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WHO
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ISSA – the leading association for the cleaning industry
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WHAT
International Sanitary Supply Association (ISSA), based in Lincolnwood, Illinois, is the leading association for the cleaning industry. After being in existence for more than 80 years, ISSA decided to open membership to a new segment of the cleaning industry. In order to capture the attention of the new market segment, ISSA worked with advertising agency Queue Creative Marketing Group to produce a unique Customized MarketMail®, die-cut postcard in the shape of mechanical, chattering teeth.
The postcards were mailed to more than 18,000 facility service providers in the cleaning industry, including owners of commercial cleaning companies and directors of institutional custodial and housekeeping departments. To advertise the new membership opportunity, the Wondering What All the Chatter’s About postcard featured compelling copy, “Everyone’s Talking About Joining ISSA,” a list of membership benefits and an offer of 50 percent off membership when you attend ISSA/INTERCLEAN Las Vegas 2005, the association’s biggest annual event in the U.S.
“Our marketing objectives were to gain membership, create awareness of ISSA, communicate our membership benefits and attract the attention of busy business owners and leaders,” remarked Diana Bisswurm, Director of Marketing for ISSA. “This direct mail piece was extremely effective in helping us meet these objectives,” said Bisswurm.
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WHEN
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RESULTS
The results proved that the campaign was an unqualified success. ISSA realized a 50 percent increase in membership phone inquiries, 20 percent increase in membership and tripled Web activity in the membership section through a direct link that the postcard provided recipients. Additionally, overall activity in other areas of the Web site increased by about 10 percent. A few phone calls from members informed ISSA that they thought the postcard was a “clever idea” and indicated that they had passed it around the office or hung it on the bulletin board for people to view.
“We are very pleased with the campaign results. Our strategy of using a unique image to break through the clutter and generate awareness worked. Our postcard stood out in everyone’s mailbox because of its large size and unusual shape and we were able to realize a significant ROI,” noted Bisswurm.
View the front of the mailpiece (jpg).
View the back of the mailpiece (jpg).
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