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Posted on 02.10.2011

Direct Mail Generates $500,000 from $25,000 PR Investment

Challenge
The Ponder Company is a group of consultants that provides merger and acquisition counsel for hospitals and health care organizations. Management was convinced that they were more experienced than the firms with the "bigger" names and felt that if they could reach their target customer with that information, they would get hired more frequently. Strategy and tactics Lovell Communications decided that communicating the volume of work performed by Ponder & Co. to top tier hospital executives and boards of directors would convince potential clients of Ponder's superior expertise. We designed an inexpensive tri-fold brochure direct mail piece that graphically presented a financial picture of Ponder's experience and successes. Results Ponder received numerous responses and, more importantly, a significant number of contracts. According to this client, after he wrote the following comments, his business doubled again. Client Response "Our estimate of the total cost of the brochures, including mailing, production and your design work is about $25,000. To date we have been hired for over $500,000 in M&A engagements as a direct result of this brochure." Joshua A. Nemzoff Director of Mergers & Acquisition Ponder & Co.

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