Using direct mail to open doors in the B2B space

Our new client, Thrivent Student Resources (TSR), is a non-profit that’s dedicated to helping people achieve their college dreams with as little debt as possible. They came to us for help in increasing awareness of their services to a prospective audience of faith-based credit unions.

To make an impactful impression, we created a direct mail campaign that included multiple touch points and unique package formats that would stand out in the mail. It encouraged credit unions to learn more about their services by going to a custom landing page, that we also helped create.

The creative theme was “college essentials” with a spin on items typically associated with college students. The main message was focused on the help that TSR can provide to credit unions and their members.

The series of mailings consisted of:

1. A bumpy mailer with an introductory message and a package of Ramen Noodles
2. An oversized 9×12 envelope package with a backpack design containing a sell sheet and informative research report
3. A postcard featuring flip-flops on the front with a reminder message.

Results and takeaways: Overall, the mailers were well received and made a memorable impact on prospects. About 20% of the recipients, mostly busy credit union CEOs, visited the landing page or website, but didn’t take the action of calling TSR directly. However, the pieces served as great conversation starters when follow-up calls were made. In fact, one credit union signed a contract in the first few weeks of the campaign. But like many B2B sales cycles, TSR’s can be long and complex, and we are thrilled to have helped them increase awareness and open the door for their first sales call.