Hauppauge

For MidCap Business Credit, a commercial lending institution that special-izes in loans for firms with credit ratings of B or lower, the challenge is not just refining the list selection process to isolate the best prospects, but also to anticipate when these firms will be in the market for working capital. The answer, says Lee Marc Stein, proprietor of Lee Marc Stein Ltd., a direct marketing consultancy and creative services firm in Hauppauge, N.Y., that created this campaign for MidCap Business Credit, was a straightforward pitch that offered respondents two levels of response. MidCap conducted its first direct mail test a few months ago,

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