Direct Marketing

The campaign’s goal was to drive ISU AA members to the website for online apparel orders during the holidays. The target audience of ISU alumni was further delineated by the era they attended ISU. Innova utilized variable data to personalize each touch with name, contact information and ISU’s mascot as he appeared during the recipient’s era at ISU. Innova designed and wrote each piece within ISU’s brand guidelines while maximizing appeal. The campaign resulted in a 5% response via direct mail; 6% click-through via email and 850 orders.

REG, producer and marketer of soy biodiesel and other renewable fuels, sought to leverage the approaching harvest season with its key agricultural audiences. After analyzing available mailing lists, Innova targeted three groups, each of which shared an interest in the success of biodiesel: Iowa fuel marketers, biodiesel plant investors and ag producers. Using key messages, audience-specific mailers were created to target why each group should be buying and supporting REG’s biodiesel. The response was enhanced via prize offers (i.e., 100 gallons of free biodiesel). Return rates were strong: Investors - 25.3%; Farmers - 12.6%; Distributors - 2.8%.