- Timberline Office Conversion Campaign
- Best Software set a goal of tapping their existing accounting customers to expand their reach to those firms' estimators. MKTX quickly characterized the role of construction company estimators as "quarterbacks" and designed a football-themed direct marketing campaign to leverage that identity.
- Before we could convince estimators that software used by accountants—who have very different concerns and needs—would be valuable to them as well, we needed the names of these estimators in improve communication acceptance. MKTX kicked off the campaign with an email to Timberline accounting customers, enlisting their support in improving their firms' efficiency by visiting a landing page to enter their estimators' names and contact information. In return, it also offered a free Starbucks card and an opportunity to win a Palm Pilot for the estimator and for themselves. The landing page included product information, an opportunity to upgrade to Timberline Office, and links to download case studies.
- We then took to the ground with a football-themed dimensional direct mail piece to company estimators, sending them to another landing page to sign up for a webcast and to enter a contest to win one of 50 Timberline Office footballs, or a grand prize tailgate party for the entire office.
- Timberline scored not only by exceeding their revenue goals for the campaign, but also by providing their customers with a complete solution that makes accounting customers' jobs easier and results in greater accuracy and productivity in estimating.
