Online & Direct Marketing Strategy Execution
 P R O B L E M
• The planning and execution of 2007 online & direct marketing strategies for this worldwide leading vacation company  ROLE of PROJECT MANAGER
• Execution of direct and online marketing actions in line with other marketing actions (advertising, PR) • Management of a $1.5 million budget and a team of three people • Coordination between creative agency, web agency, IT development team and printer • Editing of all online and offline initiatives • Selection of “prospects” niches • Analysis of various ROI and presentation of results to top management |
S o l u t i o n
• A new creative approach was adopted, mixing offline and online initiatives, in line with the company’s graphical chart and its new brand positioning • The systematic use of client database and various query tools available internally for maximum consistency • Set up of a "test" group for every offline direct marketing action • Use of tracking codes for every online initiative • Automation of key database updating processes • Rental of prospect lists (niche communities) R E S U L T S
 Exceptional response rate (over 8%) measured on a couple of direct marketing pieces
Real contribution of direct marketing actions established in terms of response rate, revenue compared to the test group, and net revenue per dollar invested
Increased accuracy of the database
Refined strategy on “prospects” and reflection on "clients' life cycle"
Increased customer satisfaction
 T I M E L I N E: 1 Year
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