Detroit Institute of Art List Strategy & Data Cleansing


Detroit Institute of Arts (Non-profit, Education)

ICS Product/Service Area:  List Strategy and Data Hygiene

The Challenge
The Detroit Institute of Arts (DIA) needed a targeted mailing list as part of a membership growth direct marketing program.  DIA leadership not only wanted to grow membership, but also wanted to generate awareness of the facility’s re-opening (it had been closed for massive renovations for several months) and the new visitor-friendly design.  Also, the client required a fast turn-around on list recommendations, list procurement, list merge/purge and final file submission. 

The Solution
ICS strategically selected list sources based on the client’s targeted audience.  In this case, most of the list sources were derived from select magazine subscription files and consumer response files.

After identifying and procuring the targeted lists, ICS merge/purged the lists with the DIA’s existing membership list.  ICS submitted a clean, final file to the museum’s mailing house to use in fulfillment and distribution of the mail piece.

The Results
ICS provided the list services and merge/purge services within a tight turn-around timeframe and met the client’s budget requirements.  Furthermore, the client mentioned that the mailing was one of the most successful membership growth programs for the museum and appreciated ICS's support in this effort.