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After a successful market shift from event catering to corporate catering Cosmopolitan Catering decided it wanted to reach out to the many medium to large size corporate entities in the area and see if they could bring more clients on board with their own corporate cafes. Due to the nature of their business and the money involved they needed to get in touch with the upper echelons of each company with no previous contact and a slew of “gate keepers” in their way. The most cost effective solution to this problem was by delivering a direct mail PURL (personalized URL) campaign. The strategy was 2 fold, create a unique and personalized postcard that would in turn direct them to a unique website for each individual with a questionnaire that obtained market research as well as direct contact information.
The postcard itself was done over-sized and UV coated to stand out a bit more from a typical postcard. It also had numerous areas of variable data that called out to each recipient personally by name as well as QR codes and URL’s to direct them to their own personalized website. In theory this piece was designed so that it would get a quick look just by its sheer size and then noticed further upon a quick inspection by the personalized nature of its headlines. Of course this was all well and good but without a hook this still would not keep the attention of a busy executive so an offer of a free meal and event tickets were thrown into the mix as an enticement if they just filled out a brief questionnaire online.
The PURL websites themselves continued the theme of being catered and developed to each recipient from the welcome page, survey page and finally to the thank you page. Once the survey had been filled out an email complete with themed header would be generated via customized template and sent to the prospective new client. The whole process online would take only 5-10 minutes but would garner Cosmopolitan Catering a ton of market research (through Mindfire) as well as numerous leads into otherwise impenetrable company executives.
Client | Cosmopolitan Catering
Category | Print, Web
Year Created | 2013
Media | Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Dreamweaver, Mindfire