Rochester, N.Y., April 9, 2018 – For its work creating and implementing a successful direct mail campaign designed to replicate an in-person meeting, Ardent has won a Silver ADDY award from the Rochester Advertising Federation (RAF). Ardent, the leading provider of custom training solutions, created the direct mail concept after its research showed that 90 percent of its successful client engagements began with a direct meeting.
“When we were brainstorming this campaign, we knew we needed our first touchpoint with potential clients to be as creative and personal as possible,” said Micah Griffo, marketing strategist at Ardent. “The campaign needed to reflect our personality. If we aren’t being true to ourselves in our communications, our prospects don’t get to know who we are and how we work and very likely, our relationship wouldn’t evolve beyond that initial contact.”
To replicate a memorable introduction when an in-person meeting wasn’t possible, the Ardent team sketched out their concept for a direct mail campaign that would genuinely reflect the brand and what it stands for. The result was a direct mail campaign that included a small gift box with a few carefully-selected everyday items that would be used and not quickly discarded. The box included an inspirational journal, Ardent-branded pencils, and a few snacks. In addition, the mailer included a creative capabilities booklet—Elevate & Evolve—that highlights Ardent’s capabilities. The highly visual booklet helps introduce the company to prospective clients and break into new markets.
To create the personal touch and let the Ardent personality come through even more, each box also included a hand-written note.
“Our relationships are constantly evolving, which is why we landed upon ‘Elevate & Evolve’ as our key message,” said Griffo. “We’re helping clients elevate their business and as new technologies become available and strategies evolve, we’re prepared to evolve and grow alongside them. With the personal approach, we had tremendous success with this campaign and generated a 306 percent return on investment.”
Hosted annually by the American Advertising Federation (AAF), the RAF ADDY Awards recognizes and rewards the creative spirit of excellence in the art of advertising.
About Ardent
For 25 years, Ardent has helped clients thrive in business by developing Custom Learning Solutions to train their people. Its primary belief is that every successful program is built by incorporating a company’s brand and culture into the learning experience, contributing to why clients and their people continue to reach their goals and perform at the highest level. At its core, Ardent’s mission is to show people that what feels uncomfortable today can change their life tomorrow. For more information, visit www.ardentlearning.com.