Case Studies
Everyone likes a little show-and-tell. Here are some of the latest projects we’ve worked on…
HEALTH CARE PROVIDER
Objective: A regional wellness provider was having difficulty engaging patients who had scored poorly on recent health risk assessments. Their customer was adamant about getting these particular individuals on a coaching program towards better health. After trying traditional direct mail, phone calls and emails, they were running out of ideas.
Solution: BlueDog Digital developed a postcard+PURL+bump card campaign that leveraged the results of the health risk assessment (HRA) to make a compelling pitch for the individual to engage. Each addressee received a postcard that clearly stated their HRA score and detailed their risk areas (e.g. nicotine use, blood-pressure, cholesterol, etc). They were offered a chance to meet with a health coach by using a personalized URL (PURL). At the PURL, they were asked a series of readiness-to-change and lifestyle questions (where the answers were forwarded to the health coach in advance of their meeting). Then they were connected with an online appointment calendar system to choose a convenient day and time to meet with their health coach.
One week before the campaign deadline date, a “bump card” was sent out to those addressees who had not yet visited their PURL extending the deadline by one week.
Results: By the time the bump card went out, we had seen a 5.25% response rate (well above the industry average of 2.6%). After the bump card, the final response rate was 8.5%.
DIRECT MAIL RETAILER
Objective: An international catalog-based, direct mail retailer was looking for an innovative way to boost sales of a very specialized line of products. The products were already popular and sold famously, but the retailer felt they could sell more accessories and related items if they could vary their communication to each customer.
Solution: BlueDog Digital worked with the retailer to develop a strategy to reach existing customers with custom-printed catalogs that reflected the customer’s interests and tendencies. Each catalog was unique in that it not only included a high-level of personalization, it also displayed items associated with products the customer had already bought and promoted items that the retailer identified as those the customer would be most likely to purchase.
Results: The retailer saw a response rate in excess of 9.5%. They were so happy with the success, the retailer is planning bi-weekly catalog campaigns for 2008.
REAL ESTATE
Objective: A large real estate company found itself in heavy competition to recruit the best and most successful real estate agents in the market. Big on their own differentiation, the company was set on communicating their unique-ness with a unique campaign.
Solution: BlueDog Digital developed a monthly campaign of personalized postcards. Each focuses on one area where the real estate company is different from most of their competitors. The addressees are also given the opportunity to visit a PURL to read more about the company as well as to answer a handful of questions about their current situation and what they’d be looking for in a new environment.
Results: What started as an interactive campaign has become wildly popular as an image campaign. The company is very pleased with the dialogue that has come about as a result of the endeavor.
