Case History:
Friendship Village Gas Card Mailer
Challenge
Generate a large number of leads to counteract a troubled housing market for the continuing care retirement community Friendship Village of Schaumburg.
Strategy
Spin negative media attention about high gas prices and a slow housing market into a positive introduction to the worry-free lifestyle at Friendship Village.
Feature a $25 gas card as a timely, powerful incentive for prospects to take a tour of the community.
Develop an attention grabbing direct mail piece to generate new leads for Friendship Village.
Utilize bold colors and a strong teaser message to create interest in the mailer.
Encourage recipients to call or mail in a Business Reply Card to schedule their tours.
Results
- Generated over 250 leads
- Received a response rate twice as high as average direct mail
- Directly resulted in one new sale
