H&J’s challenge was to develop a 10-month program (1 mailing with phone follow-up per month) without risking too many list tests. An overlay map of Embassy’s current time-share owners and the target audience narrowed-down the SCFs. Ordering names for two mail dates at a time (vs. all ten mail dates) allowed us to view results in “real time,” so we could keep the best, and replace the rest. This helped us deliver maximum value and results to the client.

This approach also allowed us to adapt quickly to the newly instituted Federal Do Not Call List (FDNC).

The client began with a strong vacation offer, and several additional benefits were added to drive the urgency for immediate phone response. To sell the package, H&J developed a colorful brochure which drove the message of relaxation and luxury home through descriptive copy and photography.

Results

The 10-month program allowed Embassy’s call center to efficiently manage response and follow-up. List selection was effectively monitored and adjusted to gain best results over the time period. Embassy Vacation Resort increased sales leads while maintaining an affordable prospect budget. And Huntsinger & Jeffer was awarded a DMAW Gold Maxi Award for Direct Response Sales!