RSA Security (HTML email advertising)

Iron Mountain (direct mail)

Harris Connect (print advertising campaign)

Unica Corporation ("clutter-busting" direct marketing)

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Click photo to view full HTML email ad.

RSA Security pulls in 2,151 responses
via HTML email within 72 hours.

Situation:

RSA Security teamed with Passaic Parc to secure a large number of quality leads within a short period of time for the RSA SecurID® solution. Unlike traditional passwords that are easily borrowed, guessed and stolen, RSA SecurID two-factor authentication ensures that only authorized remote users access an organization's virtual private network (VPN). To date, the company has sold more than 20 million authenticators.

Challenge:

Despite the obvious risks, prospects continue to embrace traditional password systems. Tragically, many wait until it's too late, and only make the move to the RSA SecurID solution after an embarrassing network breach. We needed to convince these prospects that the ideal time to obtain sufficient VPN security is before trouble strikes.

Solution:

We created an HTML email ad depicting a burglary with a caption that read, "Best time to install an alarm: Before a break-in occurs." The headline added, "Guess when it's best to get RSA SecurID two-factor authentication for your VPN." The ad was sent to the RSA database and carefully selected rented lists. Two subject lines were tested. Prospects were offered an educational presentation that included the white paper, Implementing a Secure Virtual Private Network. Early-bird respondents received a Travel Sentry Lock. Respondents were sent to a landing page containing key qualification questions.

Result:

RSA Security received 2,151 responses within 72 hours of the email blast.

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Iron Mountain secures
tenfold response rate increase.

Situation:

Iron Mountain hired us to improve results from its direct mail offering of technology escrow services. The company serves as a neutral third party when a technology developer places licensed technology into an escrow deposit account. It's a bit like insurance for companies that license technology - if a software firm goes out of business, the software licensee isn't out of luck.

Challenge:

Prospects needed a compelling education on the importance of using Iron Mountain each time they license business-critical software, to protect against failure of the technology developer's business - and for less obvious reasons. They also needed to understand the unique advantages of choosing Iron Mountain.

Solution:

We developed a direct mail campaign featuring a fictional business presentation, humorously highlighting a software firm in distress. Key message: Companies that license software require nothing less than Iron Mountain for technology escrow, because potential problems are rarely so obvious. In addition to the new creative approach, the client and agency altered the offer, format, feedback collection, and list selections.

Result:

The total response rate increased at a tenfold rate over the prior period's mailing - from about 0.4% to 4.4%.

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Click photo to view full print ad.

New campaign highlights the evolution
of a company - and its clients.

Situation:

Founded in 1963, the Bernard C. Harris Publishing Company was first to provide national alumni directory programs to clients at no cost. More than 4,000 institutions have offered Harris directories to their alumni. We began working with the company in the 1990s, shortly after they began providing Internet services. With divisions offering Internet and data services, as well as alumni directory programs, it was no longer appropriate for the business to be known as the Bernard C. Harris Publishing Company.

Challenge:

We needed to let constituents know that the business they'd partnered with for decades was alive and well and growing in important ways. We wanted to send an unambiguous signal to advancement professionals that the company now called Harris Connect remained committed to alumni directories, but now offered a complete suite of integrated capabilities designed to forge tighter-than-ever bonds between and with alumni.

Solution:

Passaic Parc launched a campaign featuring a vintage photo of an actual client in a humorous pose, next to a contemporary shot. As an involvement device, we included the name, title, and institution of the client. (We invited clients to send in their own shots for future ads.) To help constituents relate to the name change, each headline read, "You've evolved. So have we." Body copy gave a brief history of the company, with specifics on how it helps institutions in the here and now. Readers were invited to visit the Harris Connect website or phone a toll-free number to receive an educational presentation.

Result:

The campaign recently launched. Stay tuned.

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Roll over photo to see inside box.

Unica boogies over 9.1% meeting rate.

Situation:

Unica's Affinium Suite of Enterprise Marketing Management software enables marketers to plan, manage, execute, track, and measure marketing programs far more efficiently and effectively. The target group mainly consisted of senior marketing managers in major companies across industry sectors, as well as their colleagues in information technology. Many of these marketers run traditional marketing programs with a modest ability to measure marketing performance, and make decisions the old-fashioned way: by relying on gut feel, blind faith, and outdated processes. Affinium changes all that.

Challenge:

The competition was largely the status quo - a manner of marketing management quite similar to approaches from simpler times. We needed to demonstrate that these retro techniques carry substantial risk, including a high opportunity cost and even career damage.

Solution:

We played the obsolescence-avoidance card with a non-threatening conceptual approach. The headline on the outside of a box emblazoned with disco song titles in 70s-style type said, "A return to Funkytown for enlightened marketers." Inside, prospects found a disco ball and this headline: "These have come back. Marketing techniques from that era haven't." We included a mini case example for each market segment, and personalized web address for each recipient, leading to additional info. Prospects were invited to enter a drawing to win an iPod with pre-loaded disco hits mentioned in the mailing. Everyone who took a meeting received a motor to spin their disco ball. The campaign included HTML email and telemarketing. For more info on Unica solutions, click here.

Result:

9.1% of prospect accounts accepted a meeting with a Unica sales rep.

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