Case Study

Growing Bigger Business

The Weighty Matter of a Successful Direct Marketing Campaign

The Challenge:

A leading weight-loss organization operates more than 20,000 dietary meetings each week. Members go to these weekly meetings for support in their weight-loss program, paying a monthly fee at the meeting site to attend. This organization wanted a way to regulate this income via a pre-pay system. They had an idea for a monthly membership initiative that would integrate an online component with a print-and-mail component — they came to us to pull it off.

The Solution:

Our client created a program that would encourage weight-loss hopefuls to enroll for memberships online and automatically renew each month. Those members would receive a membership mailer, complete with a renewed member card, each month.

At Rapid Solutions Group, we were able to design, produce and deliver a four-color monthly mailer as a delivery vehicle for the card that would serve as a pass for all weight-loss meetings for that month. We also introduced a map component directing members to the nearest meeting sites. In addition to delivering the member card, this mailer was also able to serve as a way to market other products while creating brand loyalty.

The Result:

“At first they were thinking about this as a functional business letter — a sort of ‘here’s your membership card’ type of thing,” says Carl Bice, vice president of strategic accounts for Rapid Solutions Group. “Now, because of what we’re able to bring to the table, they’re thinking about it as a marketing and loyalty device.”

And as a marketing, loyalty and reenrollment device, it’s working very well. The number of cards mailed each month has already doubled within months of the program start.