Proven Results
Below, we share recent stories about how our unique approach to database marketing
works for our clients.
Click on the links below to access one of our case studies.
Georgia Lottery | Georgia Tech
Here’s The Deal
Client:
Georgia Lottery
Industry:
Retail
Category:
Business-to-Consumer
Type:
- Database Development
- Strategic Management
- Customized Print and Mail
Campaign Title:
Deal or No Deal
Objective:
Introduce a new Georgia Lottery game based on the popular TV show, “Deal or No Deal” and to utilize direct marketing campaigns to generate additional revenue for the Georgia Lottery’s fund for capital improvements and equipment for schools plus the state’s Hope Scholarship for college students.
Strategy:
Develop and integrate a database of 290,000 past winners and opt-in players/winners from point-of-purchase and website records. Give creative and strategic input on a customized, die-cut design and provide guidance on postal regulations. Execute data processing, assembly, and mailing operations.
Results:
290,483 mailers were sent out, each with six separate game coupons. In order for the overall mailing to be profitable, redemption of 356,001 coupons was needed. Actual redemption was 612,643 coupons, yielding a profit of $256,000 and an average response rate of 35.1%!
dDirect’s mailing program for the Georgia Lottery won the 2010 “Partners In Excellence” first-place award from the nationwide Mailing & Fulfillment Service Association (MFSA). And, the program won the 2010 SouthStar Award for the “Direct Mail-Consumer” category from the Direct Marketing Association (DMA) of Atlanta.
On The Ball
Client:
Georgia Tech
Industry:
Nonprofit/Education
Category:
Business-to-Consumer
Type:
- Strategic Management
- Creative Development
- Customized Print and Mail
Campaign Title:
Georgia Tech Football Recruiting Program
Objective:
Ranking as one of the top public colleges in the U.S. with a four-time National Championship winning football team that was the home to coach John Heisman, Georgia Tech wanted to develop a direct mail program for recruiting Division I high school football players that effectively communicates Tech’s unique sports history and the rigors of its top-ranked academic programs.
Strategy:
dDirect created and produced weekly personalized mailings full of information and colorful photography about the rich traditions of Georgia tech football – including about players who have gone on to the NFL, coaching staff, the city of Atlanta, and more. The personalized pieces were mailed in 12 different envelopes and were targeted to a select list (provided by Georgia Tech) of approximately 1,000 high school players and their coaches.
Results:
For four seasons, the recruiting mailing program has significantly contributed to Georgia Tech’s recent football successes, including the 2009 ACC Championship, Coach Paul Johnson ACC Coach of the Year for two years, ACC Player of the Year, Defensive Player of the Year, two first-round draft picks to the NFL in 2010, and selection to post-season bowl games every year.
dDirect’s mailing program for Georgia Tech won the 2011 “Best Direct Mail Program for a Client” award from the nationwide Mailing & Fulfillment Service Association
