PODi CASE STUDY KROLL ONTRACK ENGAGES CUSTOMERS WITH CROSS-MEDIA MARKETING

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1 PODi CASE STUDY KROLL ONTRACK ENGAGES CUSTOMERS WITH CROSS-MEDIA MARKETING PODi is a global, member-supported notfor-profit organization. The PODi library consists of over 500 digital printing and marketing case studies from around the world.

2 KROLL ONTRACK ENGAGES CUSTOMERS WITH CROSS-MEDIA MARKETING VERTICAL MARKET: BUSINESS APPLICATION: Business Services Direct Marketing/Lead and Traffic Generation BUSINESS OBJECTIVES Kroll Ontrack provides consulting, services and cutting-edge technology products in data recovery, information management and e-discovery. Kroll was opening a new Document Review Center in Washington D.C. and wanted to introduce the facility and their services to local prospects. Kroll needed a direct marketing solution that would: Provide an integrated registration process for the local open house. Goal was to have 50 people attend the event Showcase Kroll Ontrack s Document Review Center Increase current customer sales Gain new customers RESULTS 28.7% visit rate recipient went to their Personalized URL 26.3% response rate recipient went to their Personalized URL and registered for open house 56 people attended the event Reminder W. Caslon & Company. All rights reserved Page 1

3 Kroll Ontrack Engages Customers with Cross-Media Marketing CAMPAIGN ARCHITECTURE Working with Visions, a cross-channel initiative was developed that incorporated multiple touches: A personalized invitation with a Personalized URL response mechanism was mailed 4 weeks before the event A reminder postcard was sent to nonresponders the following week An was sent to non-responders one week before the event Responders received a confirmation immediately after registering and a reminder one day prior to the event Registration page In addition, static invitations were handed out by local sales representatives directing customers and prospects to sign-up via a General URL. OFFER To encourage recipients to visit their Personalized URL and attend the open house Kroll had several enticing giveaways. Free massages L OCCITANE spa gifts Drawings for massage gift certificates Appetizers and custom cocktails by local celebrity mixologist, Todd Thrasher Treats from Georgetown Cupcake A drawing for an ipad2 TARGET AUDIENCE & MESSAGING For this campaign Kroll targeted current and prospective customers primarily in the legal services, telecommunications and technology industries. For the list of prospective customers Kroll compiled contacts submitted by sales representatives. All of the touches used messaging highlighting the offers to encourage attendance at the open house W. Caslon & Company. All rights reserved Page 2

4 CREATIVE The creative for the campaign centered on the theme of Relax. Refresh. Review. with the image of a martini drink prominently used throughout. Key elements in the design were: Variable image font used to spell out the recipient s name in drink splashes. This immediately caught attention Personalized map showing the route between the recipient s business and the Document Review Center Personalized with the recipient s name, plus the name, phone number and address of their sales representative Consistent design was maintained between all touch points mail, and campaign microsite The design tied in with corporate branding and colors 2013 W. Caslon & Company. All rights reserved Page 3

5 Kroll Ontrack Engages Customers with Cross-Media Marketing REASONS FOR SUCCESS Best practices learned from this campaign are: Use multiple touches and channels to improve response. Kroll s repeated communications to customers and prospects via mail and helped drive their high response rate. Present a strong offer. The old adage that 40% of a campaign s marketing success is due to the offer, 40% to the list, and 20% to the creative certainly applies here. Kroll presented multiple appealing offers to entice recipients to respond. Use a design that supports your message. Kroll s design for the direct mailer grabbed attention with personalization, effectively highlighted the offers and clearly indicated how to respond W. Caslon & Company. All rights reserved Page 4

6 C LIENT Kroll Ontrack Kroll Ontrack provides consulting, services and cutting-edge technology products in data recovery, information management and e-discovery. Kroll Ontrack is headquartered in Minneapolis, Minnesota and operates more than 30 offices in 20 countries around the world. S ERVICE P ROVIDER Visions, Inc. Visions is a Native American-owned integrated marketing service provider specializing in full service commercial printing, graphic design, and interactive/web solutions. H ARDWARE Xerox igen3 S OFTWARE XMPie for personalized images, Personalized URLs and variable data composition TrekkMaps for personalized maps T ARGET A UDIENCE Current customers and prospects in the legal services, telecommunications and technology markets D ISTRIBUTION 335 customers and prospects in the Washington D.C. area D ATE June July W. Caslon & Company. All rights reserved Page 5