To increase awareness and interest in its goals the Green Valley Institute (GVI), a US organisation for providing education and assistance in land use and natural resource planning, wanted to get viewers to visit its Web site. GVI launched a mini-CD direct mail promotion to municipal officials, commissioners and Land Trust directors in 35 towns. To test the effectiveness of the campaign a survey was conducted that received 1032 responses and found that at least 60% viewed the CD at least moderat...

BPIR Categories

4.1.2 Manage advertising & promotional activities
1.3.2 Determine & provide customer contact mechanisms

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