mindfire webinar- direct mail strategies for new revenue growth in 2015

DIRECT MAIL STRATEGIES FOR NEW REVENUE GROWTH IN 2015

JANUARY 22, 2014

MindFireInc Educational Webinar Series

Creating marketing that drives results

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Agenda Review how Summit has grown their revenues by leveraging one simple direct mail strategy and how this has led to company growth over the last eight years §  Review current Direct Mail trends that are critical for success in 2015 §  How to open the door for additional revenue from existing direct mail

customers §  Insight on taking your direct mail from one and done, to multi-year

programs §  Launching new, high value services with each customer §  How Summit's service offering has evolved, focused on tailor-designed

customer programs §  Q & A

Today’s Presenters

Mike Robinson Joe Manos

Vice President of Business Development Executive Vice President Summit Direct Mail, Inc. MindFireInc

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Quick reminder

LEVERAGING FOR SUCCESS IN 2015 DIRECT MAIL TRENDS

Trends Impacting Direct Mail

According to the DMA, direct mail expenditures in the United States are expected to rise to $196 billion by 2016, which represents a 3.8 percent

compound annual growth rate (CAGR) from 2011.

Capturing Interest

© 2014 W. Caslon & Company. All rights reserved Page 1

ANTHEM EDUCATION USES CROSS-MEDIA MARKETING TO DRIVE ENROLLMENT

VERTICAL MARKET: Education

BUSINESS APPLICATION: Direct Marketing/Lead Generation

BUSINESS OBJECTIVES Anthem Education is a family of schools and colleges that provides education and training in the healthcare, business, technology, paralegal, and criminal justice fields. Anthem Education is comprised of eight brands over 30 campuses including Florida Career College and Anthem College, as well as Anthem Online.

In November 2012 Anthem’s director of marketing saw that their enrollment figures for January starts were down. A campaign was needed to:

� Connect with prospects in varying stages of the enrollment process

� Provide information on the closest Anthem location to the prospect

� Drive students to enroll for a January start date

RESULTS Anthem Education’s service provider, Rider Dickerson, developed a cross-media marketing campaign that incorporated email, print, and personalized landing pages. Historically Anthem Education had not used a lot of direct mail and this was their first campaign to use print with personalized URL response mechanisms.

Anthem Education was very pleased with the results. Ultimately the campaign resulted in 69 responses and 37 enrollments. While these numbers may seem small, the campaign more than paid for itself when you consider that the cost of an education at an Anthem school ranges from $15,000 to $40,000.

Personalized postcard

Target Audience Messaging To make the messaging more relevant the target audience is segmented into specific groups Technology drives the ongoing nurturing to each group, for example:

–  Prospective student leads – inquiries –  Students that had an admissions interview but did not enroll –  Students that enrolled but did not start classes –  Students that started classes but dropped out –  Current students


Request to be contacted form

CAMPAIGN ARCHITECTURE Rider Dickerson enabled the development and launch of a cross-media campaign in a short period of time because they managed the copywriting and creative for all elements that they executed.

Based on the student's level, the campaign consisted of the following communications:

Segment Communication

Leads Anthem sent them an email (Results not provided)

Students that scheduled an interview but did not show up

5% of group was sent personalized postcards. All of the individuals in this group received an email

Students that had an interview but did not enroll


Students that enrolled but did not start classes

All individuals in this group received personalized postcards and emails

Students that started classes but dropped out

All individuals in this group received personalized postcards with die-cut windows for additional engagement and emails

Current students Anthem sent them an email (Results not provided)

The message of the emails and postcards varied based on which student group the recipient was in. The branding also varied based on which college was closest to the student. The call to action in each case was to visit a Personalized URL to start the enrollment process for a January start.

The landing pages were versioned based on audience segment, preferred program, closest institution and student’s home address. The landing page included a dynamically generated map highlighting the closest locations and a video relevant to the student’s coursework interest. To continue the enrollment process students were asked to complete a contact form. Based on their responses the appropriate member of the admissions team contacted the student after receiving a lead report.

Personalized landing page


Request to be contacted form

CAMPAIGN ARCHITECTURE Rider Dickerson enabled the development and launch of a cross-media campaign in a short period of time because they managed the copywriting and creative for all elements that they executed.

Based on the student's level, the campaign consisted of the following communications:

Segment Communication

Leads Anthem sent them an email (Results not provided)

Students that scheduled an interview but did not show up


Students that had an interview but did not enroll


Students that enrolled but did not start classes

All individuals in this group received personalized postcards and emails

Students that started classes but dropped out

All individuals in this group received personalized postcards with die-cut windows for additional engagement and emails

Current students Anthem sent them an email (Results not provided)

The message of the emails and postcards varied based on which student group the recipient was in. The branding also varied based on which college was closest to the student. The call to action in each case was to visit a Personalized URL to start the enrollment process for a January start.

The landing pages were versioned based on audience segment, preferred program, closest institution and student’s home address. The landing page included a dynamically generated map highlighting the closest locations and a video relevant to the student’s coursework interest. To continue the enrollment process students were asked to complete a contact form. Based on their responses the appropriate member of the admissions team contacted the student after receiving a lead report.

Personalized landing page Anthem Education Uses Cross-Media Marketing to Drive Enrollment


Postcard with die-cut doors Doors opened to reveal message inside

Auto-triggered thank you emails were sent to responders. Follow-up emails were sent to non-responders driving those students to complete the appropriate action in order to start at Florida Career College/ Anthem in January.

CREATIVE There were two versions of the personalized postcard that was sent to selected recipients. Both were branded for the appropriate institution and were personalized with the individual’s name and Personalized URL. The postcards sent to students that started classes but dropped out included an additional die-cut element designed to attract attention. Anthem invested a little more to engage this group as it was considered the most likely to convert.

REASONS FOR SUCCESS � Strong segmentation. One of the key factors in the success of this

program was the segmentation of the prospective students. Providing each group with messages relevant to their status helped propel students to take the next step.

� Tracking and follow-up. Anthem had the ability to track and measure across all media and could make informed marketing decisions throughout the duration of the campaign. Furthermore, automated lead reporting allowed Anthem to engage with potential students quickly and in a relevant manner, thus increasing the chances of moving the student towards enrollment.

More households

read advertising mail now than

they did 25 years ago

Despite the myth that direct mail is for an older audience…

the DMA found that the 22-24-year-old age cohort is the most likely to respond to a

direct mail offer

According to a recent survey conducted by Target Marketing magazine, the channel that delivered the strongest ROI for

customer acquisition for B2C marketers was direct mail.

Direct mail also scored the highest for customer contact and retention.

Resurgence of B2B Direct Mail

§  DMA reports that, 65% of consumers of all ages have made a purchase as a result of direct mail

§  The average response rate for direct mail was 4.4%

Evolution of Direct Mail: B2B & B2C

§  Leveraging more targeted messaging –  Prospect versus customer –  Loyalty program levels

§  Nurturing programs §  Scoring behaviors §  Content tied to interests & behaviors §  Sales Ready Leads

Cost per Lead Discussion

Putting it in perspective

“The MindFire solution has been responsible for 80%

of our new revenue growth over the last eight years!”

John Barber CEO Summit Direct Mail, Inc.

True revenue growth… §  Over the last eight

years…

§  Summit has grown by 400% in the use of our solution and the use cases have grown in sophistication

A NEW PATH FOR SERVICE PROVIDERS STRATEGIES FOR DM GROWTH

About Mike Robinson

Mike Robinson Vice President of Business Development Summit Direct Mail, Inc. Dallas, TX

Summit Direct Mail Vision From the beginning, Summit has been focused on Direct Mail as a key component of our customer offering and a business growth driver leading to the success of our business. §  It’s so important, that it is in our name and DNA §  It is 100% of who we are and what we do, and we have a sizeable advantage over

other companies that cite direct mail as the primary focus of their business §  Couple this with our strategy of leveraging advanced Marketing Automation

capabilities as part of our Direct Mail Programs and the result is a customer solution that resonates with marketers.

§  We are confident that we have the best business model for direct mail in the industry

1/6/15 3:31 PMSummit Direct Mail Marketing Services Personalized URL PURLs Advertising Company

Page 1 of 2http://www.summitdm.com/redesign/home.htm

Click to submit files

Your Turn-Key Full-Service Direct Mail Marketing Services Company

Summit Direct Mail specializes in the creation and production of response generatingdirect mail marketing promotions.

We create affordable direct mail marketing programs by combining direct mailproduction services, strategy, creative and mailing lists. Our newest innovation is thecombination of Personalized URLs in direct mail. Personalized URLs drive trafficto your web site and have proven response rate increases of up to 30%. Our printing,mailing, lettershop, data processing and fulfillment services are competitively pricedsince our facility is fully paid for and carries no debt.

Summit Direct Mail has developed partnerships with direct mail strategists,copywriters, design and mailing list professionals to offer you full-service direct mailmarketing resources with one unified team. Our team’s creativity and innovation withthe latest ideas and technology have enabled us to lift response rates from 30% to60% for our clients.

In the highly-competitive marketplace of the direct mail marketing industry, thisturn-key approach creates a strong strategic advantage for you with a single sourcefor your customized marketing programs.

A wide range of sophisticated machines are installed at Summit Direct Mail. Thisincludes high-capacity multi-folders, ink jet personalization, electronic postal scales,and laser personalization machines. A USPS office is located on-site. Summit DirectMail is prepared to work round the clock for its customers.

Personalized URLs, our latest innovation, allows you to combine the power of directmail with the benefits of the internet. By creating Personalized URLs for eachcustomer on their direct mail package, and giving each customer a unique onlinedestination, you can convert more direct mail recipients into qualified prospects andlifetime customers.

We are located in Dallas, Texas, just 10 minutes from downtown Dallas and 30minutes from the Dallas/Fort Worth International Airport. We have become one of thelargest marketing production facilities in the Southwest with a growing productioncapacity of 50 million pieces per month, 600 million per year. We have amanagement team that possesses over 100 years of experience in the marketingindustry. We’re proud members of the Direct Marketing Association.Free Quote – No Cost or Obligation.

Contact us now toll-free at 877-247-0993 or 469-916-5170 or [email protected] for a no-obligation consultation and free quote.

Summit Direct Mail

[email protected] Terre ColonyDallas, Texas 75212469-916-5170Toll-Free 877-247-0993













Summit Direct Mail


Summit Direct Mail Capabilities Your Turn-Key Full-Service Direct Mail Marketing Services Company Summit Direct Mail specializes in the creation and production of response generating direct mail marketing promotions. §  Production capability of 2 Million Direct Mail pieces daily

§  We create affordable direct mail marketing programs by combining direct mail production services, strategy, creative and mailing lists.

§  Leveraging our personalized marketing services (MindFire) we drive traffic to your web site and

have proven response rate increases of up to 30%

§  Summit Direct Mail has developed partnerships with direct mail strategists, copywriters, design and mailing list professionals to offer you full-service direct mail marketing resources with one unified team

§  A wide range of sophisticated digital, color printing devises are installed at Summit Direct Mail.

§  A USPS office is located on-site.













Summit Direct Mail


Success Drivers

Summit is very focused on customer problems

Obsessed with meeting the

customer’s needs

A Simple Strategy…

“We can do a direct mail program as you have requested, or we can

enhance it with a PURL and deliver additional key revenue results for

your program!”

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Up to 7 AAFP Prescribed Credits Approved Up to 3.5 AMA PRA Category I Credits™

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SM

Antidote program notes

§  Online, pre-registration campaign for event

§  Call-in to Summit from a self-promotion campaign Summit conducted to prospects

§  Leveraged triggers for prospects that didn’t finish their registration process

Saturday, May 10, 2008 Omni Richmond HotelRichmond, VA7:45 a.m. - 12:15 p.m.

Up to 7 AAFP Prescribed Credits Approved Up to 3.5 AMA PRA Category I Credits™

This future moment in your patient’s life will be made possible by... You

Improving Practice Performance:HYPERTENSION & HPV VACCINATION

Learn more and register at

matthewfl eming.myantidotecme.com

SM

Financial Automotive Program §  Auto Refinancing Program that wanted

to increase the number of leads that completed their online application

§  100,000 pieces a week

§  25% Increase in response rate

§  This led to an overall increase in completed applications and additional profile information

§  Reduced number & length of calls to call center

Win Back Subscription Program §  Win back program §  Increased response level

by 43% §  Cost of sale was 70%

less with the Purl §  Great response across

all age groups

43% Increase in Response

Direct Mail – PURL Case Study –Win Back

Subscription We conducted a test to a group of former newspaper subscribers offering them a chance to come back at a discount. We had a control piece that had been used for the past several months that had performed well. The purl piece was put up against the control piece. Below is a graph that shows the response rates:

As you can see we saw a 43% increase in the response rate with purls. Our cost per sale with purls went down by almost 70%.

Growth beyond the Initial Program §  Identify current home owner refinancing

opportunities §  Time sensitive program

§  Very successful program

§  Program has grown to Million of Purls a month!

§  Taken platform to the next level now tied to CRM and Call Center systems

Home Owners

Mike’s Coaching Tip

Many times, customers move to another company…

They call me and say, “we like what you did for us at ABC company and I would like you to do the same for

my new company!”

“No Action” Triggers §  Show up to Personalized Microsite and don’t take the

call to action –  No Action Taken –  No Log-In –  Didn’t complete application

§  Integration with Call Centers –  Onsite –  Around the world

§  Overall Personalization & Appearance of Microsite

Key Growth Strategies for Programs §  Target a specific group of people or audience §  Use dynamic creative to cut-thru the clutter of the mail box §  Offer a personalized message that communicates a

compelling benefit and drives them online §  Create a sense of urgency and excitement with the piece §  Provide a clear and visible "call to action” and “offer”

Powered UP Direct Mail §  Personalize all communications with the recipient

across the different media §  Leverage preferences, online behaviors and persona

data §  Use several multimedia channels in the promotional

campaign –  Letter, postcard or mailing piece –  Mobile phones and other smart mobile devices –  Web landing pages with personalized URL –  Email marketing and auto-responders

Expand on first DM Program

Mike, many of your initial programs grow into long-term programs…

How has your initial approach helped you grow your large customers and multi-year

programs?

#1 Challenge When working with the variety of customers that you

serve - what's the number one challenge to gain access and getting them to market differently to their

target audience?

How is your Direct Mail Business evolving and where do you see it

going the next several years

The Evolution of Direct Mail

Summary §  Innovative programs open up new doors of opportunity with all

of your customers §  Delivering high-value results creates differentiation §  Makes you a key strategic partner for other needs §  Initial programs can be expanded to address other areas of

need leading to a significant increase in revenue and profit

With the “right partner” you don’t need an army of people to do all of

this successfully!

Innovation Factor As an innovative company, Summit has been offering

Marketing Automation Programs to their customers for 8 years.

This has helped them expand their customer offering and

grow their revenues significantly?

How Technology Helps

Technology Process Tracking

Campaign Workflow

9

Target Lists

Channels

Triggers

Microsites

Payment app

Checkout page

Personaliza+on

What Does This Mean For YOU?

$$$$$$$

New High Value REVENUE

Quick reminder

Q & A Mike andJoe

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We are here to help you

Your Hosts Mike Robinson Joe Manos Vice President of Business Development Executive Vice President

Summit Direct Mail, Inc. MindFireInc [email protected] [email protected]

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mindfire webinar- direct mail strategies for new revenue growth in 2015

Marketing

direct mail expenditures

direct mail strategies

lot of direct mail

direct mail trends trends

current direct mail

anthem college

simple direct mail strategy

education business application