AVON 39, The Walk To End Breast Cancer is a two-day, 39.3 mile event in seven US cities, All funds raised are used to fight breast cancer. Registrants commit to a $1,800 fund raising goal through sponsorship opportunities or personal donations. Since 2003, AVON 39 has enrolled 207,000 participants and raised $550 million dollars for breast cancer research.
Primary Color’s involvement with this project includes services for data and list analytics, direct mail, fulfillment, POP, online programming and reporting. We also provide all the pre-press, printing and bindery services in support of the AVON 39 program execution.
- The major challenge with the AVON 39 direct mail was to achieve similar results from the previous season’s response rates, with a 20% reduction in direct mail budget.
- Accurate management of postage and inventory levels of fulfillment materials. It was not uncommon for AVON 39 to discover inaccurate inventory levels.
- Create an online reporting database illustrating each marketing segment associated with the program along with key metrics. Timing was critical since this tool was critical to early season strategy.
Utilizing the results of a predictive response model, we recommended a less expensive prospecting mail piece that had the ability to touch more prospects with less marketing dollars. We sourced the prospecting lists, printed, personalized and mailed nearly 4 million acquisition mailers.
Our fulfillment solution was to create an automated process where AVON 39’s daily file feeds would be passed through a custom utility. This utility presorts the data for postal savings and automatically deducts inventory and postage from an online processing form our client can access 24/7 to view processing activity, inventory levels and postage balances.
We designed and developed a custom online marketing database to meet their reporting needs. The site reports are near real-time with daily data syncs.
Our direct mail solution has currently achieved 13% more registrants in 2015 and 25% more than two seasons past. We accomplished this goal with a marketing budget reduction of 27% less than 2014 and 58% less than 2013.
Fulfillment execution has been flawless. We also recommended minor changes in the fulfillment packages that saved AVON 39 considerable postage costs.
We successfully launched the new online reporting site in under 90 days. It contains all of the needed custom reports with extremely fast seek times. Because we used the latest technology our solution displays seamlessly across mobile, tablet or desktops – with worry free browser compatibilities. The data feeds are automated through SSIS to keep the information current and accurate.
Want better results with your next direct mail campaign? Let us know, we would love to show you our solutions.
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