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Challenge: To build a powerful new direct mail campaign for Enterprise's Southern California RideShare Division. Rideshare is a service similar to carpooling, but with vans provided by Enterprise. The campaign needed to attract employees from a myriad of different businesses, and generate interest in a service that wasn't viewed as overly attractive - "vanpooling". Solution: PFM realized that marketplace education was critical in generating interest for the program. To get the attention of the potential customer, PFM strategists focused on the three most important concerns for a commuter: "time, money and stress level". Each of the developed pieces forced a very strong call to action, and by keeping the design clean and crisp, the message remained crystal clear. Pure Fusion Media incorporated a unique diecutting solution for the primary mailer. On the exterior, viewers were challenged to assess their success with "time, money and stress". Upon opening the piece, an expanded view brought answers to the questions and highlighted the value of the RideShare program. In addition, PFM created various other pieces designed to further build on the interest in RideShare including 4 direct mail postcards, follow-up cards and a catchy quiz paycheck stuffer.
The Result: Enterprise has had a substantially greater track record getting in the door with new corporations since the development of the campaign. The cohesive look to all the pieces has significantly decreased the closing cycle for relationships with new businesses. Enterprise has also been able to set the benchmark standard among their competition, finding little resistance once they have presented their offer. While their closest competitor has been waning in business, Enterprise has significantly INCREASED the number of vans on the road. The campaign was so successful it was adopted into nearly every piece of the operation. Pure
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