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Project Type

Enrollment Campaign

Client

Envision EMI

Project Description

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.

Project Details

• 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