Envision EMI, the world’s largest creator of leadership and success programs for high achieving youth, selected Pomerantz to develop an integrated marketing campaign promoting enrollment in the 2010 National Young Leaders State Conference (NYLSC). Using the theme “You Own the Power”, Pomerantz developed two unique direct mail packages: one targeting mentors, and the other reaching out to parents and students.
The project started with an audit of previous campaigns
The campaign strategy and concept were developed, including a plan to use direct mail to target mentors/teachers and parents/students
Recipients were driven to a microsite for more information on the program and mechanisms for enrollment
The “You Own the Power” theme was brought to life using a “mirror” on the inside flap of the direct mail; recipients read, “You Own the Power”, and had the message reinforced upon looking inside and seeing a reflection of themselves
Personalized inserts with variable data were incorporated into the mailings
Two mailings of over 20,000 pieces each were distributed and results tracked via enrollment data and site analytics from the campaign microsite