The Henry Ford – America’s Greatest History Attraction (Greenfield Village & The Henry Ford Museum)

ICS Product/Service Areas: Targeted Specialty List Selection, Data Cleansing & Back-end Analysis

The Challenge
The Henry Ford As Metro Detroit's most famous non-profit organization, the Henry Ford Museum and Greenfield Village faced the challenge of growing their local member database during a down economy via targeted direct mail campaigns.

The Solution
The overall solution started with cleansing files and omitting current members to save valuable postage and printing dollars. Back-end analysis was also needed to learn which lists and list segments worked best for targeting and membership growth.

ICS recommended close to 50 lists that addressed the client's requirements. For example, targeted magazine subscriber files allowed us to reach prospective members in hard-to-find segments like Civil War buffs, classic car aficionados and parents who spend money on education titles (showing a highly vested interest in their child's education). Mail order buyer files also helped us to reach parents who have purchased educational toys, books, clothing and other items for children in our targeted age brackets.

ICS also employed consumer surveys to finely target individuals and families with an interest in cultural arts and events, including selections by key factors such as age, estimated household income and presence of children.

ICS used Group One software to address standardize all address information to the format preferred by the USPS, along with CASS Certification and DPV (Delivery Point Verification), followed by a National Change of Address update of all the files. Consequently, ICS conducted a "cleaner" merge/purge, resulting in less postage and printing expenses spent on non-deliverable or duplicate mailings.

Finally, ICS conducted a back-end analysis a few months after the mailing by matching a list of new members back to the original mail file. As a result of the analysis, we identified the best performing lists for future campaigns and under-performing lists that should be dropped.

The Results
Through a highly targeted campaign, file cleansing and a smarter approach via analytics, ICS helped The Henry Ford Museum and Greenfield Village increase membership by over 15% in 2009 – during a down economy and in a State where discretionary dollars were at a premium.