Cross-Channel Case History: The Planner Pad ® Organizer
Originally designed and marketed in the early 1970’s, the Planner Pad® organizer with its unique proprietary funnel-down approach for organizing time and tasks has been sold by direct mail since inception. A website was developed 10 years ago but was never heavily promoted. Even so, in recent years the majority of sales transactions have taken place on the Web, but initiated by direct mail. At the time of publication, the site is under reconstruction to make it more E-commerce-, search- and user-friendly.
The project was to create a prospecting direct mail package to beat the 10-year old control. The primary goal was to significantly increase response to grow the company’s base of new customers. A secondary goal was to create a more contemporary looking mail piece with broader age appeal.