Can a brick attract new companies? That’s what PEI was banking on, and it paid off big time in a recent Health IT attraction campaign. The innovative campaign combined direct mail, email and website measurement to close the loop on prospecting companies at the HIMMS conference in Chicago last month.
The team responsible for the brick campaign – investPEI, Summerside Regional Development Corporation and the City of Summerside – were eager to come up with something that would set them apart with prospective tenants for their new Health IT facility. What they came up with yielded results that were unprecedented compared to previous tradeshow outreach.
“For the first time, we weren’t blindly sending out brochures or emails and wondering who read them,” explains Mike Thususka, Director of Economic Development for the City of Summerside, PEI. “We had a coordinated campaign that gave us feedback about who was receiving the packages and clicking through to a focused website designed just for this campaign. When we got to the trade show we knew exactly who to meet with.”
And it all started with a single brick. (more…)