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Annual Marketing Campaign
Created umbrella campaign to showcase the merchandise selection in the center. Developed direct mailings to promote the center during key retail selling seasons; participating store coupons were included in the Spring and Fall mailings. Implemented frequent shopper programs and sweepstakes promotions to increase traffic and sales throughout the center. Centerwide sales increased more than 6% for the year. Campaign was a MAXI finalist in the overall marketing campaign category.
Subscriber Direct Marketing Campaign Developed self-mailer with clear, benefits-oriented copy for renewing subscription; coordinated with new marketing materials. Received 25% response rate in first six weeks. Conducted customer profile and analyzed data to determine best prospects. Developed self-mailer with BRC to affinity prospects and received 7% response (all new subscribers). Direct Mail Campaign in Support of Direct Sales Force Created direct mail packet, including three-panel brochure, personalized sales letter and OSE; coordinated materials to corporate image and standards. Developed copy to highlight product benefits and alignment to "No Child Left Behind" legislation. Determined best target audience selection to reach district-level decision makers. Campaign opened doors for sales reps nationwide. Pre-launch Direct Mailer and Catalog Developed oversized self-mailer with BRC and coordinating mini-catalog to promote the launch of new edition of testing program. Selected mailing lists to include current customers and targeted potential new customers, based on current customer demographics. Created coordinated support materials and sales tools. Within three months of mailing, program excitement was at an all-time high and sales continued to climb well into the new testing year.
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