Direct Work that Speaks for Itself
You don't create powerful, award-winning, direct marketing campaigns for over 25 years and not have something to show for it. Go ahead. Read some of our case studies for an idea of what we can do for your company or organization. Just click a client's name below to take a look. And then find out what we can do for you.
Client Success Stories
- Armed Forces Insurance New Auto Policy Direct Mail Campaign
- The traditional #10 letter package included a buckslip that prominently featured the offer — a free tire pressure gauge.
- An AFI-branded magnet affixed to the cover letter served two purposes: creating a more interesting, “lumpy” package while giving the prospect a lasting reference for AFI's phone number/URL when ready to buy or request a quote.
- The package did not include a business reply envelope — which drove responses online or to the toll-free number.
- 1.3% of recipients requested a quote
- More than 17% of these quotes converted to a written policy
- Armed Forces Insurance
- B.E. Smith
- Beazer Homes
- Overall, the cost-per-lead goal was surpassed by 28%
- The best performing vehicle beat the cost per lead goal by 72%
- Surpassed the cost-per-lead goal by 36%
- Improved conversion by 24% versus the previous landing page design
- Black & Decker
- Carolina Caterpillar
- Commercial Truck Engine Manufacturer - Customer Meeting
- Commercial Truck Engine Manufacturer - Integrated Marketing
- Commercial Truck Engine Manufacturer - Product Introduction
- Clemson University
- Consumer Source, Inc.
- Apartment Guide
- Auto Guide
- New Home Guide
- The Direct Marketing Association
- Dirt Devil
- DTNA - Excelerator
- DTNA Integrated Direct Mail Enrollment Program
- Personalization was used throughout enrollment pieces to convey the high level of personalization in the “refreshed” program.
- A direct mail package went out with sample flyers and a personal URL driving dealers to their own page on the registration site.
- The personalized registration site featured a Flash tutorial to preview the new program features/benefits and how to use the online functionality.
- E-mails were sent to reinforce the messaging and non-responders received a final “last chance” e-mail before the enrollment deadline.
- Webinars were scheduled to give dealers a sneak preview of the program and materials.
- DTNA Traffic Builder Direct Mail Program
- Dealers opted in/enrolled to participate and provide permission to use an existing mail list (or were sent one to use).
- The unique self-mailer format featured a “Load Up on Savings” coupon offer.
- Six versions were created—three of which were franchise-specific—including English and French versions of each piece.
- In-store and mailed pieces were coded accordingly to enable accurate tracking.
- Dealers sent in coupons with invoice copies for data entry and tracking.
- EarthLink
- Equifax
- Test a wide range of offers, including product and price, to a wide range of audiences focusing on our best targets.
- Test a wide range of media, continually shifting advertising dollars based on performance
- Drive more profitable growth of Equifax's subscription business by acquiring "Protectors", the largest and most valuable customer segment.
- Stay in touch with the marketplace and assure them that our products are innovative and in line with what customers are seeking.
- Maintain Equifax's strong brand name and build upon it with the millions of impressions that will be generated as the result of our successful DR campaign.
- The synergy across media helped to create stronger brand recognition while at the same time increasing revenue and growth significantly.
- The integrated campaign increased revenue, profit and margin by increasing the new subscription-based customers.
- GE Money
- To generate a greater initial response than the control package
- To increase the number of phone-in vs. mail-in responses
- BKV created a package that mimicked an invitation, and used simple, straight-forward language and strong calls-to-action
- The initial response rate was 6.4% higher than the control
- The phone-in responses were 6% higher than the control
- GMAC Insurance
- Goals were not only met but exceeded.
- Leads exceeded goal by 91%.
- Quotes exceeded goal by over 200%.
- Cost per lead was 50% lower than goal.
- Cost per quote was 54% lower than goal.
- Sales exceeded goal over 20%.
- Harrah's Entertainment
- The Home Depot
- The redesigned Web site drove 34% more site visits
- BKV helped grow the opt-in e-mail list size by nearly 50%
- Average visits per day increased 25%
- Returning visitors increased 12%
- Page views increased 5%
- Average page views per day increased 4%
- Make-A-Wish Foundation of America
- MAMTC
- Mr. LongArm
- Prison Fellowship
- The Salvation Army
- Save The Children
- Personal interviews
- Focus groups
- Mail surveys
- Listen-ins on customer service calls
- A Personalized Welcome Kit - with a photo and case history of a sponsored child
- A Letter Writing Kit - with stationary and sponsored child address labels.
- A Field Office Welcome Letter - from a sponsored child's country director
- A Video - featuring the country where a sponsored child lives
- Child Communication - from a sponsored child
- A "How's it going" survey - to solicit donor feedback on how donors feel about their sponsorship
- Six Flags Corporation
- World Relief
Client: Armed Forces Insurance New Auto Policy Direct Mail Campaign
Challenge:
Armed Forces Insurance — which provides auto, homeowners' and rental insurance to military personnel and their families, and civilian Department of Defense employees — introduced competitive auto policy rates in Virginia, Missouri and Colorado in 2009. AFI approached BKV for help generating leads among prospects in their target audience in these states, as well as cross-selling auto policies to AFI members who already had homeowners' or renters' policies.
Solution:
BKV created a cost-effective letter package that provided a valuable incentive offer, with the goal of driving prospects online to request a quote and compare rates. Since auto insurance is renewed annually, the letter package needed to provide a way to keep AFI top-of-mind long after the letter is discarded, making contact information readily available when the need for insurance arises.
Results:
The letter package generated a strong response rate and even more important, powerful conversion to sales:
Client: Armed Forces Insurance
Insight:
AFI had been in existence for nearly 120 years, but was relatively unknown in their niche market of insuring the U.S. Armed Forces. Additionally, the company was experiencing attrition in its insured population made up of predominantly older, senior officers and retired veterans. BKV had recently recreated the AFI brand to appeal to both older and younger generations. The company wanted to launch this new image in a series of direct response mailings.
Action:
BKV cleansed and verified AFI's prospect and customer databases. New names were added with several extremely targeted rental files. Seven brochure versions were developed, accompanied by 31 letter versions with a direct appeal to each population. However, each shared the same clear, concise value proposition: The Protection You Desire, The Price You Deserve. A multi-panel "reveal" self-mailer included a personalized letter. The mailer included a sweepstakes (managed by BKV) as an additional incentive for the recipient to either call or e-mail to request a quote. More than 90,000 pieces were mailed. A selection of recipients also received a follow-up e-mail to boost response rate.
Results:
The combination of mail/e-mail resulted in a 216 percent increase in response over mail alone. AFI's goal of generating more leads from younger markets was met with promising results: 36 percent of responses were from recipients younger than 35, and 91 percent of leads were 55 or younger. AFI remains strong in the 56+ age group, with a response rate of 1.45 percent for this segment — more than twice the average. Nearly half of all response was from the Active Military segment, which met AFI's goal of generating more response from active military, rather than retired or former.
Client: B.E. Smith
Challenge:
In recent years, B. E. Smith — a healthcare executive recruitment and consulting firm — had observed a significant increase in the number of healthcare organizations hiring key leaders on a temporary, interim basis. To capitalize on this growing trend, the company offers the largest database of skilled interim leaders in the healthcare industry. However, reaching C-suite executives responsible for hiring decisions with information about the advantages of B. E. Smith's interim leadership services was an ongoing challenge.
Solution:
To generate leads by communicating directly with the hard-to-reach C-suite audience, BKV created a series of three compelling, highly personalized direct mail packages that positioned
B. E. Smith's CEO Doug Smith as an industry “thought leader” and early adopter of interim leadership services.
A peer-to-peer strategy was used, with each package containing a personalized letter from Doug Smith that encouraged the recipient to call Doug personally to discuss B. E. Smith's “unique approach to healthcare leadership.”
The first two packages were composed of tri-fold self-mailers, both of which incorporated the personalized letter on one side and on the other, highly targeted messages from the company's latest advertising campaign about the benefits of B. E. Smith's comprehensive suite of leadership services—and interim leadership in particular. Each self-mailer offered a free download of B. E. Smith's latest white paper, driving recipients to a personalized landing page.
The third and final mailing included a personalized letter and a copy of a white paper about interim leadership (ghostwritten by a BKV writer under Doug's byline). This package employed “Real Pen” technology to deliver a powerful, personalized punch: the printing process used ballpoint pen in an authentic, handwritten style to address the letter package, underline copy throughout the letter, and sign the letter itself. A Post-it note with a personalized message from Doug using the “Real Pen” method also was hand affixed to each letter. The Post-it asked the recipient to call Doug directly, along with his personal e-mail address and Web site as additional forms of contact.
Results:
During months when mail pieces dropped, B. E. Smith reported an incredible call volume increase — 138% average month-over-month — as well as a 200% average increase in online leads month-over-month.
Client: Beazer Homes
Problem:
Beazer Homes is one of the nation's top homebuilders. As the sub-prime loan crisis began to unfold, confidence in the market dropped significantly, discouraging many prospective home buyers from making the decision to buy. With these conditions in place, it became even more important to move users from passive prospects to engaged sales leads.
Solution:
Beazer has communities in 31 markets across the nation, so BKV used a geo-targeted approach to reduce wasted exposure. BKV incorporated a multi-channel approach through paid search, e-mail, pay-per-call and display ads. In addition, BKV's creative department worked with Beazer's "See What a Dollar Can Buy" theme to engage prospects in the promotion.
Results:
Despite the unfavorable housing market conditions, the results for this campaign surpassed the objectives in almost every way possible.
Online Display Advertising:
Pay-Per-Call:
Landing Page:
Client: Black & Decker
Background:
Applica is the exclusive licensee of Black & Decker Household Products. The Arctic Twister represents the first launch of the Progressions series, a continuation of high quality, durable and meaningfully innovative products by Black & Decker — all with a distinctive, "cool" aspect. The Arctic Twister is a unique consumer ice cream mixer that creates "blizzard" style desserts.
Problem:
The overall challenge was to test the introduction of a new product to the marketplace in 3rd quarter, and be ready to roll out and meet 4th quarter sales goals at the retail level, as well as direct sales — all the while offsetting costs as much as possible through the direct sales. We also faced the obstacle of selling an ice cream product during the winter months.
Solution:
Our primary target audience consisted of women between the ages of 25 to 54, occupation of homemaker and with the presence of children. BKV developed a mixed media plan including Spot TV, Cable TV and Web to reach this audience.
The creative for both TV and the Web had to convey a feeling of fun and ease for individuals and gatherings. It's a product that brings people together, sharing a fun activity with delicious results. Following in the Black & Decker format, we wanted to use recognizable music that also worked with the product name — that music was the Isley Brothers Twist and Shout. Several kids were shown enjoying using the product, as well as the end result...soft serve ice cream.
To enhance the offer, BKV recommended offering Free Shipping and Handling with Breyers Ice Cream coupons via inbound telemarketing and Web. Once we entered prime gift giving season (early November), we changed the offer to Free Gift Wrapping for a limited time only. The Free Gift Wrapping offer provided a better margin in which to offset costs and appeared to have no effect in converting sales against our control of Free Shipping and Handling.
BKV included a Web address in each of the TV spots to give consumers multiple ways of purchasing this product. We strategically placed the TV media to drive retail sales, but at the same time we employed DR techniques such as reviewing network selection, dayparts and response rates to offset costs and maximize ROI.
In the process, we noticed that a vast majority of our direct orders were coming in via the Web. We then delved into the customer profile and purchased a mix of online media including keywords, banners, popups, special storefront links within MSN and Yahoo!, and a handful of e-mail lists to capture the attention of online shoppers.
After an initial late summer test, BKV recommended split serving a full-blown Web site against a pure landing page to help understand how to better convert sales. We continually monitored both these versions so that we could optimize them on the fly. Our monitoring led to the following changes: the offer was more prominently featured; "buy now" buttons were added to each page; we streamlined the shopping cart; and we created more of a holiday feel in order to fashion a gifting mindset.
Results:
Overall, the Arctic Twister sold over 93,000 units between late July and December in its first year. This was considered a great success with an overall CPO of $24. Web sales accounted for 73.7% of direct sales, resulting in a better payout model and offsetting Web media cost by approximately 226%!
Client: Carolina Caterpillar
Insight:
Construction equipment dealer Carolina Cat offers a full line of Caterpillar construction, forestry and paving products. The dealer asked BKV to develop a lead generation piece to sell dozers, skid steers and excavators. These are highly considered pieces of equipment where an average order is around $50,000. For dealers, every piece of equipment sold presents opportunities for service and maintenance, providing a continuous circle of opportunity and success. But cracking into new customers is difficult.
Action:
A large, dimensional mail package was developed to get the prospect's attention. The creative outer wrapper showcased a variety of Cat equipment and the offers waiting inside. The headline teased prospects about an offer that "was so exclusive, they should keep it under their hats." Inside the box, contractors discovered a free Cat baseball cap, as well as a brochure and sales-oriented letter outlining a variety of financial offers that provided an incentive for purchase. The brochure featured an additional offer: anyone that demo'd Cat equipment on their job site received a complimentary Cat jacket or handheld Garmin GPS device. Response options included a toll free number, a special URL to track offers to the mailer, and a business reply card.
Results:
The program was a success in every aspect. Of the 749 prospects mailed, 28 agreed to meet with a Carolina Cat sales rep. These meetings and the demos that followed generated $4.3 million in equipment sales. Every dollar spent on the program brought in $100 in sales. Additionally, this program generated substantial opportunity for subsequent service and relationship building.
Client: Clemson University
Problem:
Clemson University's alumni had received communications mutliple times annually from the university since their graduation. At the fiscal year end, only those segments who had not responded throughout the year were targeted for one last attempt to give. It was these ardent non-responders, 62% of whom had NEVER made a gift to Clemson, who were given to BKV either to re-activate or activate for the first time.
Solution:
For many in the target audience, the bond between Clemson and the alumnus had broken down. Prior communications from the university were stark, impersonal packages that focused on what the university needed — and not what the alumnus gained by giving. BKV tested four different creative approaches, including this one: "Solid Orange."
Our goal was to remind the target audience about the feeling of pride that accompanied their graduation from Clemson, and to give them a reason to rebuild the relationship.
The Outer Envelope: Previous efforts by the university were mailed in white #10 envelopes. BKV chose to break through the mailbox clutter with a color sure to be noticed, especially by the target audience: Clemson Orange. The carrier was full bleed orange with the familiar tiger paw print and a teaser: "Solid Orange ID Card Enclosed."
The Letter/Reply: Short paragraphs, quick-moving copy and a fighting spirit characterized the letter, which encouraged alumni to "become SOLID ORANGE" and support The Clemson Fund. Benefits of being a supporter were highlighted early on in the letter and a personalized Solid Orange ID card was included. Donors were also given the opportunity to designate where their gift would be put to use on the reply device.
Results:
Solid Orange had solid results that beat the previous year's package by more than 260% with a healthy average gift of just over $45! Of the four packages tested, a second package, "We're Number 7," which focused on Clemson's standing among other schools in their league in fundraising, achieved similar results as Solid Orange. The campaign worked so well that they were no longer "#7"! The university moved up within their own league. They now have one ongoing and one backup package.
Client: Direct Marketing Association
Background:
Each year, the Direct Marketing Association hosts the International ECHO Awards Competition to honor the world's best direct marketing campaigns. To enhance ECHO entry participation, the DMA selects an agency to create a concept surrounding the need to go online to enter — a Call for Entries campaign. The agency is then charged with creating collateral, e-mail and other marketing materials (all with a new look and feel from year to year) to help drive to Web to enter their best work.
Problem:
The biggest problem facing the ECHO Committee from year to year is the need to create a brand new campaign (or concept), and to integrate it into a Web site that communicates the heritage and prestige associated with the awards.
Solution:
The ECHO Committee turned to BKV, who in turn partnered with an eclectic assortment of agencies to create the ECHO Call for Entry Web site. BKV has a long history of building sites that bring together a deep understanding of creative Web design, while also providing online direct response know-how. And BKV does so while encompassing the look and feel of the other agencies' campaign concepts. Each year, the site serves as an area for the over 1,000 awards contestants across the world to gain valuable information about the awards and to submit top-notch entries.
Results:
BKV's success can be measured by our successful collaboration with other agencies in creating in-depth Web sites that feature true DR techniques. As a result, the DMA has relied on BKV to design, develop, and host the ECHO Call for Entry site for the past 10 years.
In fact, in 2007, BKV was asked to complete a more permanent stand-alone site to represent the prestige and magnitude of the ECHO Award. Not only does this site contain a section dedicated to entry participation, but it also serves as a place for marketers around the world to gain valuable industry information and inspiration.
Client: Dirt Devil
Background:
In 1984, Royal Appliance introduced an innovative new product, the Dirt Devil® Hand Vac, which grew to become Royal's signature product and the largest selling handheld corded vacuum cleaner in the United States. In 2000, Dirt Devil introduced its latest entry into the handheld vacuum market — a handheld shampooer. The product was designed to easily lift stains out of small areas; therefore, they named it the Spot Scrubber.™
Problem:
The Dirt Devil brand had experienced successes by introducing new products through Direct Response Television. Expectations had been set with regard to launching a product with DRTV. BKV's challenge was to meet or exceed those expectations while launching a product that was unproven in the marketplace. Our goals were to build awareness, generate direct sales and drive retail sales.
Solution:
We felt strongly that a new product introduction required credibility, and there was no better way to achieve it than tie the Spot Scrubber to Dirt Devil by using the golden retriever puppies that have become synonymous with the Dirt Devil brand.
BKV developed and tested a :120 second and a :60 second spot on national cable TV, along with some spot market buys. We decided to use a single puppy and match him with his best friend — a small boy. In the spot, we acknowledged that a child's enthusiasm often results in a mess ... and a party full of excited children is an accident waiting to happen. Throw a puppy into the mix and you have an urgent need for a Spot Scrubber.
There are two parts to the spot. The first starts with a scene of a six-year-old boy's birthday party. His beaming parents are there and his little friends are bursting with excitement. The new puppy is introduced and chaos ensues. Food flies and juice tumbles. Our hero — the Spot Scrubber — allows mom to clean up the mess quickly and easily without disrupting the party.
The second part of the spot is a good, solid Direct Response demonstration of the features and benefits of the product. The Spot Scrubber is shown working its magic throughout the house — and even in the car. We felt that it was important in the demonstration section to make sure the consumer understood that there were many uses for this product — implying that, over time, it would be as essential a tool as the vacuum cleaner.
Results:
The launching of the Spot Scrubber was a success beyond our client's expectations. It was one of the most successful new product launches in the history of Dirt Devil. The spot grew the market by 250% within 90 days of the launch and it drove 7 retail sales for every direct sale made. The tremendous sales volume resulted in a "sellout" both in DR and retail. Virtually every retailer had run out of the product by Christmas.
Freightliner - Excelerator
Insight:
Excelerator is Freightliner's roadside assistance and preventive maintenance program for truck fleets. The program offers four service levels with the highest of these, Excelerator Customized, targeted to mid-sized and large fleets. With Excelerator Customized, fleets that have some in-house maintenance and breakdown assistance capabilities can select only those services they need to round out their protection when and where they need it—allowing them to build a program that perfectly fits their needs.
Action:
BKV designed a direct mail program targeting C-level executives at fleets with 300-600 vehicles. The creative strategy highlighted the emotional benefits generated by the product's unusual menu concept: with Excelerator Customized, fleets have less to worry about. A dimensional direct mail package was designed and sent to a targeted list of 500 fleets to generate well-qualified leads for follow-up by a Freightliner sales representative. The package featured a unique tin box with a free tire gauge, which rattled around inside the box and drew further attention to the package. A personalized letter and brochure described the benefits of the program. A free personal emergency roadside kit was provided to fleet owners who set up a meeting with a sales representative. Follow-up phone calls also were conducted.
Results:
The Excelerator Customized launch package results far exceeded client expectations: of the 500 large fleet prospects mailed, 28 recipients requested a meeting with a sales rep, for an overall response rate of 5.6 percent.
Client: DTNA Integrated Direct Mail Enrollment Program
Challenge:
The largest heavy-duty truck manufacturer in North America, Daimler Trucks North America LLC, offers a comprehensive retail parts & service marketing direct mail program to its dealer network. BKV—the original creator of the program more than 10 years ago—recently completed a total update with new creative, more products within the retail flyer program, additional personalization within each direct mail piece, and a brand-new e-mail marketing component. DTNA needed to announce the new program and successfully communicate the benefits of participation (and the downside of NOT participating) to secure enrollment.
Solution:
BKV created an enrollment campaign that employed a highly integrated approach, including direct mail, e-marketing, a personal URL with Flash tutorial on the registration site, and webinars.
Results:
The enrollment campaign was extremely successful, with 65% (561 of 857) of all eligible locations currently enrolled in the program.
Client: DTNA Traffic Builder Direct Mail Program
Challenge:
The largest heavy-duty truck manufacturer in North America, Daimler Trucks North America LLC, engaged long-time marketing partner BKV to develop a traffic-builder direct mail program that would increase dealership parts sales.
Solution:
BKV created a mailer with coupons for high demand/maintenance products to help drive traffic and sales. The mailer, which was sent to dealers' customers and prospects, was designed to track success on the back end to determine ROI.
Results:
A 3% response rate generated more than $1,000,000 in incremental sales. This program went a long way toward helping DTNA dealers combat what competing truck brands were doing in the marketplace. It garnered dealer loyalty with customers, which is difficult to do in this highly competitive market.
EarthLink - We Mean Business
Objective: Increase online sales conversions for Web Hosting.
Challenge: Low conversion rates, poor Web site tracking and no tracking of outside media (direct mail, search engines and keywords) to site.
Solution: Develop a plan to increase sales conversion and enhance the trackability of the Web site. Research showed that the fewer steps there are to complete an online purchase, the greater the likelihood of a customer converting to a sale. We tested both a six-page and four-page process against EarthLink's existing seven-page process to determine which format yielded the greatest conversions.
Additionally, since EarthLink's Web site could not handle dynamic phone numbers or Web page tracking, BKV set up individual landing pages. This plus the placing of tracking tags on the landing pages and assigning unique phone numbers made it possible for phone orders and Web orders to be tracked back to the original media.
Results: EarthLink was able to determine which search engines, keywords and direct mail pieces were best at driving Web Hosting prospects to its Web site. By shortening the checkout process to four pages, EarthLink increased customer conversion by over 40%. Overall, the changes to the structure of the Web Hosting site and changes to the landing pages creative more than doubled the number of conversions.
Equifax
Challenge: Consumers don't seek credit monitoring because they aren't convinced that identity theft can happen to them.
Objective: The "It's Everywhere" integrated marketing campaign combats that misconception by highlighting the average person's hidden vulnerabilities to the crime and reinforcing the need for extra protection.
Strategy:
Results:
GE Money - Beyond Control
Objective:
Strategy:
Results:
Client: GMAC Insurance
Problem:
GMAC Insurance is one of the largest auto insurers in the nation. The auto insurance industry is a highly competitive environment, and competitors to GMAC Insurance have grown steadily over the last several years, all touting a savings/price message. GMAC Insurance has done very little brand advertising, so public awareness of GMAC as an Auto Insurance provider was very low. They needed a new way to generate a higher volume of leads to meet the company's acquisition growth objective.
Solution:
The objective of this DRTV campaign that launched across several markets was to drive qualified leads to call or log on to the Web for a new quote. To achieve these objectives, BKV needed to come up with an approach that would command the attention of our target prospects and directly address the benefits of insuring with GMAC. The strategy was to leverage GMAC's heritage in the auto industry and communicate the benefits included by GMAC Insurance that other insurers didn't feature in their policies.
Our testing strategy included :60s vs :120s, as well as an offer test. We tested offers such as Two Free Movie Tickets for a quote request, vs. Free Quote (without the movie ticket premium).
Results:
Client: Harrah's Entertainment
Problem:
In order to capitalize on the broad audience seeking deals around Black Friday, Harrah's Entertainment wanted to promote its property brands during the period following Thanksgiving. Harrah's faced pressures from online travel aggregators with whom they have agreements to distribute room inventory. Moreover, the market was saturated with competitive advertisements offering attractive alternatives.
Solution:
BKV capitalized on our already extremely efficient media buys, incurring no additional cost in changing out to Black-Friday-specific creative and re-routing the associated traffic to our Black Friday landing pages. We also utilized the display networks in order to re-target our Total Rewards (loyalty) customers. Finally, we bought placements on Amazon.com to better capture online shoppers.
Results:
Overall, the campaign generated a 24% lift in revenue for the participating properties. Amazon.com and display networks were far and away the greatest volume-producing and revenue-generating publishers. They were responsible for 95.7% of the total reservations.
Client: The Home Depot
Problem:
The Home Depot is the world leader in home improvement. They approached BKV with the challenge of finding a better way to engage their customers with their e-mail and corresponding weekly ad Web site promotions. The existing campaign was a standard out-of-the-box approach that wasn't achieving the results they desired.
Solution:
BKV's approach consisted of taking the best of breed weekly ad experiences, redesigning it to ensure an enhanced customer experience, conducting research and usability studies, ensuring that the design fit into the brand proposition for The Home Depot and ultimately coming up with a design to meet the brand and consumer needs. This was done on both the e-mail and online experience side of the equation.
Results:
The results for this campaign far exceeded our goals and objectives:
Client: Make-A-Wish Foundation® of America
Problem:
The Make-A-Wish Foundation® routinely includes the story of child's wish in direct mail appeals to their donor base. However, there was no way for a donor to "experience" the joy of personally granting a wish of a child, making it a challenge to cultivate high dollar donors.
Solution:
After learning that Make-A-Wish granted one young boy's wish to be a country music singer by recording one of his own songs, BKV developed a strategy of sharing his song with the donor audience.
BKV created a self-mailer package, which included a limited edition CD with a version of Frankie's first song, "Eva" — plus a blank fan letter template on which donors could share their words of encouragement and support to the budding new country star.
Results:
Overall, the innovative format created quite a reaction, doubling the response among the $500+ donor segment. In addition, the campaign generated over a thousand pieces of fan mail for Frankie, — helping to fulfill his wish to become a country music star.
MAMTC
Insight: The Mid-America Manufacturing Technology Center (MAMTC) provides high-quality, competitively priced consultation and training to small- and medium-sized manufacturing companies in Kansas. MAMTC focuses much of its efforts on helping clients improve productivity, profitability and overall business performance.
While the group offers a variety of seminars, workshops and events for manufacturers throughout the year, many of its clients also request help with marketing, specifically public relations, lead generation, lead management and trade show assistance. BKV stepped in to help MAMTC offer a suite of marketing programs to its clients at a fraction of normal agency cost.
Action: BKV developed a list of targeted companies with a special focus on executive level decision makers (founder, president, CEO) as well as key influencers (CFO, VP, sales and marketing directors). A hybrid self-mailer package was designed to complement the MAMTC brand with a letter and a business reply card that offered several response options. Follow-up e-mails were sent to a portion of the list about a week after the mailing.
Results: The mailer was sent to approximately 1,400 companies reaching more than 2,500 key contacts. The initial response rate was slightly under 2 percent; however, the follow up e-mail boosted response by 300 percent. Many firms have expressed interest in the marketing programs offered, and also in MAMTC's regular services. This program won first place honors as an AMBIT Award winner from the Kansas City Direct Marketing Association.
Mr. LongArm
Insight: Mr. LongArm, a manufacturer of extension poles, came to BKV in need of a strategy to differentiate themselves from their competitors. Mr. LongArm was the first to market the extension pole in 1958 but since then many copy-cat competitors have saturated the Do-it-Yourself (DIY) and Professional markets with very similar products. Price conscious consumers most frequently purchased the least expensive product and felt there was no differentiation among poles. Mr. LongArm needed to develop a strong, positive brand image in the marketplace while communicating the vast uses for their products as well as introduce a new ergonomically-designed product line.
Action: BKV conducted in-depth interviews with Mr. LongArm customers within the DIY, Professional and Janitorial-Sanitation (Jan-San) markets as well as independent sales representatives. BKV found that DIYers purchased poles for their immediate paint project and didn't recognize the many tasks that Mr. LongArm could help them accomplish. In the professional markets, paint and Jan-San, getting the job done is about money. Mr. LongArm's breadth of attachments and quick change mechanism helps get the job done more quickly so they can move on to the next job. Based on the findings, BKV created the new positioning of "adaptability" for Mr. LongArm. "Mr. LongArm helps you get any job done!" The "adaptability" position was integrated into all marketing efforts including the development of a new logo and tagline, "Finish. Up." Catalog sell sheets were created for new and existing product lines, product labeling was redesigned and a new product display created. In addition, a brand advertising campaign was developed to run in professional paint and janitorial-sanitation trade publications. The development of sales materials and a press release will be distributed to coincide with the official launch.
Results: BKV created a brand position that is able to speak to multiple market segments and differentiate Mr. LongArm from competitors. We also successfully created the marketing materials to officially launch the brand strategy, positioning and new product line to the market.
Client: The Salvation Army
Background:
When you think of The Salvation Army, you may first think of "kettle" donations. For 137 years, The Salvation Army has provided disaster relief, fed the hungry, sheltered the homeless, cared for the abused and worked around the clock on countless humanitarian efforts — helping millions of individuals yearly. The Salvation Army is currently hard at work in 108 countries using more than 175 languages all around the world.
Problem:
The Salvation Army wanted to generate qualified leads within the Southern Territory, especially among non-Salvation Army donors, for their Charitable Gift Annuity Program, while also increasing awareness and favorable attitudes toward The Salvation Army. BKV was given the challenge to find the appropriate campaign and medium to accomplish this goal.
Solution:
BKV had demonstrated extensive success with non-profits and DRTV when the giving amount was either consistent (as in a monthly pledge program) or sufficiently high to offset production and broadcast costs. Since The Salvation Army enjoys widespread recognition among the general public, and the entry level gift for a Charitable Gift Annuity is $5,000, BKV recommended testing 60-second DRTV spots. The low cost per point for DRTV and the ability to target both regionally and to the audience made it a cost efficient buy. Targeting seniors with the means to donate $5,000 or more called for a campaign sensitive to the target audience, and one that communicated feelings of security, warmth and trust. It was critical to find a highly respected individual well-known in the South to explain the program.
BKV suggested Dixie Carter and several other celebrities as a spokesperson; BKV and one of our LA partners were instrumental in obtaining her agreement to appear. Ms. Carter's support of The Salvation Army because of the aide they gave her father during World War II, along with her age, credibility, persuasive personality, and popularity in the South made her the perfect spokeswoman for the Charitable Gift Annuity program. Scripting and staging was done to take advantage of Ms. Carter's personality and Southern background.
Creative centered on Dixie Carter and her personal experience with The Salvation Army and that she considered the Salvation Army her "favorite charity." Copy emphasized the good work of the Army and how a charitable gift annuity was met with a gift in exchange from the Army in the form of lifetime guaranteed interest on the annuity.
Interested donors were directed to an 800 number and a Web site for further information. BKV set up the backend processes with a call center that had experience with high-touch type phone calls. Unique 800 numbers were assigned by market and station where the spot ran, which allowed BKV to track and monitor responses by market and make adjustments to the media schedule based on the returns to maximize leads and cost efficiencies.
BKV also designed a campaign landing page that provided more information about the CGA program, a rate of return chart, a special message from Ms. Carter and an online request form to capture the lead. The landing page also included a "refer a friend" button to forward the landing page to someone else who might be interested.
Results:
The campaign was very successful and exceeded its goals with an ROI of 15 to 1. The landing page received 33% of the overall leads in the program. Based on the success of the test, the Salvation Army rolled out the campaign in the Southeast.
Client: Save The Children
Problem:
When 50% of the new television-acquired sponsors lapsed in their pledge payments within the first six months, Save the Children turned to BKV to develop a strategy to minimize the attrition. CRM became critical in this process.
Solution:
BKV sought to understand all facets of the new sponsor behavior patterns, and employed a number of primary research methods to delve into the sponsor psyche, including:
Using their findings, BKV developed a comprehensive CRM campaign, including:
Results:
By and large the campaign was a complete success. This effort decreased attrition by 25% among the target audience! Elements of the program were also used to target other vulnerable lifecycle events, helping to decrease overall attrition.
Client: Six Flags Corporation
Problem:
Each Six Flags park was responsible for planning and executing its own direct mail program to generate prepaid group orders. It was very expensive to produce park-specific campaigns on an individual park basis. In addition, each park had its own order entry system that did not lend itself to reliable tracking for results analysis.
BKV was challenged to develop a more efficient program that could be utilized by all parks, yet would maintain each park's own identity.
Solution:
Establishing a centralized, cost-efficient program that would meet the needs of each park required a number of changes. First, BKV developed a consistent campaign across all parks. The campaign
was designed to allow for photo and copy changes that would accommodate each park's specific rides and shows. A major cost savings was also realized by "gang printing" all four-color mailings across the system. We designed packages that included multifold brochures that showed through oversized window envelopes. This allowed each mailing to look different on the outside while utilizing the same brochure across flights. Efficiencies were realized by printing all the brochures for the year at the same time.
Second, so that we could properly analyze the results for each park and leverage the learning across all parks, a standardized order form was designed for all parks. This form included a 15-character "smart code" to quickly identify park, campaign, list, offer, creative, etc., and allowed us to track data consistently across all parks. We also created the park's computer monitoring system for group sales so that reports could be generated for analysis.
BKV saw another opportunity to increase sales through a referral program and recommended including "Pass Along" order forms. A second order form was included in each package with a "Please pass along" message. This allowed for deeper penetration within the schools/churches at minimal cost. To date, the pass along order forms account for almost 50% of total trackable sales. An annual direct marketing plan was implemented for all parks which incorporated individual plans for each park. By having one central source for analysis and planning, it allowed the parks to benefit greatly from the shared data across all parks.
We created multiple test cells to identify the most responsive lists, titles and offer. We also tested distance from the park and enrollment/congregation size. Once the results were in, we analyzed data on an individual park basis as well as collectively for all parks. Because the data was to be shared, we were able to test several different cells in different parks. While we understood that the results might vary by park in rollout, we were able to share data from different tests that provided valuable direction that could be applied across all parks.
Results:
Based on learning across all parks, we were able to expand mailings to maximize results at specific times of the year (increased fall and winter mailings). With the increased efficiencies, we were able to increase our quantities and utilize high penetration mailings (increased titles into each school) that resulted in a significant increase in ticket sales the first full year of the program. The cost savings also allowed Six Flags to expand the outer market program that incorporated an offer strategy based on distance to the park that resulted in incremental sales.
Client: World Relief
Background:
Since 1944, World Relief has been helping churches help suffering people worldwide in the name of Jesus. As the humanitarian arm of the National Association of Evangelicals (NAE), World Relief equips evangelical churches to minister to hurting people's physical, emotional and spiritual needs. Their innovative ministries focus on church-centered healthcare, income generation, agricultural assistance, refugee care and emergency relief.
Problem:
Many of World Relief's donors gave substantial amounts over the past year, but the organization still needed funding from a key audience — World Relief's Major Donors. BKV needed to craft an appeal that stood out from other mailings they'd received, provided a meaningful reason to give again, and created a deeper understanding and bond with these major donors.
Solution:
The project selected was Agricultural Ministries in Nicaragua. This is a country that has been ravaged by deforestation and natural disasters, which ultimately affects the survival of the people of Nicaragua. We needed to educate and persuade this audience to once again donate to World Relief with a package that literally communicated the very nature of the project.
To do so, BKV created a 3-dimensional mailing that highlighted one of the nation's best "cash crops" — coffee. In order to connect the World Relief-funded project with something tangible for the donor, BKV recommended sending the major donors a sample of coffee grown as a result of a World Relief project. This gave something back to the donor and represented the "fruits of the ministry's labor."
The package utilized a corrugated cardboard box with a mailing label, an emotional letter from the President (with reply device), a letter addressed from World Relief's Country Director for Nicaragua, a very informative insert with the organization's Goals, Programming, Needs/Challenges, and Results, and a 4oz. sample of coffee in a burlap bag.
In order to ensure the authenticity of the package, BKV worked directly with the Nicaragua field office. This helped us capture the reality of the need as well as to procure actual coffee from the fields in which World Relief conducts its work and ministry. The process required BKV to coordinate with multiple vendors to make sure the package was "authentic." All package components were integrated by use of natural-toned paper and color schemes. We gave the mailing a very "earthy" feel, which tied perfectly to the subject of agriculture.
Results:
The major donors are a small, but very vocal group of individuals with whom World Relief is developing a personal relationship. The idea of using a tangible item, coffee from a World Relief project, was the best-received mailing from Major Donors the client can remember. Not only has World Relief received sizable donations, but the "buzz" created by the package has helped facilitate deeper relationships and conversations with this important group of donors to support other endeavors.
Contact BKV
BKV - Kansas City
New Business: Rick Skaggs
10561 Barkley
Suite 200
Overland Park, KS 66212
P: 913.648.8333
get directions
BKV - Atlanta
New Business: Brent Kuhn
3390 Peachtree Road
10th Floor
Atlanta, GA 30326
P: 404.233.0332
get directions
New Business Fundraising: Maribett Varner
P: 404.233.0332
BKV in the news
At BKV, we enjoy making headlines. Just take a look at some of our recent happenings! Want to learn more? Contact us.
October 6, 2011: BKV Joined Marin Software Certified Agency Program
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September 22, 2011: Creative Scholarship for Students Who Spin Best "Modern Fairytale"
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August 3, 2011: Realtree Launches Mobile Site for Outdoorsmen
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May 31, 2011: BKV Hires Alan Blose as Chief Creative Officer/Executive Vice President
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May 16, 2011: BKV Earns 21 AMBIT Awards from KCDMA
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December 20, 2010: BKV's Susan Reiter quoted in Deliver Magazine, published by the U. S. Postal Service
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