Our creative strategy was to recommend a two-step, flexible approach, allowing Transcend's regional representatives to customise the messages to prospects. It enabled us to build a story about how Transcend can help, based on input from the first mailing - thus we are selling (creating interest) around specific needs and issues. Creatively, to suggest Transcend's abilities, we used 'x-rays to build the theme of making the invisible visible: Transcend helps identify where change is necessary, and how to achieve it. Our mailings positively positioned Transcend as the corporate equivalent to a team of health professionals ready to identify and improve problems.

15% response across the initial 26 postal organisations - a potential of over NZ$500,000 per annum if even minimum contracts are secured. Follow-up letters were sent to non-responders, providing an additional 31.5% response (overall total 38.5% response). Subsequently, telephone and mail contact was made with all responders - recall and value of meeting face-to-face was so great that 61.5% of responding countries are meeting or have met with Transend representatives to discuss business opportunities (could increase to 77% next month). If 50% of meetings are converted to consulting contracts (of NZ$100,000 each), Transcend can look to achieve an ROI exceeding 1,000%.