The Challenge: Getting the attention of the CEO
                        of a $400 million dollar organization

Our client, a Midwestern staffing service, was very eager to break into a major local manufacturer. They had learned that the local company was being acquired, and believed the transition presented an ideal opportunity.

The acquiring company was a very large, national organization. Normally, companies like these have a central HR department in charge of all staffing decisions. However, through a little investigative work, we discovered that no central HR person existed. If we wanted an opportunity to sell staffing services, we had to convince the President of a $400 million division of the acquiring company to talk to us.

The Solution: A unique, research-based campaign
                      to grab attention and create interest.

• We used the Internet to research the acquiring company and learned all we could about their mission and values.
• We used telemarketing to uncover the names of key decision-makers.
• We designed a four-step program consisting of weekly direct mail packages designed to grab attention, educate, introduce our client, and create a basis for dialog.

The Results: Success - after just two contacts!

After receiving the second mailing (which was delivered by FedEx), the President of the acquiring company called our client.

He thanked our client for the gift basket they sent (step 1 of the plan), and expressed that "his kids loved the goodies inside the basket, the photo book was on his book shelf, and he was indeed very interested in the concept of 'strategic staffing' (an educational article in step 2 of the plan)."

We never even made it to the 3rd or 4th steps of the marketing program.