Issue link: http://www.e-digitaleditions.com/i/619194
Getting Value for a Good Night's Sleep Client Brief: Client was looking for a creative way to increase rack revenue at two client-owned properties in the Washington, DC area. The client had targeted the students and parents at American University, which has a broad and diverse audience. The traditional mailing campaigns generated an inadequate R.O.I. for the amount of effort that was expended. Objective: Client was interested in increasing rack revenue by $27,000 in the first month by focusing on a specific group and was looking at developing and implementing a creative medium. To accomplish this goal, they were looking to develop and implement a direct mail campaign. Execution & Strategy: An introduction letter from the sales and marketing director was sent to the entire incoming freshman class at American University. It was accompanied by a custom plastic personalized membership card. The card stated that the parents had been enrolled "free of charge" into the "Eagle Club" (the eagle being the mascot of the American University), entitling them to a tremendous amount of benefits which included: discounted room rates at either of the sister properties, free gifts each time they came to the property, and an initial welcome gift for the student who was attending A.U. The direct marketing campaign was launched on a global basis as the student population came from all over the world. Overall Results: The marketing strategy generated a tremendous result. As mentioned, the original objective was to generate $27,000 in new rack revenue. In actuality, in the first 20 days,the response exceeded $127,000 in new revenue, surpassing their goal by an outstanding 400%. Due to its success, the program was reimplemented over six consecutive years. Developed by: Cliff Quicksell, MAS Creative Director iPROMOTEu 13