Official Show Daily • Cygnus Graphics Media


GRAPH EXPO • October 6, 2010 ■ 59


College’s Personalized Fundraising Campaign Hits the Roof


Kodak MarketMover Business Advantage Solutions deliver high response rates


increase its response rates, the group turned to The Kennickell Group, a Savannah, GA, marketing services firm. With Kennickell’s help, the Cit- adel Brigadier Foundation, a funding body for the college’s athletic schol- arships, sought a data-based market- ing solution for its annual fundrais- ing/membership campaign. Previous campaigns from the Citadel Brigadier Foundation had been based on telemarketing and a blanket mailout of traditional, non-personalized bro- chures to 30,000 alumni. Response rates were generally in the 2% range, and had never exceeded 6%. Kennickell, which offers Web, email and social media marketing campaigns, data collection and ana- lytics and lead management to sup- port its digital, variable and offset printing and fulfillment services, chose to produce a comprehensive multi-channel campaign, incorpo- rating


W


hen a fundraising body of The Citadel, South Carolina’s famed mili- tary college, needed to


in a 25-mile radius three times more likely. • Rank: Among those in the mili-


tary, higher-ranking alumni were more likely to be contributing mem- bers. • Sport: Former athletes from cer- tain sports were up to four times more likely to be contributing members


A targeted marketing strategy focused on 15 target segments. For each segment a value statement was developed and a campaign prepared. The creative elements included per- sonalized images, such as an image of the football stadium with the recipient’s name shown on the score- board. These personalized images and messages were delivered through multiple channels over a month-long period:


• Personalized direct mail postcard, including a link to a personalized website (personal URL).


personalized messages and


graphics, delivered via direct mail, direct e-mail, personalized websites and social media—all designed to ‘go viral’ through word of mouth and pass-along. Kodak is located in Booths 1227 and 5227. To help it develop this ambitious campaign, and educate its team in applying data analytics to segment the market, Kennickell requested the assistance of Kodak Market- Mover Business Advantage Solu- tions. Kodak MarketMover Business Advantage Solutions provide con- sulting services and business solu- tions that help print and communica- tions providers grow and optimize in a changing industry along with an experienced team of experts—man- aging consultants, operation special- ists, developers and engineers—who can analyze all aspects of a business, applying industry best practice to each unique situation.


Revealing data Using tools provided by Market-


Mover Services, the existing data- base of membership information and contribution records was analyzed. The findings revealed key factors that influenced membership and contribu- tion potential: • Location: Alumni living closer to the campus were more likely to be contributing members, with those


• Personalized e-mail blast (to those who did not respond to the postcard) with a link to a personalized website. • Personalized letters to those who


failed to respond to the postcard or e-mail. • A second personalized email blast to those who had not responded after three weeks. • A telemarketing campaign ran concurrently.


The Result Within three weeks, $175,000 had been received. In 60 days, member- ship had increased by 13%—and thanks to the campaign’s viral com- ponents, new members and pledges continue to arrive.


“The results speak for themselves,” says company president Al Kennick- ell. “We cut the client’s costs by 33% by eliminating targets that showed a very low probability of joining and donating and won more than twice the number of members they were shooting for. When you can cut costs and increase revenue, that’s a pretty strong combination.” By fine tuning the athletics themed message to the sport each person played, and then personalizing the image in each postcard and email, Kennickell engineered a return of 20%—more than triple the best return in the Citadel Foundation’s history, and 10 times the previous average. The Citadel Brigadier Foundation campaign has delivered returns for the Kennickell Group as well. “By


virtue of the results that we delivered, this client has asked us to be more involved in their ongoing marketing,” says Kennickell. The company’s transition to mar-


keting services is core to its recent growth, “All of our business growth


is coming from clients who look at us as much more than a printer. They look at us as a marketing ser- vices partner in the truest sense of the word, in that we really make a differ- ence with their return on marketing investment.”


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64