We can send interactive video, personalised print and email marketing communications, high production value ‘glossy’ brochures, but sometimes a simple and appealing person-to-person letter is far more effective than all the ‘gee whizz’ trickery that modern marketing can deliver. Take the recent ‘I Love My Staff’ campaign from healthcare cost recovery specialist, Paycare.
It took the form of a simple, personal MD to MD letter. In it, the recipient was asked to consider the commitment employees gave their business day after day, the relatively small amount it would take to ensure that they had ready access to healthcare treatment, and the benefit to the business of reduced absenteeism and productivity gains from having a healthy workforce.
The letter formed the first part of a process of initial contact, interactive video presentation and eventual face-to-face meeting with a Paycare representative. The aim of all this was to increase corporate take up of their and 4work+ and 4work contributory and non-contributory plans through the very successful, cross media, ‘I Love My Staff’ campaign.
{ 0 comments… add one now }