COMPANY PROFILE:

McKinley Marketing Partners, Inc.

Leading National Provider of Interim Marketing ManagersSM to Fortune 2000 companies.

SITUATION:

McKinley’s crack business development/sales managers are responsible for the target businesses in their respective geographic territories.

To raise awareness among the target audience prior to follow up calls by the sales team, McKinley has been doing a successful quarterly direct mail campaign.

SOLUTION:

For 2005 we took a step back and spoke to prospects about how they make decisions regarding interim marketing resources.

We found that, since their needs are event-driven (new launch, key manager on maternity leave), McKinley needed to increase mindshare, thus increasing the odds that they will contact the prospect when the need is active.

Since the business development managers cannot physically call each prospect every month, London, Ink recommended increasing the frequency of direct mail from four to ten per year.

Additionally while awareness of McKinley’s overall value proposition was high, there are many benefits that were not as well known. The increased frequency of mailings was an opportunity to showcase different key benefits and support points.

RESULTS:

The increased frequency of the direct mail campaign has been a better fit for the McKinley sales team, since they no longer have to contact each mailed prospect each quarter.
The mailings do the work for them by keeping the McKinley name and benefits in front of the prospects.