Mary Had

By Tracy A. Gill Not too long ago, in lands not too far away, a small telecom service provider sent a B-to-B direct mail campaign that put a new twist on the old narrative format. The moral of this tale is that a little direct mail innovation can go a long way. Covad Communication's story began in summer 2004, when it ran a series of four radio spots in three of its major metro areas—Baltimore/D.C., San Francisco and Manhattan—each playing on a different fable, including "Mary Had a Little Lamb" and "The Three Little Pigs." The purpose of these spots, according

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