Marketing Challenge:
To find innovative ways to improve the results of a longstanding direct response
campaign that had been used as a control over an extended period of time.
In order to beat the standard, a series of innovative test campaigns had
to be developed to identify a unique approach that effectively communicated
benefits while generating purchases of Scholastic's products and services.
The Context:
Scholastic is a $2 billion multimedia company that has become the most trusted
name in educational publishing, reaching millions of parents, teachers and children
worldwide. Scholastic's award-winning portfolio of products and services includes:
books, magazines, television shows, films and curriculum software.
In an effort to sustain continued revenue growth, Scholastic must be innovative
in finding ways to convince prospects of the value of reading and learning
as a lifelong pleasure for all children. Since direct marketing is one of
the most powerful tools in the marketing mix, particular attention is paid
to optimizing results that flow "directly" to the bottom line.
Crossbow Solution:
After a thorough review of past and present direct marketing campaigns, Crossbow
Group's marketing team began the process of determining how to leverage powerful
best practice techniques used in other industries. Once identified, various
combinations of messages, offers and graphic presentations were produced
and tested to determine their performance against the control in terms of
rate-of-response, revenue generated and comparative ROI.
Results:
Crossbow Group successfully developed a campaign that surpassed the
control by 36! As a result of this effort, revenue targets were met and the
company discovered highly effective new ways to approach prospects and customers.
|
