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Maintaining Mindshare with E-mail Newsletters

How could Korn/Ferry maintain local mindshare as the preferred provider of executive human capital when needs arise?

Korn/Ferry is the premier provider of executive human capital solutions, with services ranging from corporate governance and CEO recruitment to executive search, middle-management recruitment and Leadership Development Solutions.

The Challenge
While corporate marketing provides materials for the more than 70 Korn/Ferry offices worldwide, the Seattle office wanted to do more to maintain the type of mindshare with local executives that is so important in helping to keep them the preferred provider when human capital needs came up.

The Solution
CRM Group developed and implemented an e-mail newsletter campaign designed to reinforce Korn/Ferry's position as the premier provider of executive human capital solutions in a timely and unobtrusive way. By delivering content that local executives in Korn/Ferry's target customer base found relevant and compelling they were able to expand the awareness and usage of Korn/Ferry's services while building loyalty in its customer base.

Step One: Determining Overall Objectives and Brainstorming Content Categories
As the first step CRM Group worked with Korn/Ferry management to determine the goals for the e-Newsletter campaign and strategize the key content types that would best accomplish them. CRM Group's experience in developing e-mail newsletters was particularly helpful here as they were able to suggest content that had historically driven the most interest from e-Newsletter recipients.

Step Two: Creating the Right Look and Feel
In creating the newsletter design it was important to provide a framework for effective customer communications while staying true to Korn/Ferry's corporate branding. In addition, a special banner was developed that featured the Seattle skyline to give the newsletter a local flair.

Step Three: Optimizing for Performance
The last step was to leverage CRM Group's experience in creating e-mail newsletters to help craft a vehicle that was optimized for open rates, click through rates and conversion. Important factors considered were the balance between images and HTML, short text versus long text, the number of links and their correct positioning, proper preview window display and more.

The Results
Korn/Ferry's Seattle e-Newsletter was not only very well received by business executives in the area but also became a terrific source of leads for the Korn/Ferry client partners.

Performance Feedback
Korn/Ferry's Senior Client Partner, Eddie Pasatiempo said, "It was really great to have someone as experienced in e-mail newsletter design and creation as the CRM Group to help drive this project. Their guidance was instrumental in our developing a top-quality product within a very short time frame."

Let us show you how an e-mail newsletter campaign can benefit your business. Call us at 425- 827-7526 or write to to learn more.

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