Situation:
Polk was approached to serve as the master mail file coordinator for a sophisticated consumer event marketing program in which custom prospect and owner direct marketing files were provided for mailing and response evaluation purposes. Program objectives included generating qualified test-drives, extending brand communication and integrating the client’s marketing efforts.

Solution:
Polk created a strategy that incorporated market research, list development and file management functions. A dedicated Polk team worked closely with the client’s agency to ensure successful program administration.

The program’s pace was intense as lists were supplied for events taking place in 15 markets, each with unique requirements. Due to the prioritization involved with the multiple list sources, determining the right mix of owners and prospects to invite for each market was challenging. Manipulation of the master mail file to create the desired response varied from market to market as well. Additionally, the contribution of each list source provider to response and sales objectives was not “cookie cutter.” With outside files coming in from competitive list providers, Polk needed to put the client’s needs first and work closely with all program partners at all times. This cooperative spirit facilitated smooth program operations and minimal client involvement.

As the program evolved, the Polk team continually reevaluated all list selections to ensure that the program objectives were being met. Quantities and/or specific criteria were adjusted when a list source was not responding as expected.

Results:

• The event saw its highest attendance rate ever.
• Lists supplied from Polk sources generated a 10% lift in response over the previous year’s program.