A few weeks back you may have seen my post on the Florida State email campaign we did for their Season Ticket and Booster Renewal campaign. Well that was just the first touch of a multi-touch communication schedule that we came up with for FSU.
The second communication in the multi-touch campaign was a 10 page brochure which contained everything from a personalized letter from Coach Fisher, to pre-populated forms for booster pledges, and football season ticket form with previous years season ticket information. As with the email communication the messaging is based on the 16 data segments that resulted from the audience segmentation. With the various elements being controlled via data, the direct mail communications had over 52 possible base versions. If you consider the personalized images and ticket renewal form, every version sent was unique and targeted to that individual recipient for maximum response.
Before we dive in, I have a limited number of samples of this mail piece available. If you’d like one, just let me know. (Please include your address.)
The personalized imagery incorporated in the mail communication was a FSU locker shot with the recipient’s name on the jersey. The technique was also used on the back of the mail piece with Coach Fisher holding the recipients jersey.
The following images will provide an overview of some the variability that is contained within the brochure. The collection of targeted messaging and imagery all controlled by the data segments deliver relevancy that prompts action.
(Click the image for a larger view)
(Click the image for a larger view)
This is one of the more complex campaigns we’ve done for a school, but by far NOT the most complex we’ve done when you consider the work we’ve done for other companies such as Ebay.
The benefit for FSU, outside of the improved renewal and acquisition rates they are seeing, is that they only had to focus their time and effort on one campaign (with mulitple touchpoints), rather than creating separate campaigns to reach each type of audience. This resulted in both cost and man-power savings for FSU’s booster and marketing staff.
If you’d like to learn more about executing a campaign like this, please give me a call at 386-271-3082 or send me a note by email.
