Rochester, N.Y. – Personalized direct marketing is breathing new life into fundraising, promotion of health and wellness programs and countless other revenue-producing initiatives across diverse industries. The proof will be offered in the Xerox Corporation booth (No. 2012) next week at the Direct Marketing Association Conference and Exhibition, where 15 leading direct marketing companies will be featured describing their innovative services and campaigns.
"Personalization strategies are absolutely required for successful marketing in today's always-on world," said Shelley Sweeney, vice president, Direct Mail and Service Bureau Segment, Xerox Corporation. "In our booth, we're helping attendees learn how to drive results by communicating in more relevant, personal ways."
The 15 direct marketing services providers in the Xerox booth are members of the Xerox Premier Partners Global Network. Participants are: Aspen Marketing Services; Associates International, Inc.; Budco; Cathedral Corporation; CDS Global, Inc.; Daily Digital Imaging; DME; EU Services; FSSI; GPM; Lexinet Corporation; Northwest Mailing Service, Inc.; The Mahoney Company; The Total Mailing System; and Wilde.
A sampling of recent campaigns by these firms, all incorporating pieces created on Xerox digital color printing devices, includes:
Cathedral Corporation developed the first-ever multi-channel fundraising initiative for a Roman Catholic diocese. The package included a three-part mailing with personalized URLs to solicit lapsed donors to the annual fund campaign of a diocese in Erie, Pa. The results included a 900 percent return on investment and a 400 percent increase in response rates over traditional direct-mail campaigns.
EU Services worked with the Virginia Tech Alumni Association to create a highly personalized variable yearbook-style brochure for its annual fundraising campaign. The direct mailing went to 23,500 alumni celebrating milestone reunions and drove an 8 percent increase in responses and a 5.3 percent increase in revenue compared to the previous year, while significantly reducing the cost of the direct-mail package.
The Mahoney Company developed an online digital library for Zurich of North America offering insurers research papers with current risk assessment information, as well as product literature. Print fulfillment is provided at the point of need by Xerox Premier Partners. The new Zurich Virtual Literature Rack is expected to help risk managers and brokers to better track industry trends that affect their decision making.
Wilde developed a customized multi-channel program on behalf of Blue Cross/Blue Shield of Massachusetts to encourage healthy behavior among members who had not recently engaged in their plans. Results included response rates as high as 11 percent, an increase in plan utilization and participation in member surveys showing an improved positive perception of the health insurer.
XMPie, A Xerox company, will also be showcased in booth 2012, demonstrating new capabilities enabled by its software for cross-media, variable-data and one-to-one marketing. XMPie recently launched the latest version of its award-winning PersonalEffect software and its first hosted e-communication solution, Hosted e-Media Express Edition.
The Direct Marketing Association Conference and Exhibition will be held in San Francisco Oct. 9-14, 2010.