IBM needed a creative execution with cut-through on a limited budget. The target audience had already been contacted several times regarding the event. The central theme to the pack was about changes in the business environment and how prospects could learn from others' experience. The content gave them a taste of the case studies they had missed. And a specific URL took responders to a landing page, where they could register online and download the case studies, or receive a free copy of a business bestseller.

The pack received 157 responses, a significantly higher number of SMB prospects than had attended the seminar or responded to previous mailings.