"Darwill's custom tracking solution really differentiated them. They were the only partner who made us feel comfortable they could take on such a project and ensure the flawless execution of our custom lead generation campaign."

Microsoft®

Needs

  • Expand the perception of Microsoft to include solution provider
  • Secure meetings for Microsoft's Business Intelligence (BI) solution
  • Develop a fully integrated direct marketing campaign with custom built-in response tracking
  • Expert advice for successfully mailing a unique dimensional direct mail piece
  • The ability to use targeted messages to increase response rates

Everyone knows that Microsoft is a software developer. However, many do not know that the software giant is also a solution provider. Jacobs Agency was charged with changing that perception in order to promote, and generate leads for, Microsoft Business Intelligence (BI)—an end-to-end solution that provides collective intelligence to meet the challenges of the professional services industry. To fulfill this tall order, the agency turned to Darwill for help in executing a very complex cross-media campaign.

Darwill's impressive experience and proven capabilities made them the perfect partner to develop and deploy a marketing campaign with very targeted variable data, direct mail, PURLs and landing pages, all backed by a sophisticated back-end tracking system. Jacobs Agency also leaned on Darwill to provide suggestions on how to successfully print and mail their unique dimensional direct mail piece and to execute targeted messages for various audiences that would elicit high response rates.

Ideas

  • Build a completely custom back-end system that is specifically tailored to integrate with Microsoft's CRM database
  • Use PURLs to establish a convenient microsite for meeting coordination that would increase response rates and enable real-time campaign tracking
  • Variably print the brochure to target 17 industry verticals
  • Use a custom shipping solution to ensure the box is functional and arrives looking sharp

Darwill worked with Jacobs Agency to turn their 3-dimensional mailer concept into a viable direct mail piece that would successfully get past gatekeepers and into the hands of business and technology influencers. To ensure the piece kept its shape and arrived looking sharp, Darwill recommended using a lightweight structural insert. And to ensure the piece would fall into a flat brochure upon opening, Darwill suggested a score and fold method that ensured the piece would flatten when the package opened. Once the mechanics were established, it was on to the messaging and campaign execution.

Darwill, a variable communications specialist, worked with Jacobs Agency to set up the brochure portion of the Microsoft BI direct mail piece to be variably printed with targeted messages for 17 unique industries nationwide. In addition, each recipient was matched with a personalized URL (PURL) that provided an easy and personal way for recipients to heed the call-to-action and set up a meeting with a Microsoft BI Specialist. The incorporation of PURLs also provided real-time campaign tracking capabilities.

Key to the success of this project was Darwill's creation of a custom real-time back-end tracking system that met Microsoft's very specific needs. The system, which was tailored to integrate with Microsoft's CRM database, featured custom coding and unique tracking capabilities that allowed users to retrieve information by ID numbers, time stamps and assigned database contacts; and run reports based on specific categories such as sales person and age of lead. As a result, Microsoft management could easily see which of their leads were and were not followed up on as well as what stage each lead was in the process. The system also had a built-in feature that generated an automatic email to Microsoft Reps when a meeting was requested. As a result, this customized program enabled the successful execution and management of the Microsoft BI campaign.

Outcomes

  • A fully integrated cross-media campaign with real-time tracking
  • Response rates that exceeded objectives
  • Full sales pipeline
  • Successful launch within a tight timeframe

The cross-media campaign achieved 124 inbound leads via the PURL system, more than doubling the targeted response rate and thereby exceeding client expectations. In addition, Microsoft's sales pipeline continued to fill up after a successful follow-up telemarketing initiative.

Darwill worked well under pressure to help Jacobs Agency execute the multi-faceted Microsoft campaign. They also met all of the requested back-end tracking requirements enabling Jacobs Agency and Microsoft to slice and dice the acquired information as needed. As a result, Jacobs Agency was once again impressed with Darwill's industry-leading cross-media capabilities that allowed them to over-deliver on the Microsoft campaign objectives.

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