Club ABC Tours Cross Media Campaign

Club ABC Tours Cross Media Campaign Club ABC Tours increases membership, revenue and leads with cross-media campaign garnering Magjak with Best-of-the-Best Contest, Xerox Premier Partners Global Network The Challenge Club ABC Tours, located in northern New Jersey, is one of the largest private travel clubs in the world. For a small membership fee ($30/year, $35/2 years, $60/3 years), they provide their clients with discounted tour packages to more than 250 global destinations. When Club ABC Tours was ready to develop a direct marketing campaign, they approached 1:1 expert Magjak, located in nearby Port Chester, NY. Their task— to develop a piece that would encourage referrals, acquire new members and increase travel among existing clients. The Solution No stranger to the world of personalized marketing materials, Magjak outlined an in-depth recommended course of action for their client. First they had to acquire their mailing database, which they accomplished using data mining techniques to isolate the high-value customers and prospects. They then worked to create an emotionally appealing message, complete with variable-content and personalization, communicated via cross-media direct marketing channels including print, e-mail and the Web. The printed piece was a single-fold mailer printed on 100 lb. uncoated Color Xpressions® stock using a Xerox® iGen4™ Press driven by a Creo® print server. The personalization featured on both the cover and interior was powered by XMPie®. The Benefits The campaign was a huge success. Just one month after launch, Club ABC Tours acquired 142 new members—resulting in $4,343 in membership revenue—in addition to 98 referrals and 31 new customer leads. But the real success was found in the number of trips they were able to schedule. During the same 30-day interval, Club ABC Tours booked 180 total passengers, generating $437,288 in revenue. Magjak has also benefited from the piece. Club ABC Tours was so happy with the results that they commissioned a second campaign. Inspired, Magjak is also looking into replacing their current static brochure with an application leveraging this variable- data-driven strategy. For samples and more information, please contact: Bruce Browning 914.468.7052 bruce.browning@magjak.com