In 2003, DIG created an extremely successful targeted marketing campaign for QLC designed to launch new year-round services and reconnect with former clients. In 2004, QLC wanted to build on the momentum of the previous year and continue to expand the business with a second targeted campaign.

Program Objectives:

• Reconnect with previous customers who did not respond to the 2003 offer
• Motivate customer to sign up before the end of March 2004

Description of Services provided by DIG:
300 pieces were mailed to former customers who did not respond to the previous year's mailing. The design maintained the brand identity established the previous year, featuring a child on a beautiful lawn to appeal to a family-oriented demographic. A personalized message to the customer referred to services previously used and invited the recipient to take advantage of a special offer.

Significant Results Reported by customer:

• Generated a response rate of 14.6%
• Close rate of respondents was 27%
• Gross profit after print and postage costs of $5,667
• Lifetime value to the client of $52,000, an ROI of over 8,000%

Project Analysis:
This is a great example of how following up on a previous mailing can produce great results. Despite the fact that none of the recipients had responded to the 2003 offer, there was still new business to be found. DIG helped Quality Lawn Care turn their customer database into a new source of revenue. Can you DIG it?