Outbound mail campaigns
Delivering annual campaigns
Brief
Wiltshire Farm Foods, a division of Apetito, provides a range of over 300 pre-cooked frozen meals to both individual consumers and healthcare organisations. A key sales channel is through the use of targeted direct mail with over 6 million packs being sent out annually.
Wiltshire Farm Foods were keen to find a partner that had sufficient scale to support these high-volume campaigns while delivering overall cost savings, and one that could also deliver innovation in print to help drive up response rates.
Capability and capacity
Integrity Print secured the contract to manage all of Wiltshire Farm Foods’s outbound mail campaigns after an open tender procedure, scoring highly on our approach to environmental and innovation focused responses, backed up by a transparent and competitive price structure.
The account management team have worked closely with the Marketing Acquisition team at Wiltshire Farm Foods to shape their annual campaigns. The pricing model presented enable the team to switch away from a quarterly campaign to a monthly mailing schedule without increasing acquisition costs.
Integrity Print have worked closely with the client to introduce an element of partially addressed mail into the campaigns that has helped further reduce costs.
The current format of the outbound mail pieces has also been reviewed and Integrity Print have introduced the concept of a white paper solution, allowing the Wiltshire Farm Foods team to bring in personalised content at a local level, saving money on traditional pre-print options while driving up engagement with new customers.
A similar approach has been taken with envelope design allowing the WFF team to test response rates using different outer envelope designs.
Agile and responsive, adding value to marketing campaigns
Integrity Print have proved themselves as an agile and responsive supplier who works in a collaborative manner with key clients.
An innovation workshop has been set up with the wider marketing team at Apetito to review how emerging technology in the print sector can add value to Apetito’s overallmarketing campaigns. This includes content mapping and personalisation, postal discounting and ensuring that Apetito have access to industry specific intelligence through our partnerships with Royal Mail, Whistl, Canon and Quadient.
