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DM 201

Event Date: 
Wednesday, September 19, 2018 - 8:45am

Member Price: $

99.00

Non-member Price: $

125.00

Door Price: $

125
Event Type: 
Workshop
Description: 

Go beyond the basics and principals of the “what’s” and the “if’s” in Direct Mail, to explore the details and metrics of ongoing successful direct marketing programs. Utilizing plans, programs, data, and results gathered from actual client programs, the attendee will learn the answers to questions and issues such as:

  • Testing strategy: How to test, what to look for, and when to re-test.  How to ensure statistically significant tests and calculate confidence.
  • Creating a list strategy for acquisition, renewals and appeals, including detailed segmentation strategies by program.
  • Understanding the reports and information provided throughout the data hygiene and data processing process, and how that will assist future marketing efforts. Learn about list optimization and modeling opportunities, as well as best practices for efficient and effective ongoing data processing.
  • What performance metrics should you be analyzing, how to benchmark your campaigns’ performance, and how to apply your analysis to ongoing programs.
  • The checklist of building a database for current and future needs of your organization, and how to use the data to better connect with your donors
  • What really is multi-channel marketing, and how to integrate strategy across channels with success.  
  • How to create the strongest multi-channel messaging that includes a strong case for support.

Taught by industry leaders, this full day seminar will provide immediate educational benefits to the attendees, and provide actionable information which can be incorporated into current and future marketing efforts.

Whether you have been in the industry 5 years or 25 years, this seminar is for you.

Session Schedule

8:45 – 9:15 - Registration

9:15 - 10:15 - The Metrics of Creative Testing – how to test, what to look for, when to re-test Allison Porter, President; Avalon Consulting

10:15 – 11:00 - List Strategy - Creating a list segmentation strategy for acquisition, renewals and appeals, including how to create a robust mail plan.

Niely Shams, Senior Vice President, Media Strategy; Infogroup

11:00 – 11:15 - Break

11:15 – 12:15 - Data Processing by the Numbers – Understanding the information provided throughout the merge process and how it might help future efforts

Marvin Dawson; Vice President of Operations; MMI Direct

12:15 – 1:00 - Lunch

1:00 – 2:00 - Analytic Statistics Review. What response metrics should you be looking at and how to apply that knowledge to future efforts.  

Kevin Moran; Principal; Integral

2:00 – 3:00 - Database Data Discovery and Understanding your Data – the checklist of building a database along with how to use the data within the database to better connect with your donors. And, how to analyze your available data to better understand opportunities/trends and donor attributes.

Jason Robbins; Vice President of Sales and Marketing; ROI Solutions

AJ Minogue, UJA-Federation of New York

3:00 – 3:15 – Break

3:15 – 4:15 - Multi-Channel Marketing – What is it really, and how to integrate with success

Barb Perell, Vice President of Online Marketing, Avalon Consulting

4:15 – 4:30 – Q&A

 

       

Event City: 
New York
Event Address: 

ASPCA

520 8th Avenue

New York, NY

RSVP Info: 
by September 18, 2018

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