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Conference Mailings

Background

Keynote Educational deliver superior professional training to the education sector. In order to engage effectively with their audience, they regard Direct Mail (DM) as the most effective medium to achieve the cut through they require. As Keynote has continually grown in size and reputation they needed a DM and Print Partner to support their ambitious growth. Following a number of competitor trials, Propack were appointed.

To complement their highly-regarded training programmes, Keynote had launched a programme of innovative conferences. DM was the obvious choice as a means of promoting the conferences but due to the geographic locations and varying subject matters; complex data selections and segmentation activity had to be undertaken. This activity was previously done within Keynote taking up valuable staff resource. They needed a better solution.

Objective

  • To develop an engaging and cost effective mail pack.
  • To develop a process to efficiently select data (ensuring it is current), with the aim of speeding up the process and freeing up staff resource within Keynote.
  • Produce a mailing and release within a matter of days.

Overview

The extensive data work is now undertaken by the data team within Propack.

Following the success and ease of working with Propack, this data selection and segmentation activity has now been extended to support Keynote’s dynamic eMarketing schedule.

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