 | Response Marketing Services (RMS) | |
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PROBLEM
 A national nonprofit organization, with more than one million veterans, is totally supported by membership dues and contributions from the American public. This organization mails more than 50,000,000 pieces of mail a year heavily relies on direct mail for cultivating donor loyalty and enhancing their members’ lifetime value. Response Marketing Services (RMS) manages mailings to the organization’s donor base 5 times per year. Each year, the RMS creative team presents package ideas to test against the control mailer with the objective of increasing response rates. This time the challenge was to improve response rate against a personalized pocket-planner calendar that was used as a premium and hand inserted and matched to additional personalized material. The competition was providing a solution that was produced overseas where labor rate are less expensive, making this test even more challenging to meet cost requirements. SOLUTION
The RMS creative team presented an imitative format with value added features. RMS suggested a 4” x 6 ” traditional-size personalized planner, upgrading the cover stock and the body stock, and tipping a 3” x 5 7/8” lenticular piece onto the cover. The RMS sales team facilitated the project that required several production facilities within the RMS network to produce. The Clinton, IL plant produced the covers. The West Bend, WI facility produced the lenticular. The Hillside, IL location printed the body and stitched on the cover. The lenticular piece was affixed and the name and address was admarked onto the cover. The piece was mailed with a personalized letter, personalized return envelope and a generic public note.RETURN-ON-INVESTMENT
The RMS piece won the test which resulted in a 30% lift in response. RMS was awarded the rollout. The following year RMS tested against the control and won the rollout again. The new test maintained the same basic format but had a change in the creative art for the lenticular tipped-on premium. RMS routinely mails 4 times and produces over 75 million pieces for this non-profit organization. | | ||||
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