Case Study
Project: Increasing Response Rates with PURLS
When a leading ophthalmology group devised a creative campaign to attract new patients, they turned to Kelmscott to execute their plan. By printing and mailing a replica wedding invitation, brides-to-be were offered a discount on LASIK laser eye-surgery in preparation for their wedding day.
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Kelmscott Goes Green
The impact of printed material on the environment is a concern to Kelmscott. In January, 2008, Kelmscott Communications completed the forest stewardship council (FSC) chain-of-custody certification, making us the first FSC-certified printer in Kane County.
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Increasing Response Rates with PURLS
When a leading ophthalmology group devised a creative campaign to attract new patients, they turned to Kelmscott to execute the plan. By printing and mailing a replica wedding invitation, brides-to-be were offered a discount on LASIK laser eye-surgery in preparation for their wedding day. A personalized url (purl) tracked information regarding their interest in LASIK, with a potential timeframe, scheduling a free consultation and an opportunity to refer members of their wedding party. The purl functioned as a non-intrusive business reply to help target follow up for interested candidates. With a great offer, creative design, and the knowledge that some 44% of consumers are more likely to respond to a purl than other response channels, the campaign netted an excellent return on investment by increasing consultations and surgeries.
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