Oxford International Case Study

BACKGROUND

• Oxford Global Resources partnered with Vision Service Group to develop and implement an integrated direct mail and email communication program test to Oxford client prospects in one of their four divisions.

OBJECTIVE

• The objective of the program was to supplement Oxford Account Managers' ongoing contact with these client prospects with a series of communications that would clearly and consistently reinforce Oxford's value, and incremental business would result in a positive return on investment.

PROGRAM OVERVIEW

• Starting the week of August, 25 2008, newly identified client prospects were randomly assigned to a Test group and included in the integrated communication program, or to a Control group and were not included in the program.
• Once in the program client prospects in the Test group received a series of integrated direct mail and email communications over the course of 210 days. A snapshot of the program details are presented on Attachment 1.

SUMMARY RESULTS

• From August 25, 2008 through October 2, 2009, there were 24% more client prospects in the Test group that produced revenue-generating business for Oxford compared with the Control group who did not receive the mailings.
• Anecdotally, an Oxford Account Manager said "clients in the program know who Oxford is - much more than those not in the program - which is great because the Account Manager doesn't have to start from Base 1 on every call and explain what Oxford is all about."
• The overall resulting return on investment was 225%!

RECOMMENDATION

• As a result of these results, Oxford decided to roll out the program to all the client prospects in the business division that conducted the test, and to test the program in a second business division.