To put a human face on what was perceived as a 'faceless' network, this direct mail package reinforces the idea of a 'personal introduction to an advisor you can count on.' The introduction concept was emphasised throughout the brochure with semi-transparent vellum panels that revealed each new aspect of the programme. Photos featured individual advisors and the interaction between customers and advisors, and accompanying copy sold the financial advisor relationship as much as the services provided.

This package received an overall response well exceeding client expectation. The RSVP card achieved over six times the response rate of the programme’s online advertising, and conversions were significantly higher for the direct mail. In addition, cost per lead and cost per conversion were significantly lower for the direct mail than for the online advertising.