Across the ChannelsCommunication for the next generation
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I received two acquisition packages this week that tell me someone out there doesn′t know the secret of the pin. The pin, yes – not the pen.
It′s a simple rule, really: Craft an offer that fits on the head of a pin. Meaning, no matter how busy or unsophisticated your recipient is, she will grasp what you want her to do (and why) in mere seconds. Because in this day and age, seconds are all we get.
Before answering this question let’s think back to just two years ago when people were saying that email was going to replace direct mail. In fact every year for the last three years many people have been saying “direct mail is dead.” Well direct mail is definitely not dead but it is changing and that, I believe, is the answer to the predictive modeling question and RFM.
These days it seems all conversational roads with development directors lead to one destination: reaching that “younger audience.” Lot of talk. Little action. Understandable since “younger” is relative compared to the 65+ female who is believed to populate files across the U.S. But you can expand your reach across the great generational divide if you follow three simple steps:
Since social networking is now de rigueur among enterprises large and small, commercial and nonprofit, one reasonable question to ask is: What makes social networking a success?
Across the Channels is produced by members of the direct marketing community at STRATMARK.
Dr. John Walvoord, founder and chairman, launched a family of strategic marketing solutions thirty years ago. He combined deep knowledge of direct marketing principles, innovative direct response strategy and creative, finely tuned analytics and timely execution to benefit both nonprofit and consumer product and service companies. Aiming for “stratospheric” results for his clients and careful calibration of all variables, he named the company STRATMARK (a word coined from “strat/egic marketing”).
Throughout its history STRATMARK has recruited, trained and retained an exceptional team of direct response for-profit and nonprofit professionals, adding divisions and affiliate groups as client needs suggested.
Response World is a full-service list company with the resources and experience to provide extensive list brokerage and management consulting. Response World is known for its innovative strategic solutions, unparalleled service, quick turnaround and proven results. It develops strategic partnerships with a wide variety of organizations, bringing markets and market-makers together to deliver higher response rates.
is7 provides online solutions based on sophisticated strategy, information architecture, usability studies and award-winning design. Its founding leadership team has been active since the start of the internet revolution and continues to stay at the leading edge of interactive marketing. ePuerta’s multicultural team provides Spanish-language interactive solutions for clients, providing not just translation, but true enculturation.
2Dialog, the newest member of the STRATMARK family, provides an integrated and customizable eCommunications suite of powerful, versatile and easy-to-use modules, which can be used as stand-alone tools, or combined to provide a powerful, comprehensive Software as a Service (SaaS) solution.
Direct marketing continues to change rapidly, with innovative print and mail technologies, social media outlets and more — and STRATMARK continues to master each channel to leverage results for its clients.
across the channels is produced by members of the direct marketing community at STRATMARK, is7, Response World, ePuerta, 2Dialog
Karen Spencer, editor
Karen Spencer offers 24 years’ experience in direct response marketing for both nonprofit and commercial clients. A prolific writer and editor, she is the natural choice to lead Across the Channels.
She’s committed to staying current with rapidly changing multichannel marketing practices, as well as keeping STRATMARK staff and clients abreast of industry challenges and capabilities. Karen leads a team of writers and designers in producing quality work in the areas of human and social services, Bible and faith-based initiatives, animal welfare and global conservation.
Karen is a graduate of the University of Texas at Austin.
John Walvoord is founder and chairman of STRATMARK and its family solution groups: is7, Response World, ePuerta, 2Dialog. A direct marketing innovator for more than 30 years, John earned his Ph.D. from Columbia University. He has launched and led more than a dozen companies and is recognized internationally as a leader and developer.
Jimmy Dunne is president of STRATMARK and a 30-year veteran in direct response. The former president of Rapp Collins Worldwide, Jimmy is founder of a number of affinity/loyalty programs. He is an expert in direct mail, print advertising, DRTV, and interactive direct marketing.
Max Bunch is senior vice president of STRATMARK with 20 years of nonprofit fundraising expertise. Max has also worked on a variety of national and regional ad campaigns within the restaurant, banking and automotive industry.
Jim Killion is founder of is7 and senior vice president of eMarketing for STRATMARK. He is a recipient of the Direct Marketing Association’s prestigious Diamond Echo Award. Jim has served more than 100 clients during his career, providing strategic and creative solutions.
Billy Vaudry is creative director at STRATMARK and has nearly 20 years of experience serving educational, health services, social services and e-commerce organizations. Billy has a unique knowledge of creative lifecycles and team performance.
Anna Averling has served the nonprofit community for over 12 years providing strategic counsel in donor program development, the last 5 at STRATMARK where she is an account supervisor. Anna began her career as director for institutional advancement at a 130-year-old human services organization.
Aaron Sandoval is creative director and director of eArchitecture at is7. Aaron studied at the prestigious Universidad de las Américas and has participated in communication and community efforts throughout the Spanish-speaking world. He has been bilingual his entire life and provides leadership to ePuerta along with his roles at is7.
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Automated Directory 972.664.1115 Toll Free 866.628.0888 Fax 972.664.1120 |
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acrossthechannels@stratmark.com or to contact an individual InitialLastName@stratmark.com |
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STRATMARK 855 East Collins Blvd. Richardson, TX 75081 |
