Case Study: Brand Marketing/Direct

Company: $1 billion marketing services firm focused on performance improvement and loyalty

Situation: For years, Maritz had built its reputation on performance improvement and incentive programs, making Maritz the leading player in that industry. However, up until 1995 nearly all of the revenue for Maritz Performance Improvement Company (MPIC) had come from back end merchandise fulfillment for traditional channel incentive programs. Maritz needed a way to begin to charge clients for its knowledge and experience in a consultative way. In addition, Maritz wanted to expand its direct and database marketing capabilities to add value to existing accounts.

Solution: In 1995 Digital (then DEC) was going through an entire brand transformation. Long known for its engineering acumen, Digital was looking to establish itself as a more accessible, customer-focused company was seeking a direct marketing agency to manage its new brand identity through the channel, as well as develop and execute integrated marketing communications programs for its many divisions. I worked with a cross-functional team to develop the agency pitch and position Maritz as a leader in direct and database marketing and brand management. After competing with dozens of other final round agencies, many of whom had considerable experience in brand management, Maritz won the agency contract with Digital, leading to millions of dollars in subsequent business and setting a precedent for more consultative, fee-based client relationships. I led the subsequent program development efforts for the Digital account, which included:

• Translating Digital’s new brand identity for direct, telemarketing and channel programs. Maritz was the review agency for all such materials and developed a brand handbook to educate internal Digital personnel and channel partners on the new brand.
• Direct mail, channel programs and new product launches for several Digital business units
• Telemarketing programs fully integrated with direct mail and interactive
• Solution seminars for Digital’s customers and prospects