We believe in

measuring twice

and cutting once

Simply put, that means we believe in doing diligent investigation and analysis before taking action. You’ll notice in each of the examples below that we start by putting on our detective hats in order to assess, benchmark and establish a baseline from which tangible growth can be both measured and achieved.

Example 1: Campaign

Development Solution

Customer Profile:

Ontario based women’s fashion retailer with 3 locations. Chain offers unique wardrobe consulting services and maintains a comprehensive customer profile database.

Step 1: Identify the Challenges

Customers’ research had convinced them direct mail would be a sound marketing channel to both communicate with customer base and find prospects to drive business into stores.

  • Internal resources; they had neither direct mail expertise nor access to design
  • Budget; as a small business, there was not a large budget available and volumes were modest
  • Customers; the campaign had to recognise and respect the current customer base
  • Prospects; the campaign needed to drive new people into stores
  • Targeted; communication with those most likely to shop in the stores
    • prospect names needed to be based on income, age, gender and location

Step 2: Determine the Solution

Helicopter assessed their needs and designed a campaign to address Customer requirements

  • including list selection for prospects
  • assembled digital assets (fashion photography) into compelling direct mail pieces
    • each piece included an offer that could be used to track responders
  • recommendation for an oversized, fully digital, self-mailer to avoid litho and envelope printing costs.
    • the fully digital piece allowed customer and prospect variables to be pulled in using a single base creative

Step 3: Launch the Campaign

  • Two waves of mail to 5,000 customers and prospects each wave
  • Targeted direct mail campaigns that were both socio-economic and location based
  • Each name received 2 mail pieces thirty days apart
  • First package; Printed on a 29×20” sheet, 120lb cover, was a large, dramatic, image heavy self-mailer with discount offer
  • Follow-up mailing, also a large self-mailer, was more content driven detailing special services offered in store, with free gift offer
  • Goal was to reinforce service commitment and offer a discount to existing customer base, and introduce new customers to the stores unique offering with a slightly lower value offer

This dovetailed perfectly into Helicopter’s ‘responsematters’ business philosophy

  • Acting as a true consultative partner, the Helicopter team was able to educate Customer on direct mail;
    • Custom designed a direct marketing campaign
    • Precision data work targeted to each recipient
    • Create mail pieces to maximize impact and minimize cost

Step 4: Measure the Results

  • Helicopter recommended that stores keep all discount and free gift offer redemptions to afford Customer ability to measure campaign success
  • There were 500 redemptions (5% response rate) which exceeded traditional norms

Example 2: Non-

Profit Solution

Customer Profile:

A non-profit organization whose mandate is to increase Canadian literacy. 42% of Canadian adults between the ages of 16 and 65 have low literacy skills and a 1% increase in the literacy rate would generate $18 billion in economic growth every year. They believe that there is a solution to this epidemic and, through outreach programs and community and individual involvement, strive for literacy for all Canadians.

Step 1: Identify the Challenges

  • With costs rising and the donor base stagnating, the organization needed a way to bring in funds at a greater rate than the previous year
  • They wanted to educate Canadians about this problem which cannot only benefit individuals, but the overall economy
  • Need to stand out from other solicitations
  • Increase participation from their current donor base
  • Increase gift amounts from past donation amounts
  • Improve efficiencies in their fundraising process

Step 2: Determine the Solution

  • The Helicopter Group helped to develop and then executed a meaningful 1:1 communication vehicle using direct mail to engage with the audience
  • Using their HP Indigo 10000 digital press, Helicopter created a multi-page book to reinforce the literary message (booklet format with a ‘hardcover book’ creative)
  • 20,000 packages were mailed Canada wide, staggered over a 3 week period in September to accommodate call center responses
  • Precise data analysis and segmentation allowed for targeted messages to be regionally specific
  • Digital imaging ensured that multiple, targeted messages could be used with no additional set up costs
  • Recipients were provided with several different ways to communicate (mail, chat, call, email) and to donate (mail, banks, web site)
  • Each ‘book’ was fully personalized;
    • relevant to the donor who received it
    • referenced statistics from previous campaigns
    • past donor amount
    • suggestions for current donation
    • explanation of how the donation would be used locally
    • number of books that were purchased with previous gift

This dovetailed perfectly into Helicopter’s ‘responsematters’ business philosophy

  • Helicopter was able to manipulate the data to ensure a crisp, clear and fully targeted message to each donor
  • Helicopter also helped navigate the development and production of this new ‘book’ creative

Step 3: Measure the Results

  • The standout piece in the mailbox, along with the highly personalized content garnered a great deal of notice
  • Donors increased giving by 35% over the prior year
  • ROI increased by 150%
  • The staggered mail drops and multiple communication options allowed the Customer to handle responses more efficiently

Example 3: Financial

Sector Rush Solution

Customer Profile:

Boutique advertising Agency, specializing in the financial sector.

Step 1: Identify the Challenges

  • Agency landed new account with major financial institution. The first job was a branch closing notification that was a ‘rush project’ due to delays in transitioning to new Agency
  • Creative, copy and data were available on Friday morning with the requirement for personalized mail to 20,000 customers to drop on the following Monday
  • The Agency turned to The Helicopter Group to ensure that this first project for their new business would happen on time and flawlessly

Step 2: Determine the Solution

  • The Helicopter Group recommended a full colour variable print solution to reduce production time: No requirement for litho printing or envelope manufacturing. Both letter and envelope were digitally printed
  • Establish a detailed schedule of deliverables that would achieve the required mail date and to assign a dedicated account manager as the primary point of contact and to ensure the schedule was being met
  • When data arrived via SFTP at 8 am on Friday, the Helicopter team was ready and waiting to begin processing the data and supplying required client reports
  • When the creative and copy versions arrived by noon, the design studio immediately began to ready the files for proofs and noted some corruption in the files: New files were requested and received within the hour
  • Helicopter and the Agency elected to do in-person live imaging and lettershop approvals as this was both a rush and a new account. Lives were scheduled for 3 pm and available just prior to that
  • Sufficient weekend staff was organized to accommodate this additional workload
  • Job mailed, as scheduled, on Monday morning

Solution Benefits

  • Agency could depend on Helicopter to meet their rush requirements with minimal impact on Agency staff and no compromise in quality.
  • Agency knew exactly what to expect prior to the job start and Helicopter was on time with all of their commitments
  • Agency was able to impress and retain their new client

Example 4: Dealer

Network Solution

Customer Profile:

Multinational automotive corporation that designs, manufactures, markets, and distributes vehicles and vehicle parts.

Step 1: Identify the Challenges

  • Controlling corporate branding for consistency
  • Participation by dealers on the basis of real cost saving compared to local quick print shops as well a perceived added value to them by using corporate system
  • Pricing needed to be transparent, pay on check-out with no administrative or program set-up fees
  • Administrators in the dealerships demanded an easy to use, intuitive system
  • Requirement to house an extensive image and template library
  • Back end analytics needed to be available to dealer to track success
  • Ability to co-mingle individual dealer campaigns during production to realize cost efficiencies

Step 2: The Solution & Campaign

  • Creation of an ongoing on-line e-commerce dealer network solution to offer more than 400 dealers the ability to customize marketing collateral and customer promotional communications
  • Mandate for corporate brand consistency along with user friendly interface, and a vehicle to ultimately reduce costs
  • Key component requirement was no minimum dealer orders. Lifetime production volume on this program is in excess of 10 million pieces

This dovetailed perfectly into Helicopter’s ‘responsematters’ business philosophy

  • Helicopters extensive industry knowledge allowed them to help plan and build the logic
  • Using their highly trained technology team, Helicopter ensured the structure of the program was configured to meet all of the dealer needs
  • Pricing was honed so that it was most attractive to dealer; they were unable to match the cost or service levels elsewhere
  • Large and smaller dealers now had equal access to this technology and professional marketing tools

What Helicopter did

  • Provided professional calibre marketing material to a large dealer network with diverse customer bases and marketing goals
  • Saw a close to 100% opt in rate
  • Through the web tool, has managed over 6,000 campaigns
  • Consistently exceeded corporate and dealer requirements and expectations

Example 5: Multi

Channel Solution

Customer Profile:

Leading multi-national financial services organization (the ‘Customer’) offering financial planning, asset management, insurance and banking products.

Step 1: Identify the Challenges

  • Customer faced large financial penalties for any delays in completion date.
    Seasonal testing had determined the optimum program deployment date to ensure maximum response. To reinforce the importance of this, the Customer entered into a contract with the schools with heavy financial penalties for any missed deadlines.
    This allowed only 6 weeks from start to deployment.
  • Campaign structure featuring 8 unique key contacts with individual data streams and formats, approvals, expectations and personal schedules.
  • The Helicopter Group had been a ‘go-to’ trusted partner of the Customer for over 10 years and was their only choice to undertake this new initiative with such high stakes.
    Their trust proved well founded in this successful, ‘response positive’ campaign.

Step 2: The Solution & Campaign

  • This is an annual co-branded initiative between the Customer and 7 Canadian Universities. Through a true multi-channel marketing program, where targeted customers were educated about the value of insurance to protect their families and lifestyle.
  • Multi-channel marketing will lift response rates over 30% (compared to use of any single channel alone). The program communicated with 100,000 alumni through the use of direct mail, email, PURLs (personalized URLs) and a microsite.

This dovetailed perfectly into Helicopter’s ‘responsematters’ business philosophy

  • Program was executed by The Helicopter Group in a manner that addressed and resolved all issues prior to completion date resulting in Customer satisfaction and no late penalties being imposed.
  • Customer wanted one vendor who would manage all channels to ensure brand, message and timing consistency and Helicopter provided that.
  • The special needs and requirements of each key contact were catered to ensuring ease of participation and successful outcome.

What Helicopter did

  • Customer was working with off-shore programmer to build email templates who proved unresponsive to their needs. Due to rendering issues, The Helicopter Group was relied upon to re-code and ensure the desired rendering across multiple devices Helicopter seamlessly took over those responsibilities to facilitate program execution.
  • Received, validated, standardized and processed data from 8 separate streams/formats
  • Created PURLs to increase emotional engagement and drive people to microsite
  • Set-up direct mail campaign, full colour digital print, PURL’s and specialty finishing
  • Coded email template included rendering of data for multiple devices and platforms, A/B subject line test hours before deployment, employed spam filter strategies, staggered blasts to ensure best receipt
  • Ensured CASL compliancy for email blast with unsubscribe functionality and the legal requirement to remove within 10 days. As late as 5 days before deployment unsubscribed addresses were being received
  • Created user friendly microsite with animation, drop downs and prepopulated with name and address
  • Coded micro site for mobile devices and all platforms
  • Provided back end analytics and metrics on email and microsite – bounce and open rates and page navigation after the on schedule and successful execution of campaign