Success Stories

Grand Opening Mailing for Morristown’s 40 Park

When Woodmont Properties wanted to capitalize on pre-sales opportunities for its luxury development in the heart of Morristown, NJ, the builder turned to Prompt Direct for help. According to Woodmont Marketing Coordinator Chris Camy, “Prompt suggested a mailing list that fitour demographics, and helped us generate a lot of pre-sales activity through the winter months, which are historically slow in the real estate industry. “When it came time for the project’s Grand Opening, Woodmont again called on Prompt’s services — and received a 50% response to its invitation mailing. “Prompt couldn’t have given us better guidance,” says Camy. “The 40 Park Grand Opening was the event of the year in a soft market — just 30 units remain available.”Woodmont views Prompt Direct as the ideal marketing partner. Camy explains, “We know our audience; they know how to reach them. Prompt understands our objectives and asks the right questions.” She’s also looking forward to implementing some of Prompt’s integrated marketing tools on future projects. “When we’re ready, we know Prompt will be there.”

“We know our audience; they know how to reach them. Prompt understands our objectives and asks the right questions.”
Using Profiling and Modeling to Tap into Fresh Prospect Names

When the New York Daily News expressed interest in new sources of prospect data, Prompt Direct had a solution in mind. With traditional list source universes shrinking as a by-product of the digital age, the timing seemed right to tap into demographic enhanced compiled sources. To do this successfully, Prompt suggested that the Daily News profile its current subscriber base in good standing and use that information to create a look-a-like or “model” scenario. This approach is the basis of Prompt’s profiling and modeling service. A model also offered a lower acquisition cost because the per-thousand rate is generally lower than controlled circulation lists. Prompt SVP Dennis Lacognata notes,  “I tapped into Steve Elias’ background and expertise on the list side to get this done for the client. “Steve notes, “We received the Daily News subscriber list less bad pays, and some prior mail files. We created the profile and model in early October 2010.” Using this information, Prompt identified variables consistent with the Daily News subscriber base. That analysis was used to create a prospect model. The end result was a prospect pool of over six million records. Prompt broke this pool down into 10 top deciles according to likelihood of response. To date, the Daily News has mailed to 750,000 of these names. Results thus far have matched or exceeded traditional sources at a much lower per- thousand rate. In addition to a new universe of names at a lower rate, Prompt’s model also provided the Daily News with actual demographics that were used to create offers for a recent mailing. “Instead of just a one-time list rental, the model also provides additional strategies with demographic appends that can be tailored to offers,” says Steve.    Modeling can be used to not only create a prospect universe that displays a higher propensity for response, but also to “score” a customer’s own internal lists or exchanges. With tightened budgets and ever-rising acquisition costs, better targeting has never been more important. Profiling and modeling, whether off-line or online, are the right steps to take in evaluating campaign strategies. 

“Instead of just a one-time list rental, the model also provides additional strategies with demographic appends that can be tailored to offers,”
MMBB Online Fulfillment & Acquisition Effectiveness

When the Ministers and Missionaries Benefit Boad (MMBB) found itself in need of a new fulfillment partner last fall, the organization — which provides retirement, life insurance and medical benefits to ordained and lay church workers — was referred by one of its printers to Prompt Direct. The Prompt team developed a sophisticated online ordering system that makes it easy for MMBB field sales and office staff to drop-ship a variety of materials, from a single customized enrollment kit sent directly to a customer to bulk-packed literature and giveaways for conferences. Says Harold Leibovitz, MMBB director of communications, “Our field staff can even order exhibits and displays, then return them to Prompt via a prepaid shipping label. Prompt did a great job making the transition to the new ordering system as easy as possible. “In addition to fulfillment, Leibovitz relies on Prompt to oversee his organization’s newsletter and report mailings. Prompt also recently handled an acquisition mailing that incorporated cross-media technology to drive response. Recipients were asked to complete a brief survey and update their contact information in exchange for a downloadable report. “It was our first time using cross-media marketing,” says Leibovitz, “and we were very pleased with the results. We not only received valuable survey data to complement our qualitative research, we also gained updated contact information for prospects.”Leibovitz points to an often-overlooked benefit of the cross-media technology. “It meant much less work on our end compared to traditional efforts — we didn’t have to update records manually or fulfill report requests once the campaign was over. This was a much more efficient means to accomplish our goals.”

Prompt did a great job making the transition to the new ordering system as easy as possible.