This $18-million opt-in/opt-out program, the marketing plan for which was written and presented less than three days after receiving the assignment, generated 90+% positive response from the company’s 10+million residential and business customers over the course of about nine months – protecting more than $300-million in annual revenue put at risk by de-regulation.
The strategy called for a series of mailings supported by DRTV. The outer envelope
of each succeeding mail package was edited into the spot to increase impact and
lift mail response.