BUSINESS TO BUSINESS
DIRECT MAIL

The challenge was to generate enrollment in the annual Center for Services Leadership symposium.

Analytics
Developed an integrated communication plan consisting of several waves of direct marketing to ensure multiple points of contact with past and potential attendees.

Imagination
Initially a save-the-date postcard was mailed to prospective attendees. Then, an inquiry generator mailing was sent to prospects to cost-effectively identify those with a predisposition to attend. Additional communications to the refined prospect list included a brochure, early bird reminder, broadcast faxes and a last chance postcard.

Results
Comparing the registration fees generated against the cost of promotion, the campaign delivered a 312% return on investment. Overall, 224 participants attended the symposium.

Arizona State University’s Center for Services Leadership has served as a bridge between the academic community and the business community since 1985. To support this program, the University delivers the Compete Through Service Symposium each year, offering service leaders approaches and tools for competing through service to drive profits, lead change, build sustainable competitive advantage, and cement employee and customer loyalty.