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04/27/06
ALEXANDRIA, VA – Ricci Communications recently crafted a direct mail membership campaign pilot for the National Business Travel Association (NBTA), the leading association for corporate and government travel managers and suppliers. The campaign featured a special offer and discounted membership for joining both NBTA and the local Business Travel Association (BTA) including the Midwest BTA, the St. Louis BTA or the Puget Sound BTA.
Ricci Communications created three targeted self-mailing membership brochures, each highlighting the benefits of that region’s BTA and NBTA.
Distributed as self-mailers at postcard size to minimize postage costs, the brochure unfolded to form a plus sign to emphasize the positive advantages of membership in both a national and regional professional organization. The unique fold involved the recipient and provided a “pocket” for a personalized letter and application that were digitally printed for customization.
“We ultimately wanted to create a piece that would be visually appealing, interactive and informational,” stated Jacki Silvan, Art Director of Ricci Communications. “By utilizing a fold that differentiated the piece from other direct mail, we were able to communicate the discounted membership opportunity in a way that would keep people reading.”
Ricci Communications was selected to create this direct mail membership package following a competitive process late last year in which Ricci Communications doubled the response rates of the next closest firm on a membership campaign. Additionally, in October 2005, Ricci Communications created and submitted an ad for NBTA to TIME magazine.
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