Challenge:

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

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.