NY-NJ Trail Conference Membership Appeal Mailing

PROJECT OVERVIEW

Since 1920, the New York-New Jersey Trail Conference has partnered with local and regional parks to create, protect and promote a network of over 2,000 miles of public trails in the New York-New Jersey metropolitan region.

When the Trail Conference determined that a more substantial marketing effort was in order to attract new members to steward an ever-lengthening list of new trails, they turned to Trillion to help them take their membership drive to the next level. We put together a program that not only established the important role that the Trail Conference plays in the lives of outdoor enthusiasts in the region, but also tied in key benefits that would help the organization stand out from the clutter.

In support of the annual membership appeal, we alerted targeted prospects to the sizable discounts on clothing, gear, lodging, and more that were available to NY-NJ Trail Conference members through a retail partnership. A premium gift was also offered for those who joined.

At minimal additional cost to the Trail Conference, we maximized press sheets during printing to include a sample map which was inserted into the mailing for the membership drive. The carefully crafted direct mail campaign consisted of an outer envelope, letter, insert, reply card, response envelope and a waterproof Tyvek map sample which proved to be as effective as it was attention getting.

RESULTS

Upon taking over the membership mailings, Trillion has enhanced the cost effectiveness of the mailings by 17% year to year. Our designs have also seen increased response rates of over 208% from 2008-2010, and our membership mailings generate 213% of the annual monthly average for new members.