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Directory Publisher Expands Markets

Our Client A leading publisher of directories for independent telephone companies.
Challenge The client wished to expand its market penetration after acquiring several directory companies. Its strategy was to conduct a highly targeted mail campaign to businesses that purchase yellow page ads. The campaign required coordinated marketing programs for independent telephone companies in markets throughout the country including market and demographic research, data management, mailing and project management support.
Solution Response Technologies serves as an extension of the client's marketing team by designing and implementing a program to meet the requirements of the client, including:
  • Developing a system for determining the size of the potential markets as well as tracking order placement vs. open markets.
  • Creating a material management and inventory control system including weekly reports to provide accurate up to date material information.
  • Developing profiles of existing yellow page customers in a particular market for message targeting.
  • Producing customized letters for each market.
  • Mailing a series of solicitation letters for each marketplace.
  • Creating a billing system to allow the clients accounting department to tie costs to specific marketing campaigns.
With a mailing rate of over 700 targeted mailings per year, project management and control is paramount for successful execution. Our project and production management system provides effective job control from initial market research through production and client billing.
The Results The client is now able to rapidly expand their market penetration while we work closely with them to handle the details and provide detailed management information.

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