March 7, 2011
Vi Daniels, sales representative, Allegra, Cincinnati, emerged victorious from executing her first marketing campaign with the support of the Marketing Resource Center. Daniels met with the client, a Montessori academy, to discuss their marketing goals and gathered valuable information by using the Tactics Evaluation Survey.
After fine tuning her proposal, she won the project. Daniels' strategy involved launching a direct mail campaign to 1,500 local homeowners to promote the academy's upcoming open house. The mailing included a variable data letter from the principal and a postcard, both communicating the educational incentives for parents to enroll their student at the open house. With Daniels' help, the school greatly exceeded its goal of increasing attendance at the open house by 25 to 30 percent. More than 30 families attended the event, a 100% increase from the previous year. "This is exciting work, and seeing positive results is so encouraging," said Daniels. "The MRC was a great resource throughout this process."
Daniels' client was pleased with the results that her marketing campaign garnered. The school is already planning on working with Daniels more this summer to further develop its marketing plan.
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