First Aid Direct Mail Campaign

“First Aid Kit” Direct Marketing Campaign

First Aid Kit is an interactive direct marketing campaign piece designed to entice decision-makers to explore its contents and message. The front cover instructs the recipient to “Open in case of accounting injuries.”

As companies neared their fiscal year-end, questions arose around the quality of service provided by their accounting firms — sometimes leaving them feeling “battered and bruised.”

The First Aid Kit and its contents convey the message that Grant Thornton can provide quality service to relieve these “accounting injuries.” The message carries through to the inside cover and an enclosed bi-fold postcard. Results included 43 meetings with targeted Chief Financial Officers, 6 RFP opportunities, and 3 new engagements.

This case study was produced by Jennifer Farrington in her Dirrector of Regional Marketing at Grant Thornton LLP.