email

H2O Campaign Reveals Guideposts
a Winner

Interactive campaign delivers qualified
sales leads

The Concept
Guideposts' performance in the new MRI Involvement Index was nothing short of outstanding - confirming the unique involvement readers experience with the magazine. To communicate this exciting message to their market, Guideposts needed an innovative campaign that would involve their advertiser audience in much the same way as the magazine engages its readers.

The Creative
To meet this challenge, H2O developed an exciting campaign that utilized both online and print elements to reach prospective and existing advertisers. A unique direct mail package and an HTML email broadcast delivered parallel marketing messages to targeted lists, driving click-through to a registration page on the newly re-launched Guideposts media website. In this way, Guideposts was able to reach a far broader audience while augmenting their existing email list with crossover from their postal list.

The Results
The results were extremely impressive - a 5% initial click-through yielded over 250 qualified, registered sales leads for the Guideposts sales team, and a 300% surge in traffic to the Guideposts media website.

mailer/webThe Rewards

"Our advertisers really had fun with these pieces," said Guideposts Marketing Director Kristen Lacey. "H2O was able to create a cohesive campaign that really involved our audience - which is just what we wanted to do. Most importantly, having them click through to our new website allowed us to present them with the latest industry research results in a more timely and cost-effective manner."

For Sales Solutions That Work -
contact Jason Dodd at H20, (212) 627-7652
jdodd@h20associates.com