It was important to explain that the editorial quality would remain intact and that changes would be for the better: more proximity between the advertiser and Edimpresa.The mailing contained a ball with the company’s logo (a globe) and invited the addressee to enter a new world of communication. The ball contained a login and a password to enter a site, where the advertiser picked the magazine, character and hobbies of his choice. He would then become the main “star” in the World of Edimpresa.Later, he receives his magazine, with a cover fully personalized according to his choices.

The first mailing was sent out to 1826 advertisers, 305 replied (response rate of 16,7%).Apart from publicizing the new name, the following was also achieved:- Update an outdated database- Increase the detail of that database with information about the hobbies of the clients. (They can invite them in the future to attend events organized by Edimpresa, of their interest).-Identify among all clients the most involved-Rank Edimpresa in first place in terms of top of mind awareness among the advertisers. ( Creating a strong, emotional connection, opening doors to the work of sales representatives).