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Case Study: Retail

Customer Acquisition, Retention and Loyalty: Lead Generation and Customer Communications Direct Mail Program

Anderson Capabilities Used:

		List and Data Acquisition
		Data Processing, Management and Personalization
		Database Programming and Management
		Printing: Offset, Laser and Digital
		Lettershop and Mailing Services

Challenge: One of the nation's leading health club chains planned a bold nationwide expansion and a sweeping rejuvenation of existing facilities. The client needed a way to:

		Communicate news about its new and renovated facilities to local residents in each club area, on a schedule that coincided with each club's opening
		Quickly reach and attract consumers who would be good candidates for health club memberships
		Tailor communications to highlight the unique features of each location
		Track in-home mail delivery
		Manage the whole program efficiently,cost-effectively, and accurately

Solution: Anderson Direct Marketing worked with the client to integrate a centralized direct mail program tailored to the chain's multiple locations. Regional marketing directors submitted their custom campaign artwork via secure electronic file transfer, and that content was processed through a streamlined print workflow program that took advantage of Anderson's digital and traditional printing capabilities. The finished pieces were in the mail within 72 hours of content receipt. To expedite mailings even further, Anderson implemented a USPS Priority Drop Ship program that reduced mailing delivery time and resulted in significant cost savings for the client. We also tracked in-home mail delivery times with the use of PLANET codes.

Results: The client experienced increased response rates and significant membership growth in both new and existing markets. The program was so successful that the chain increased its direct mail efforts. The client expanded its marketing efforts to include loyalty programs with postcards that announce sales and other promotions.

"The success of the direct mail programs has enabled us to significantly increase memberships nationwide. The benefits of these programs have proven great success for our organization!"

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