DM Partners

Direct Marketing Industry Awareness Campaign

DM Partners specialized in data management and daily/repetitive response fulfillment in the direct marketing industry. The company provided its clients – companies such as Comcast, BellSouth, and Mutual of Omaha – with a variety of services related to total direct marketing program management, including database design and development, data processing, programming, mailing and fulfillment solutions, and inventory management.

Furia Rubel was named agency of record in 2005. The goals were to raise the profile of key company executives within the direct marketing industry and with minority-owned businesses. In particular, Furia Rubel was asked to generate awareness of DM Partners’ ability to handle both large and small jobs in a timely fashion; of its wide data knowledge, including data response analysis (in comparison with shops of a similar size); of its exceptional account services (highly skilled with complex mail campaigns); of its Direct Response Television (DRT) experience; and of its database management skills which was not normally conducted by firms of this size.

Furia Rubel’s team of experts developed a strategic plan to establish DM Partners’ reputation as a daily/repetitive response fulfillment leader and an expert in data management. The plan was designed to build brand awareness, raise the company’s perceived value, identify and communicate the character and quality of the company to internal and external parties, and to expand into new and penetrate more deeply into existing markets.

Utilizing its extensive media relations expertise, Furia Rubel secured feature media placements for DM Partners in publications such as DM News, JD Bliss, The Reporter, Bucks County Herald, The Philadelphia Inquirer, Philadelphia Business Journal, New York Times, and Direct Magazine. In fact, DM Partners’ CEO, Margaret Denton was featured on the cover of GC Mid-Atlantic Magazine as a minority, woman-leader who transitioned from corporate legal counsel to the business-to-business sector.

The agency’s team placed strategic articles that aligned Ms. Denton as an expert in direct marketing and mass mailing and secured targeted speaking engagements.

Furia Rubel also worked with the DM Partners to add valuable user-friendly features to the company’s website. When postage rates were changing, for example, Furia Rubel suggested that DM Partners include a postage rate calculator on their site. Clients reported they found the calculator useful and appreciated the convenience of being able to plan their mailing costs – thus creating a dynamic platform for loyal users and repeat visits to the company website.