Project:
Direct marketing campaign targeting Rockwood’s
top pulp mill prospects that have influence over the specification
of woodyard handling and fuel feed systems.
Strategy: Utilize
a series of five direct mailers that are digitally printed
with personalized messages to 1206 of Rockwood’s best
prospects. Mail one piece a month for five consecutive months
with each piece showcasing different materials handling systems.
All five visuals and messages support Rockwood’s desired
positioning of helping mills move their bulk materials more
efficiently. Goal was to drive people to website to see entire
product offering and related benefits.
Placement:
This mailer along with four additional mailers was sent to
the Mill Manager, Powerhouse Manager, Engineering Manager
and Maintenance Manager in 291 pulp mills or integrated mills
throughout the United States and Canada over a five month
period.
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