Project:

Business Retention and Attraction Initiative

Services Provided:

• Consulting
• Direct Branding
• Direct Mail
• E-mail Marketing
• Microsite Marketing
• Public Relations

Objectives:

Attract new businesses, retain existing businesses, community positioning and promotion.

Strategy:

Johnson Direct developed a comprehensive Direct Branding strategy including a unique positioning theme – Brookfield is Business Serious - that served as the foundation for all marketing efforts associated with the campaign.

• The strategy was implemented through a variety of marketing efforts including:
• A direct mail introduction package (two versions, each tailored to its audience for attraction or retention);
• A direct mail fulfillment package (again two versions);
• A new, information-filled publication called “Your Guide to Doing Business in Brookfield, Wisconsin” (to serve as the offer);
• A dedicated microsite (www.business-serious.com) to support the entire campaign and survey form (two versions) to collect requests for the fulfillment kit;
• A follow-up e-mail campaign to the retention audience; and
• Local, regional and national public relations.

Results:

• The introduction packages were mailed in October and approximately 7,000 companies were directly contacted via the direct mail campaign.
• Traffic to the microsite has been equally split between Attraction prospects and Retention business residents.
• Just weeks into the campaign, the microsite’s “attraction” offer conversion rate is nearly 30%. The “retention” offer conversion rate is nearly 65%. 30% of Attraction prospects have requested Brookfield's Business Guide.
• Over 40% of Attraction prospects clickthrough to the Buildings Available database.
• 60% of Retention business residents have requested Brookfield's Business Guide.
• 34% of Retention visits took place on the two days following the follow-up e-mail campaign
• Brookfield has also received nine publicity placements - print and TV coverage - resulting in additional microsite traffic and inquiries.
• The City has asked Johnson Direct to continue the Business Serious campaign through 2006.