Project Description

ITPAC provides assistance with IT audit and regulatory compliance for hospitals and banks. Their main targets are hospital CEO’s and bank Presidents, both of whom are notorious for being difficult to connect with – having numerous gatekeepers before anything reaches their desk.

The overall direct mail campaign strategy was to create four pieces.  The first one was an oversized postcard, this second piece was to be more dynamic, and the final two pieces would again be oversized postcards.  They would be sent every two months. For this particular piece we wanted to create a dynamic direct mailer that popped out when opened and explained the different threats these target organizations face on a daily basis. We partnered with Agency 877 to create the dynamic design.

The goal was for this direct mail piece to get past the gatekeeper and for the final decision maker to engage with it, peaking their interest and then setting up a compliance audit.

Results:

The piece got the attention that we were hoping for, and more. Typically ITPAC’s audits didn’t get booked up until the fourth quarter of the year. Two weeks after this dynamic piece was sent, (mid-June) ITPAC had booked all of their remaining audits for 2018, meaning that there was no need to continue with the rest of the campaign.

The ITPAC Direct Mailer won a Prism Award for Print or Three-Dimensional Piece – Small Business at the 2019 Lincoln AMA Prism Awards.