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| Objective: | To generate referrals to an adolescent substance abuse program. |
| Strategy Execution: | The target audience-1,000 juvenile court judges, school guidance counselors, teachers and clergy in the states of Florida, Georgia, Alabama and South Carolina - was told by mail that the LIFE Program had come under the direction of the hospital. The theme, “A Kid On Drugs Can Sink The Entire Family” was used, along with graphics featuring a family photograph “sinking” into a turbulent sea. To encourage recipients to call the LIFELINE with concerns about any youth they were working with, the mailer included a life ring clock, a rolodex card and business reply card. The direct mail/specialty advertising campaign was supported with a variety of media including outdoor, radio, newspaper and trade journal advertisements. |
| Results: | The advertiser reported 300 requests for more information, and 10 admissions to the LIFE program attributed to the campaign. |
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| Objective: | To increase awareness of the advertiser’s commercial loan program; to add five new commercial loans. |
| Strategy Execution: | Decision-makers at 200 small to medium size businesses were targeted by mail to receive promotional products packaged in brochures. In each piece, product and copy were related, e.g., a money clip with copy pointed out “…after 100 years, we’ve got things rolling at a pretty good clip.” Or, “We’d like to show you the light” about commercial loans with an enclosed pen light. |
| Results: | By as early as one-third of the way into the six-month program, “we have achieved 40 percent of our goal of direct business inquiries,” said the advertiser’s vice president of planning and development. |
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