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The challenge: This regional chain of neighborhood fitness centers has a strong target database of potential customers, but lacks a focused system to take advantage of the opportunity.

The solution: Matt devises an informational newsletter program, along with a direct mail campaign that features a strong call to action. The newsletter program (which includes a handy coupon section) can be easily maintained and updated by the company’s corporate staff, and offers a colorful and cost-effective way to communicate the company’s commitment to a healthy lifestyle. The newsletter is complemented by an energetic direct mail postcard campaign that takes advantage of the company’s contact list of home addresses. Each postcard features an aggressive coupon offer, and both the postcards and newsletters prominently feature links to the company’s website and social networking sites. The company recorded over 125 membership sales directly attributable to the campaigns within 90 days of launch, and an overall revenue increase of almost 73%.