Integrated Marketing Successes: Crossing the Channel

Campaign Objective: McClamroch sought to raise awareness and grow membership in the association's Tax Section, a group of CPAs who specialize in taxation issues. The Tax Section is one of several specialized AICPA groups that provide added value to members.

Historically, an AICPA direct mail campaign that targeted specialized community members might not generate a return on investment for at least three years. "I wanted to take a completely new approach that reached members in new ways," McClamroch notes. In order to do this, he turned to Prompt Direct, a full-service integrated marketing solutions specialist founded in 1978 as a direct mail provider. Phil Catalano, Prompt Direct's director of integrated marketing, quarterbacked the production end, utilizing MindFireInc's LookWho'sClicking.