Case Study #2:
American Society of Mechanical Engineers
NYC, New York
Student Recruitment
The American Society of Mechanical Engineers is a global association of Engineers. For many years their bread and butter has been in production and publishing of widely accepted codes and standards. Recently they decided that they want to promote the association and increase recruiting efforts amongst college students. The intention was to attract younger members who would learn about the values of membership and hopefully continue their membership as they transition into their professional careers.
ICG and the ASME marketing staff worked together to develop the concept of a student member toolkit. This package of marketing materials would be sent out to ASME liaisons at all of the affiliated schools. They would use these materials to recruit students at orientation, meetings, or as postings on bulletin boards. Each kit consisted of 2 postcards, 2 letters, 25 applications, 6 posters, 131 fliers, business reply cards, business reply envelopes, 25 brochures, a 2G flash drive, 25 keychain flashlights, 25 stickers, & business cards. In addition to these materials there were also HTML emails. The print materials were contained in a mailing box and shipped to over 700 schools around the globe.
ICG handled all aspects of this project from conception thru copywriting, design, print, and mailing. With over 25 original new pieces of printed material, there were dozens of revisions and proofs being sent back and forth and hundreds of emails. Mailing lists needs to be vetted and NCOA'd, copywriting tweaked, & custom photo shoots were done, etc.
With a project this size, effective communication and an efficient workflow were paramount. In order to stay on deadline and on budget we needed to work fast, yet maintain thoroughness and accuracy. In the end the client was extremely happy with not only the way the final product turned out, but the efficiency and care that was put into the development process. Multiple emails were sent from the client complimenting the customer service and quality.