Opportunity
Drive traffic to the Iowa State University Alumni Association (ISUAA) website and increase online apparel orders among members

Key Insight
Variable data would help to better target alumni; Target audience could be sectioned out by graduation dates; Content could be personalized to include imagery they were familiar with during their enrollment (i.e., era-specific logos and mascots)

Approach
Promoted the URL through postcard mailings and e-marketing

Services used: Graphic design; Web design; Retail product selection and procurement; Variable data; E-mail marketing; Copywriting

Results

• Direct Mail: 5% Ordered (vs. Industry Standard = 2%)
• E-mail Marketing: 6% Click-thru to shopping site (vs. Industry Standard = 3%)
• Orders exceeded 850; 850 x $50 Avg. Order = $42,500 in sales