CLIENT: UNICCO

Within two weeks of the mail drop, UNICCO had already received a 10% response rate.

The Challenge: UNICCO had only recently introduced their new Route Maintenance service to the New England and Florida markets. The service enjoyed minimal awareness among the most likely prospects - "C" level executives in multi-site corporations. To further complicate the selling process, it is very difficult to find the correct contacts using traditional list procurement methods. And, even when these individuals can be identified, they always have gatekeepers. The net result: the service offers impressive savings, but almost no prospects knew about it.

Dragon in Action: We solved the list issue by working closely with a researcher, employed by UNICCO, whose mission was to identify the right decision-makers in prospect companies. Our joint efforts yielded a list of 166 names.

To persuade the gatekeepers to pass our message through, and subsequently give our "C" level prospects an engaging and memorable experience, Dragon created UNICCO Man and built a highly entertaining, three-dimensional mail package around that theme. Benefits were clearly articulated, and high-value offers (a free Spiderman DVD, free trips to Universal Studios for the first 25 respondents) virtually compelled a response.

The Result: The UNICCO Man program received a tremendous initial response and far exceeded client expectations. Total gross response was 13%. Numerous in-person appointments were set, and the client has already closed two sales at an annual value of about $1,000,000 each.