Challenge
The ADT Multifamily division develops turnkey security and smart home living solutions for the multifamily housing industry that can help property owners increase occupancy, enhance property value and drive revenue. They turned to Zeller Creative Group to target a list of high-potential revenue prospects with a compelling direct mail campaign.
Solution
After learning the needs of the prospects and their pain points, Zeller identified four areas that would resonate with ADT’s target audience: service, eliminating confusion, profitability and a national footprint. We developed a direct mail campaign with four touch points. The first mailer focused on the profits ADT’s prospects could potentially earn by partnering with ADT Multifamily. It included an informative brochure that was sent in a compelling package along with $10,000 in fake money.
Out of 159 mailers sent on the first touch, ADT was able to secure 10 meetings with interested prospects. Time will tell the bottom-line success of this effort once the additional mailings in this four-part campaign are delivered.