PURL Program Design:
Spark Direct PURL Program
Spark Direct (Kwik Kopy NYC)
About This Project:
Having created a number of successful PURL programs for Landmark Impressions, we were asked to help out a fellow printer/friend of the owner at Landmark with a PURL campaign. They had limited knowledge of PURLs, and wanted to leverage the success we were having with Landmark’s campaigns (results ranged from 6 - 18%).
While many of our campaigns are a huge success, not everyone is a home run. We created a 6x9 folded self-mailer, with an iPhone giveaway that featured a current movie prominently on the cover. The client wanted to market a number of new services in the piece, resulting in an overly text heavy card. In addition, the printer wasn’t interested in our work on the campaign landing pages (content or design-wise), and insisted using his own in house team. We also have knowledge of who the campaign was mailed to. In addition, once the basic work was completed, Spark asked that we transfer management of the PURL over the Landmark Impressions.
The results? As of March 9, 2008, the campaign has achieved in a 0.15% response rate, far below our normal program results.