks for the customers’ loyalty from the resort salespeople.
Total program cost (including promotional products, media, printing, packaging,
etc.):
$25,697
Strategy and execution:
The company has a philosophy of giving back, so “Spirit to
Serve” was developed as the slogan for the outside of the mailer. Inside, the tagline
“Giving Service, Giving Thanks, Giving Back” followed the theme of the mailing to
thank customers and provide them an opportunity to donate. The mailer included a
card that allowed recipients to go online and make a $20 donation to the charity of
their choice as a way of giving back during the holidays. A business card was also
inserted into each package. Each card included a redemption code on the back.
Results:
As of June 2015, 33 percent of the donation cards had been redeemed.
Based on the client’s previous surveys and Direct Marketing Association stats that say
the average rate of return on direct mail campaigns is 4.4 percent, the customer
deemed this campaign to be a huge success.
The mailer included a card that allowed
recipients to go online and make a $20
donation to the charity of their choice as a
way of giving back during the holidays.