INDUSTRY: Internet Service Provider

PROFILE:

The client is a leader in providing broadband services.

MARKETING OBJECTIVE:

• Learn about customer’s service experiences and preferences
  through a survey.
• Reduce customer churn and build brand loyalty.
• Educate customers about other products and services the company
  can provide.

MARKETING INITIATIVE:

Communifax created a direct mail and email campaign targeting over two
million current customers.The direct mail piece encouraged recipients to
go online and, using a provided game piece, play for a chance to win one
of 50,000 prizes. Prior to playing the online game, recipients were asked
to complete a survey and were provided with additional information on
specific products and services. Direct mail recipients were also given the
option to complete a hard-copy survey if they did not wish, or were
unable, to go online.Off-line survey respondents were sent an email
directing them to the online game site as their surveys were received and
validated.The 50,000 prizes were available in the form of a retail gift card.
Client generated post survey communications to all survey respondents,
tailored to address the customers’ specific interests and/or concerns.

RESULTS:

• Program delivered a 20% response rate or 400,000 survey
  completions.
• Approximately 65% of surveys were completed online.