Target Marketing: Fortune 500 C-Suite
Helping companies focus on their real business
After Xerox acquired ACS, a global business process outsourcing company, we recommended a micro-targeted campaign aimed at specific Fortune 500 C-level executives. Those execs included CEOs and heads of HR, IT, finance, accounting and customer care. Our primary message: focus on your core business and delegate non-core functions to proven performers. We rewrote and redesigned a very successful hard-cover book we had produced for a prior ACS campaign and created various companion elements as part of this highly complex, precision-targeted program. Using variable data printing and PURLs (personalized URLs), we orchestrated a highly productive, multi-wave campaign that delivered unique mail and email communication with one-to-one content for each recipient based on his or her company role. We linked each individual to a personalized web landing page that spoke directly to them, driving interest in special events such as webinars led by respected third-party experts and high-profile Xerox-sponsored experiences such as Cirque du Soleil.
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