As the sophistication of direct marketing programs grows, firms are compelled to ensure their marketing efforts are integrated on numerous levels. Brands that are sold via a distributor network face the additional pressure of having to coordinate such messaging and tactics across a widely disparate group of stakeholders.
Such was the case for Sylvan Learning, which provides private tutoring for children in grades pre-K through 12 via a franchise network of more than 1,000 local operators. In early 2007 the company worked with QuantumDigital, an Austin, Texas-based online provider of direct mail, on-demand printing and e-marketing services, to implement an online on-demand marketing program for franchisees. Called 1:1 Direct Mail Service Bureau, this solution offers users access to print mail templates (postcards, letter packs and flyers) and e-mail templates that are customizable to the local level. Franchisees may change up offers, headlines and pictures to give a local market feel to a nationally branded campaign, says Sara Costello, director of direct mail and conversion marketing at Sylvan Learning. In addition, the tool offers users the ability to define audiences via visual mapping technology and integrate print and e-mail campaigns for better response.