04.01.2009 Author: Nye Ohrberg
| Company Name |
American General Annuity |
| Award Level |
Silver |
| Industry Category |
Financial Institutions |
| Industry Name |
Finance Companies |
| Award Year |
2000 |
| Promotion Amount |
$10 or More |
|
|
|
|
| Promotional Objective(s) |
- Introducing New Products/Services
|
| Objective |
To increase awareness and sales of a new American General Annuity product by 100 percent.1 |
| Strategy Execution |
Targeting 2,000 agents in one of its selected banking institutions, American General Annuity launched the highly effective “Race To Success” campaign. The auto race theme was supported by a series of scheduled mailings consisting of items such as a race car tumbler, a race car inkbed and sticky notes with racing graphics. The mailings also displayed several messages using racetrack terms and clever wordplays to explain the annuity product and its features. The first mailing contained coupons that could be redeemed for the first and fifth sales of the product. The first sale coupon was redeemed for a 13-piece tool kit featuring the “Race To Success” imprint. The fifth sale coupon earned the holder a mini-maglite with racing graphics. |
| Results |
The program, lasting only two months, generated enough interest in the product to increase sales 250 percent-well above the anticipated goal. |
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04.01.2009 Author: Nye Ohrberg
| Company Name |
3M Promotional Markets |
| Award Level |
Bronze |
| Industry Category |
Services |
| Industry Name |
Marketing and Advertising |
| Award Year |
2002 |
| Promotion Amount |
$10 or More |
|
|
|
|
| Promotional Objective(s) |
|
| Objective |
To increase the number of authorized distributors attending the 3M booth at the January 2001 PPAI Expo. |
| Strategy Execution |
Adopting a “Late Show With David Letterman” theme, 3M sent postcards to authorized distributors six weeks prior to the trade show. The postcards listed the “Top Ten Reasons” to visit the 3M booth. Upon their arrival at the booth, the distributor attendees participated in a five-station presentation and received a Polaroid photo frame of themselves posed with a Letterman look-alike in front of a New York backdrop. They also received a 3M Promotional Products personal organizer containing a list of “Top Ten” sales ideas. Emphasizing the notion of promoting 3M product applications as opposed to simply selling product, 3M sales reps were also invited to watch a satellite TV broadcast training session that explained how to present the sales applications of 3M products. Upon returning home, all show attendees received a full-color reproduction of the “Top Ten” sales ideas as a thank-you for coming. |
| Results |
At the same show one year earlier, 20 percent of the booth attendees were authorized sales distributors. Thanks to the Letterman promotion, this number rose to 80 percent and the overall attendance by qualified distributors was up 60 percent. |
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12.22.2008 Author: Nye Ohrberg
 |
| Company Name: |
Piedmont Hospital |
| Award Level: |
|
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
|
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
While keeping its maternity center open during remodeling, the advertiser wanted to alleviate patient stress; attract new patients; thank staff who served during renovation; bring people to an open house; and attract media coverage of renovated facilities |
| Strategy Execution: |
The 500-bed acute care hospital elected to keep its maternity center functioning during a renovation and creation of a women’s wellness center. The target audience of 3,000 included patients, medical staff, hospital board and administrators and ultimately, the local media and community. “Celebrate Life” was the theme, and patients during renovation were issued terry-cloth robes for their stay along with radios with earphones. When the new family member arrived, buttons and yard signs reading, “It’s a Boy (Girl)” were distributed, with stickers reading, “I am a big brother (sister)” given to siblings. The babies were given T-shirts. Shopping bags containing safety plugs, baby sitter memo magnets and other specialties were set out in a cradle for new parents to take. An unexpected highlight was the 90-foot plywood temporary wall over the construction area - new parents were invited to sign the wall, then began to add baby footprints, original art and birth announcements. When the renovation was completed, art from “The Wall” was used on hospital literature, open house invitations and news releases. Coasters constituted the invitation, four-mug sets with wall art were given to parents whose art was used, and maternity wing nurses received coaster/ mug sets. The media were invited with yard signs, coasters and mugs festooned with balloons. All pieces emphasized the “wall that didn’t divide.” |
| Results: |
The target for the open house was 200, and more than 600 attended. Two of three television stations and the leading local newspaper covered the event. |
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12.17.2008 Author: Nye Ohrberg
 |
| Company Name: |
Walter W. Cribbins Company, Inc. |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Motivating Salespeople/Sales Department Employees
|
| Award Year: |
1997 |
| Promotion Amount: |
Distributor Self-Promotion |
|
|
|
| Objective: |
To change the 80-year old company’s business direction from product orientation to problem solving or program emphasis. |
| Strategy Execution: |
After bringing key salespeople to the PPAI Winter Show in Dallas, where they realized that they were already creating many programs as exciting as some of the award-winning Golden Pyramid entries, account executives were challenged in a “Pyramid Power” program. The program, introduced in all nine offices of the company, was developed to maintain awareness of the need to be creative in formulating solutions for clients. The very best of the programs would be picked by the company to be submitted to PPAI’s Golden Pyramid competition. To launch the program, a folder stamped with the “Pyramid Power” theme was given to each salesperson. Inside was information on the Pyramid competition with a cover letter explaining the campaign. Entries were due at the end of each quarter, so reminders were sent in the form of an imprinted pyramid-shaped Tri-Liter. When an entry was selected, it was photographed and a miniature Lucite pyramid was given to the account executive to display. Imprinted mylar bags were given to the executive to collect the promotional products used in the campaigns to submission to PPAI. The executive also earned points toward attending the Dallas Show. |
| Results: |
A third of the executives submitted entries. While the company had only one entry in the previous year’s Pyramid Competition, after this promotion, it had 13 entries |
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12.17.2008 Author: Nye Ohrberg
 |
| Company Name: |
Booker Promotions |
| Award Level: |
Silver |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Encouraging Attendance/Involvement
|
| Award Year: |
1998 |
| Promotion Amount: |
Distributor Self-Promotion |
| Distributor: |
|
|
| Objective: |
To increase business by educating clients on the uses of promotional products. |
| Strategy Execution: |
Booker Promotions staged a “Magic of Promotional Products” case history seminar. They teased the event with a wide variety of magic themed products and invitations, such as a top hat stick fan and magic wand pencil. During the seminar, slight-of-hand tricks introduced the discussion of product case histories. Attendees completing the seminar received a thank you CD and a mug with the message, “I learned to promote at Booker Promotions Ad-Expo.” |
| Results: |
Originally expecting a possible turn out of around 35 attendees, Booker Promotion reported a total show attendance of 185. |
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12.16.2008 Author: Nye Ohrberg
 |
| Company Name: |
Dutch Creek Elementary School PTSA |
| Award Level: |
|
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Non-Profit & Related Businesses |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To raise funds for school equipment and programs. |
| Strategy Execution: |
While the cost of educating children continues to increase, financial support has declined in many districts, moving responsibility for fund-raising to local schools. The Dutch Creek Elementary School Parent-Teacher-Student Association sought a way to increase school spirit and raise funds without having children go door-to-door, which can sometimes be dangerous. The specialty advertising counselor developed a Run-A-Thon program involving students getting pledges for their laps during gym class or on school property. The “Spirit Runner” logo was developed and imprinted on buttons, pencils and stickers in the school colors for the kick-off assembly meeting. The program included a notebook for leaders with instructions, sample pledge forms, letters, etc. Based on pledge amounts, students could earn prizes such as “Spirit Runner” mugs, T-shirts, sweatshirts, sweatpants and barrel bags. These prizes were awarded to students during classroom award ceremonies. |
| Results: |
An increase of 24 percent over the previous fundraiser netted an additional $4,000 for the school. Pledge money was collected by 58 percent of the student body, an increase of 152 percent over participation in the previous program. |
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12.12.2008 Author: Nye Ohrberg
 |
| Company Name: |
Convention Bureau, Eugene Chamber of Commerce |
| Award Level: |
|
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Non-Profit & Related Businesses |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To attract convention business to a city by turning the cause of its negative reputation into a positive feature. |
| Strategy Execution: |
As did the rest of the state, the city of Eugene had to contend with an inordinate amount of rainfall, and consequently a bad reputation (which produced bumper stickers proclaiming, “Oregonians never tan…they rust” and the nickname “The Ducks” for the University of Oregon football team). In order to emphasize that although rain is not appreciated in some areas, in Eugene the “convention climate is salubrious,” the specialty advertising counselor developed a “raincoat gauge”-a thermometer and humidity indicator mounted on a card picturing a duck wearing a raincoat. When rain threatened, the humidity indicator changed color. Copy urged, “Rain or shine, be seen in Eugene.” “Gauges” were mailed to 2,000 meeting planners, associations manager and VIPs, along with accompanying literature reciting facts of interest to convention planners, such as the number of new hotel rooms being built and the recent bookings. Postage-paid cards were enclosed for the convenience of those requesting additional information. |
| Results: |
Attributed directly to the raincoat gauge promotion, was one convention in which the 250 delegates were expected to spend $20,000 during their two-day stay. An increase of 50 convention bookings over the previous year was expected to produce an additional $1 million in revenue for the city |
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12.11.2008 Author: Nye Ohrberg
|
| Company Name: |
Sun Banks of Florida |
| Award Level: |
|
| Industry Category: |
Financial Institutions |
| Industry Name: |
Financial Institutions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
|
| Promotion Amount: |
|
| Distributor: |
|
|
| Objective: |
To promote the opening of a new bank building, and consequently to increase deposits. |
| Strategy Execution: |
The advertiser desired to initiate a low-key, relaxed campaign directed to a small community, the majority of whose members were farmers and cattle ranchers. Therefore, this affiliate of a major bank holding company sponsored an “Ice Cream Sun Day” (the title of this event reflecting its name). Newspaper and radio advertising invited the community to the ice cream social. Upon arrival, bank officers (who did not attempt to sell the bank’s services) greeted the guests; they were then served ice cream in plastic sundae bowls imprinted with the bank’s logo. The bowls were theirs to keep after the event, and jars of ice cream toppings were offered as drawing prizes. |
| Results: |
A crowd of 2,000 (double the amount anticipated) attended the event despite the terrible weather conditions (including a downfall). The promotion was credited with helping the bank to achieve a ten percent increase in deposits, while one-third of the other banks affiliated with the holding company were showing a decline. |
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12.05.2008 Author: Nye Ohrberg
 |
| Company Name: |
Walter W. Cribbins Co., Inc. |
| Award Level: |
Gold |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Distributor Self-Promotion |
|
|
|
| Objective: |
To increase 1996 personal sales by 10 percent over 1995. |
| Strategy Execution: |
In promoting the services of Walter W. Cribbins Co. and her individual services, Joyce Flowers, a ten-year veteran in the promotional products industry, focused on establishing awareness of herself as the source for promotional services. Promotional items such as flower pens, seed packets, and coffee mugs delivered throughout the year created a large, growing, and loyal customer base. Joyce Flowers’ business, now in full bloom, shows no signs of wilting. |
| Results: |
1996 showed a 33 percent increase in sales over 1995 |
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12.03.2008 Author: Nye Ohrberg
 |
| Company Name: |
Penton Publishing-Heating, Piping, Air Conditioning Magazine |
| Award Level: |
Gold |
| Industry Category: |
Retailers |
| Industry Name: |
Publishing |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1995 |
| Promotion Amount: |
$10 or More |
|
|
|
| Objective: |
To prompt magazine advertisers to buy space in an issue of the magazine devoted to indoor air quality. |
| Strategy Execution: |
A target audience of 230 advertisers was chosen by salespeople to receive a direct mail package. The package was a box with a decal on the outside that stated “shake three times, then open.” The promotional product inside was a clear plastic cube featuring an insert screened with the image of a person sitting in an office. Inside the cube was a special liquid with glitter and dust. Once shaken, the particles floated through the air of the office highlighting a very intangible topic-indoor air quality. |
| Results: |
The magazine promotion manager reported an increase in advertising of more than six percent, generating sales of approximately $45,000. |
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12.02.2008 Author: Nye Ohrberg
 |
| Company Name: |
The Association of Princeton Graduate Alumni |
| Award Level: |
Silver |
| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Schools |
| Promotional Objective |
Encouraging Attendance/Involvement
|
| Award Year: |
2002 |
| Promotion Amount: |
$10 or More |
|
|
|
| Objective: |
To build awareness and increase the number of Princeton Graduate Alumni who pay membership dues and make donations to the Association’s Endowment for Graduate Students. |
| Strategy Execution: |
With the Alumni Association celebrating its 50th anniversary and the university celebrating its 100th, the time was ripe for launching an awareness program targeted at the alumni membership. Much of the success of this promotion can be attributed to the year-long series of events, but it was the theme and logo tying it all together that sealed the deal. At the May 2000 Princeton University Reunions, the Alumni Association launched the “50/100″. Promotional items bearing the program logo were used frequently to keep the theme and the campaign visible and non-stop for 12 months. Messenger bags, lenticular postcards, Polo shirts, t-shirts, magnets and mailing labels for all correspondence kept the program alive and vital until its culmination at the June 2001 Reunions. The promotion earns extra points for exhibiting a consistently fun, lighthearted mood that never strayed too far from the traditions and dignity of the century-old university. |
| Results: |
Over 1,000 participants attended the event-five times the usual attendance. A greater awareness of the Alumni’s role was evidenced by increased mentions in university publications as well as a 15 percent increase of alumni paying membership dues. |
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11.25.2008 Author: Nye Ohrberg
 |
| Company Name: |
El Torito Mexican Restaurant |
| Award Level: |
Silver |
| Industry Category: |
Retailers |
| Industry Name: |
Restaurants |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1995 |
| Promotion Amount: |
Less than $10 |
|
|
|
| Objective: |
To increase guest counts and food sales and position the restaurant as the ideal place to celebrate festive occasions. |
| Strategy Execution: |
Commemorating the victory of Cinco de Mayo seemed to be a very logical holiday for the Mexican restaurant to celebrate with a grand fiesta. To build momentum and attract guests, the advertiser developed a countdown theme which was executed with a colorful button that included a miniature pad of peel-off numbers descending from 30 (days away) to “It’s Here!” In addition to the buttons restaurant em-ployees also wore theme-imprinted T-shirts and banners were prominently displayed to build excitement among the staff and increase awareness among patrons. Contests also were held during the May holiday celebration so customers could win one of the promotion T-shirts as a souvenir. |
| Results: |
El Torito’s marketing manager reported a two-percent increase in guest counts and 12 percent more in sales of food and liquor during the May 5 celebration |
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11.24.2008 Author: Nye Ohrberg
 |
| Company Name: |
Cadman, Inc. |
| Award Level: |
Gold |
| Industry Category: |
Wholesalers & Manufacturers |
| Industry Name: |
Construction-Equipment |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
$10 or More |
| Distributor: |
Strategic Marketing Alliance |
|
| Objective: |
To secure new customers and increase loyalty of existing accounts. |
| Strategy Execution: |
Cadman was focused on making a simple yet all-important commitment to its construction company clients: On Time and In Spec delivery of the company’s ready-mix concrete, sand, and gravel materials. They created OTIS the bulldog (On Time and In Spec), a rough-and-ready mascot to embody their rugged, can-do spirit. A series of mailers and promotional products featured Otis. They even gave the character life by letting Otis deliver a fun and memorable message in the form of a sound chip imbedded in a doghouse-shaped mailer. The campaign was rolled-out in January with a “Happy New Year” message and continued with an endless parade of special promotions, recognition, and incentives. NBA tickets, T-shirts, and ceramic beer steins were only a few of the promotional items that tied-in with multiple seasonal events throughout the year. Otis was barking the company message all year long. |
| Results: |
Cadman enjoyed its highest sales volume in the company’s 60 year history. |
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10.23.2008 Author: Nye Ohrberg
 |
| Company Name: |
James Productions Inc. |
| Award Level: |
Gold |
| Industry Category: |
Services |
| Industry Name: |
Marketing and Advertising |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1996 |
| Promotion Amount: |
$10 or More |
| Distributor: |
Schneeweis & Associates |
|
| Objective: |
To secure appointments from hard-to-reach prospects. |
| Strategy Execution: |
Discouraged by unproductive telemarketing, the corporate events producer was looking for a can’t-miss method of drawing prospects’ attention. A Coleman cooler turned out to be the answer. The firm directed the promotion to 75 human resources directors in Southern California. Imprinted “James Productions for Cooler Picnics,” the coolers were tied with large green bows and delivered to their reception lobbies. An attached romance card beckoned, “If you want to see something refreshing from the leader in company picnic services, look inside.” Inside was a bed of ice and a letter explaining that James Productions had “some very cool ideas” but noted that refreshments were missing from the cooler. “I’ll bring some soft drinks for you and your staff to enjoy during our presentation meeting,” the message continued. “Let’s get together before the ice melts.” |
| Results: |
From this audience that was unlikely to return phone calls, the company was able to schedule 50 appointments, resulting in 15 new accounts. |
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10.22.2008 Author: Nye Ohrberg
 |
| Company Name: |
Merial Select, Inc. |
| Award Level: |
Bronze |
| Industry Category: |
Wholesalers & Manufacturers |
| Industry Name: |
Pharmaceuticals |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
Peak Promotions, LLC |
|
| Objective: |
To create greater awareness of Select Laboratories and its products |
| Strategy Execution: |
The intensely competitive poultry vaccines industry is not for the chicken-hearted. Prior to the International Poultry Exposition, Merial Select targeted 1,800 prospects with a card that, when opened, greeted them with a cheery and attention-getting rooster crow. The card also included a puzzle piece inviting them to drop by the Merial Select booth. There, they could match their puzzle piece against the missing piece in a large display puzzle and win a TV/VCR unit or Brumby rocker. |
| Results: |
The program drew 750 prospects to the booth, and at least two accounts moved their business from competitors to Merial Select. |
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10.10.2008 Author: Nye Ohrberg
| |
 |
| Company Name: |
Ingalls Employees Credit Union |
| Award Level: |
Gold |
| Industry Category: |
Financial Institutions |
| Industry Name: |
Credit Unions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
2000 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
Marketing Professionals, Inc. |
|
| Objective: |
To teach children the importance of saving and to increase credit union membership in the target market of children 10 years and younger. |
| Strategy Execution: |
Taking a cue from its slogan, “Your Family’s Financial Navigator,” Ingalls Employees Credit Union commissioned the design of “Navvi-Gator,” an alligator mascot that would appeal to children. Navvi was featured in the credit union’s quarterly newsletter, in radio spots and at public appearances. Attention-getting posters featuring Navvi-Gator were placed in all five branches along with promotional balloons. Children who joined the credit union were welcomed with a membership kit that included a Navvi-Gator magnet frame. Children making savings deposits earned Gator Bucks they could use to purchase a well-chosen range of incentive items valued to correlate with the size of the deposit. Items they could purchase included insulated lunch sacks, sport packs, T-shirts, stuffed alligators, nylon wallets and knapsacks. |
| Results: |
During the course of one year (July 1998-July 1999), the Navvi-Gator Super Saver Club grew from 369 members to 1,000 members; and deposits in the first 60 days reached $30,000, doubling the goal of $15,000 |
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10.03.2008 Author: Nye Ohrberg
 |
| Company Name: |
Net Effect Systems |
| Award Level: |
Silver |
| Industry Category: |
Wholesalers & Manufacturers |
| Industry Name: |
Computer Software and Hardware Manufacturers |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
2000 |
| Promotion Amount: |
$10 or More |
| Distributor: |
LPA Promotions |
|
| Objective: |
To introduce Net Effect Systems and its products to potential new customers and to attract 100 targeted prospects to a trade show social event. |
| Strategy Execution: |
Prior to a San Francisco trade show, Net Effect Systems mailed invitations to 400 prospective clients for a “Bubbles and Blues” launch party to be held at the trade show. The mailing consisted of an invitation, RSVP card and a matte-glazed tulip-shaped coffee mug, and a bottle of bubble solution featuring the company’s new logo and tag line. Follow-up calls were made to thank the guest for their RSVP or to solicit a response. At the party, bubble pens were given out, and employees wore white denim shirts embroidered with the logo on the front and tag line on the back. Green embroidered polo shirts were given to key prospects during the party. The “Bubbles and Blues” (champagne and blues music) party was a smash and launched several valuable client/customer relationships for the young company. |
| Results: |
Net Effect reached 100 percent of its year-end goal for signing on new clients, and 70 percent of those new clients grew from the “Bubbles and Blues” party. |
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09.25.2008 Author: Nye Ohrberg
 |
| Company Name: |
Bay View Bank/The Barrett Group |
| Award Level: |
Silver |
| Industry Category: |
Financial Institutions |
| Industry Name: |
Banks |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1999 |
| Promotion Amount: |
$10 or More |
| Distributor: |
International Promotional Ideas, Inc. |
|
| Objective: |
To generate sales of new checking and savings accounts. |
| Strategy Execution: |
Following its acquisition of another area Thrift institution, Bay View Bank realized it was critical to future growth to shift internal sales efforts and encourage existing customers to do more than purchase CDs. The concept behind this creative and fun incentive program was to educate employees and to inspire them to learn about and promote the bank’s new stance on customer relations. Using the theme, “More than just a place to store your dough,” the bank distributed a training booklet shaped like a piece of bread. Employees who correctly answered the “Things You Knead to Know” training quiz were entered in a draw ing for an acrylic bread box. Every time an employee sold a new transaction, they could call the “Dialing for Dough” 800 number and answer a trivia quiz to win cash prizes. |
| Results: |
In the first fours weeks of the campaign, Bay View Bank generated $75 million in sales…90 percent of their nine-week goal. |
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09.24.2008 Author: Nye Ohrberg
 |
| Company Name: |
Insight Marketing |
| Award Level: |
Bronze |
| Industry Category: |
Self-Promotions |
| Industry Name: |
Self-Promotions |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
2000 |
| Promotion Amount: |
Distributor Self-Promotion |
| Distributor: |
Insight Marketing |
|
| Objective: |
To increase name recognition, sales and open new accounts in a targeted group of larger companies. |
| Strategy Execution: |
This two-piece, direct-mail campaign used a retro 1962 theme, “Back To The Promotional Future,” that simultaneously offered nostalgia and an awareness of the Y2K issue. The first round of mail contained a comb and/or manicure kit with graphics that authentically recalled an early ’60s look. The box was cosmetically distressed and “aged” and carried a 1962 postmark. A letter explained that the box, previously “lost” had been recently found and forwarded to the recipient. Three days later, an Etch-A-Sketch key ring arrived, inviting the recipient to take a trip into the promotional future, humorously suggesting that after Y2K, we just might be communicating via Etch-A-Sketches. During follow-up appointments with a salesperson, prospects received a gift box containing a calendar pocket planner, pen and portfolio, and a romance card featuring the message, “Past, Present, and Future…Great Ideas Are Timeless.” |
| Results: |
Insight Marketing received a 30 percent positive response rate, and sales increased by $44,000 as a direct result of the mailing. Since the mailing first launched, there has been a dramatic increase of requests for promotional programs |
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09.23.2008 Author: Nye Ohrberg
 |
| Company Name: |
The Aspen Hill Club |
| Award Level: |
Bronze |
| Industry Category: |
Retailers |
| Industry Name: |
Recreation Facilities |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1998 |
| Promotion Amount: |
Less than $10 |
| Distributor: |
IMPRINT, Inc. |
|
| Objective: |
To generate interest and inquiry from potential new members. |
| Strategy Execution: |
Silver Spring, Maryland’s Aspen Hill Club decided that the best way to increase membership was to give it away…at least for a complimentary week. After identifying 300 pre-qualified tennis players in a 15-mile radius, Aspen Hill sent a strong call-to-action to potential members in the form of a promotional package that told them, “The ball is in your court.” An eye-catching mailer contained a custom imprinted tennis ball and personalized, one-week membership card that encouraged recipients to call for a membership appointment. The club hoped the promotion would generate a 12 to 15 percent inquiry and appointment rate. |
| Results: |
Club management reported an initial 25 percent success rate, and anticipated an even greater response further into the program |
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