About Gilmore DoculinkGilmore Doculink is an industry leader in Relationship Marketing strategies and deployment services, Invoice & Statement production services, and Print & Media solutions. Leveraging our creativity and experience we connect directly with some of the most progressive companies worldwide, working collaboratively to achieve their corporate goals. Our focused product suite allows us to offer our clients thoughtful, professional expertise for any data driven communication requests.

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Event Marketing Case StudyTraining 2011 Conference & ExpoSan Diego, CaliforniaFebruary 2011

About Gilmore GlobalSince 1993, Gilmore Global has provided the full range of print supply-chain solutions to help the world’s leading companies get their products to markets worldwide. Our hosted solutions give our customers access to all the advanced systems and services their businesses demand, from enterprise content management and web-based information delivery to traditional print and fulfillment.

www.gilmoreglobal.com1.800.795.6661

38 people2.83% completed

162 people12.09% visited booth

Letter content based onresponses from

survey questions7.31%

General content & overview

Direct MailPostcard

1340 people

Audience

Audience consisted of the pre-show list provided by Training 2011, select current customers and a few qualified leads as provided by our sales reps

PURL SurveyQualifying survey questions and contest info

Personalized postcard and PURL link survey promptVariables: Name, Company, Address, PURL address

Audience visited boothTraining 2011 Expo

Follow up letterPost-show list purchased from Training 2011

60 people4.48% completed

Post-showemail

102 did not complete post-show survey

ContestEntered into draw for Apple iPad

Post-show emailSurvey prompt to be included in draw

During/after show

Pre-show (list – 1340)

Post-showDirect Mail campaign

No response from pre-show Expo DM campaign

Target Audience• Attendees to Training Conference 2011• Refer a friend

Offer• A chance to win an Apple iPad.

Campaign StructureEach recipient received a 5” x 7” direct mail piece that included a Personal URL (PURL), (Johnsample.gilmoreevents.com) which directed the recipient to a Welcome Page requesting the client “give us a few minutes” to continue to a survey to answer a few questions about their specific training strategy. As an incentive respondents would be placed in a draw for the chance to win an Apple iPad.

At the Gilmore Global booth, conference attendees were provided with a 6” x 8” hand out featuring a Common URL (www.gilmoreevents.com), and listing the product benefits of eVantage.

The campaign pages matched the look and feel of the direct mail piece providing continuity and familiarity.

Welcome Page:• Invite to qualify for the prize by taking a short

survey

Survey/Questionnaire:• 5 questions that would provide a brief

understanding of the clients training needs.

Profile Update Page:• Refresh or confirm personal information

Thank you Page• Message: See you at the show

Message and Creative Strategy• Introduce Gilmore Global to prospects prior to the actual

event (Training Conference 2011) in San Diego by means of a simple personalized mail piece, with a PURL, highlighting the benefits of eVantage and invitation to our booth.

ResultsThe results were impressive. Out of more than 1300 prospects in the target list, 7.3% completed the survey and an additional 7.6% visited the Gilmore Global booth. This accounted for over 14% total show traffic to the booth as qualified leads.

Responder Follow upRespondents to the survey will receive a personalized letter and info pack providing detailed information about the product. There will be a letter for those who did not take the survey but did visit the booth.

Non-Responder Follow upThis audience will be included in our next Direct Mail campaign.

2011

2011

Campaign Objective• Introduce Gilmore Global’s eVantage training solution• Drive traffic to the booth (lead generation)• Collect prospect data with a PURL mail piece (lead

generation)• Push prospects to a Microsite continuing the personal

conversation started with the DM piece• Re-enforce the company’s position as the solution-leader in

courseware production and evolution

14% Campaign Response Rate(received the DM piece and visited our Training 2011 booth)

DM with PURL postcard CURL postcard at show Visit to booth Product brochure Post-show letter

Successful Campaign