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Marketing Plan Development |
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 Working closely with Intrawest's CRM department and their resort's marketing team, Mary took a hard look at the customer database before developing their multi-channel,lodging marketing plan. Research revealed unique characteristics for each customer group and season. Based on these findings, Mary recommended new direct mail and email schedules, encouraged the resort to test offers that better targeted each customer group, and initiated the development of creative that featured lodging packages that better reflects the key findings for each season. The results have been so successful that they continue to follow this "Right Time, Right Message" marketing plan to this day. |
"Mary brings a passionate eye for detail and diligence to her work... She does so with verve and enthusiasm that is infectious and fun, while still delivering on solid thinking and insights." |
Campaign Analysis |
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 A major publisher reached out to Mary Lindewirth because the direct mail results for their health newsletter were deteriorating. They wanted a new perspective on how to reverse that downward trend. The publisher provided Mary with past direct mail campaign results and asked for an in-depth analysis to determine the cause of the problem. After a thorough review, Mary provided the marketing team with list-by-list strategies, recommended new creative formats, as well as pricing and offers to improve response rates and ROI. In addition, a revised mail schedule was recommended in order to optimize response while avoiding overtaxing their limited resources. |
"We were thrilled to have such an experienced person do such a thorough review and analysis!" |
Campaign Management |
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 Mary managed the day-to-day direct mail and email campaigns for several of Intrawest's east coast resorts. Working hand-in-hand with the marketing managers of each resort, she developed multi-channel marketing plans, created preliminary budgets, developed list plans, maintained all promotion schedules, and provided creative direction and ongoing feedback to the resorts' internal and external creative teams. During Mary's tenure, Intrawest's east coast resorts improved lodging and season pass purchases by up to 75%. |
"Mary's ability to pinpoint issues and challenge concepts with incredible speed and articulation is amazing to me." |
Website and Email Marketing |
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 When Mary joined the MediaBay team, little was being done to promote the company's brands online. In fact, she found that one of the company's digital download services was marketed solely in its direct mail catalog. Thus, in spite of its extensive library of rare content, this Internet service was suffering a serious downturn. She also discovered that email efforts for other brands were sporadic, often experiencing lapses of several months at a time. Mary's response was twofold. Pulling together a marketing team from the existing merchandisers, copywriters, and artists on staff, her first step was to formulate a carefully targeted schedule of weekly email blasts, including offers for each of the company's primary brands in turn. Her second step was to enlist the help of MediaBay's webmaster to revamp each website, incorporating links to compelling offers and promoting free, on-site bonus material as a hook to increase email capture. Mary was not only able to completely reverse the downward trend of the digital download business, but the revenue generated as a direct result of the email campaigns exceeded $200,000 in its first year. |
"Not only was Mary great to work with, but she taught me a lot as well. She is both analytical and creative and combines that with patience and tenacity to get the job done." |
Product Development |
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 As the General Manager of Radio Spirits, Mary increased overall profitability in a variety of ways. Putting her detailed analysis of catalog sales to work, she was able to cut expensive catalog mailings in half while maintaining sales. However, perhaps the most valuable change that Mary made to the way that Radio Spirits did business was to facilitate the production of new products that had a greater appeal to the core customer base. Prior to Mary's arrival, product development was driven by what retail buyers wanted. Mary changed the focus to what drove sales among their more profitable direct sales channels. In addition, Mary attended Old Time Radio conventions, conducted customer opinion surveys, and explored online fan communities to better understand what kinds of products her core customers were longing for. Once again, her research paid off. The revenue generated by new product sales increased by more than 53% over the course of one year. |
"Mary was the inspiration for a renaissance at Radio Spirits. She clearly cares about what she does and she motivates others to do the same." |
© marketing for response, inc. |
