Iowa State University Alumni Association_DM

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.