As a new face in the marketing communications field, JP Schoemer Communications
needed to build awareness and create an identity for itself. Targets were
advertising agencies, design firms, and corporate communications departments
that work with outside or freelance creative/copywriting talent.
Objective
Generate qualified leads and inquiries from within a radius encompassing
the Milwaukee-Green Bay-Fox Cities areas.
Performance Requirements
Engage and speak to recipients in a tone and manner in which they’re accustomed
to operating.
Deliver the key messages through demonstration, not fluff.
Entertain, inform, and sell.
Minimalist design and copy to maximize the impact of the key messages.
Means to directly respond through self-selection and qualification.
Grammatically perfect.
Inexpensive to produce and mail.
Solution
A nonstandard-format direct mail piece was created with a teaser/enticer
on the mail panel, and a “shock” approach on the inside with no headline
and almost no body copy. Additional, smaller body copy, well away from
the main body copy, listed and demonstrated the communication strategy
and tactics that went into the piece. Finally, a self-selecting, self-qualifying
business reply card was included as a means to easily respond.
Results
Between reply cards and telephone inquiries, the mailing produced about
a five percent response, with all but two of these being considered “highly
qualified,” generating an appointment to follow up in person. (The many
compliments were nice, too.)
