Work

Advanced Technology Services
Direct Mail Campaign for the Chicago Market

When Advanced Technology Services (ATS) faced the prospect of adding their message to the many already being directed at C-level executives and/or senior-level IT managers in the Chicago area, they turned to Clark Marketing to devise a strategy to cut through the clutter.

The busy group of executives and managers that ATS wanted most to reach was already heavily inundated with sales calls and marketing messages. Not only that, most of those messages looked and sounded the same, with a heavy reliance on computer images as the main point of attraction.

Clark Marketing created a campaign designed to achieve an ambitious response rate.
To make that happen, the effort utilized a highly targeted message matched with direct delivery to make it stand apart from the rest.

The message incorporated a special, limited time offer specifically designed to elicit a quick response, then planned the timing of each campaign component for optimum effectiveness.

Ultimately, the goal was to provide the ATS sales team with responses—with the hope those would identify warm leads for follow-up in the Chicago area.

The project incorporated:

• A strategy for the campaign
• Analysis to identify characteristics of the target market
• Thorough customer profiling
• Management of execution of the entire direct mail campaign
• Copywriting, graphic design and coordination with outside printers
• Campaign-customized website
• e-Newsletter

After receiving the timed campaign hits, recipients were able to respond in a number of ways. They initiated calls to an 800 number, returned a business reply card, or went online to register for the limited time offer. The level of response generated resulted in several sales opportunities and a host of warm leads for the ATS Chicago sales team.