---

Project: J. M. Huber

The Goal: To generate traffic at the client's trade show booth – particularly targeted people – and encourage them to order one sample bag of marble-like material.

The Campaign: Hotel staff placed a floating helium-filled balloon with an invitation dangling from the bottom in each targeted hotel room. When the person entered the room, the change in air pressure caused the balloon to move; that caught the person's attention and compelled him to read the invitation.

The invitation comprised parts from a Swiss Army pocketknife with the theme "See how we've put it all together." The invitee brought the invitation by the booth and received an assembled Swiss Army knife. If the person met with a Huber sales rep and ordered a bag of their marble material, his or her name was entered into a drawing for a Swiss Army Officer's brand watch.

The Results: The campaign generated a high order rate, with outstanding sales figures. The client was very satisfied with the results.

---

Project: Survivor

The Goal: To reach 500 chief information officers of leading companies in western North America with a Y2K survival kit reinforcing Compaq’s readiness and ability to handle Y2K issues.

The Campaign: ROI produced a Y2K survival kit – a ready-to-eat meal, bottle of water, flashlight, multi-functional tool and battery-operated radio – in a briefcase that could also carry a laptop computer. Select pieces also included shirts and/or a computer. Distribution was determined by sales reps from 3 western region offices.

The Results: This project was received so well that other divisions within Compaq also ordered the kit for their regions. The campaign was designed solely to capture attention and not to produce measurable results.

---

Project: Classical ROI

The Goal: To reach executive assistants in companies with revenues of $500 million or more in the Atlanta marketplace

The Campaign: ROI designed a 3-part mailer to get in the door and set our organization apart from the competition. The first mailing introduced the concept and the ROI brand. The second mailing emphasized the logo as well, tying it to the classical music of Mozart – connecting a classic brand and classical music with a high-quality company. The third mailing again emphasized the brand and included a letter describing ROI and our business, along with a packet of cappuccino and biscotti cookies. The letter also contained a special offer for a Lenox china mug – continuing the image branding – once the recipient set up a meeting with ROI’s representative.

The mailing went to the CEOs' executive assistants and followed up with phone calls after the final mailing to set appointments.

The Results: 100% of the target audience recognized the reason for the phone call and recalled the mailing. 40% of the audience set appointments with the ROI representative, which resulted in over a $1.2 Million increase in business.

---

Project: Ingram Micro

The Goal: To introduce new products and information from Ingram Micro to the Compaq reseller base, expanding Ingram Micro’s distribution base

The Campaign: Using the theme “Paint Your Network Red,” ROI designed a series of mailings to 3,000 resellers, urging them to register for product information and thereby increase the number of resellers. After they registered, resellers received a large red tube in the mail with 23 collateral pieces from Compaq and Ingram Micro, including a calendar, flip chart, poster, flyers and a denim shirt. Tubes were individually drop-shipped.

The Results: This campaign generated a 34.5% response rate. The client was very satisfied with overall campaign results, as well as the ease of working with ROI for a project of this scope.