IT Directors spend 70% of their time maintaining and managing their system.In fact, their working day is spent in visits to the Server Room checking that everything is still running properly.We were briefed to generate leads for Microsoft’s Management Tools - which would free the IT Director from these day-to-day maintenance tasks.

We sent out 5,151 packs and received 166 reply cards with requests for the Management Tools DVD. This is a response rate of 3.2%. Total response was much greater but we have not yet been able to measure the online response.

Our Proposition was: “With Microsoft’s Management Tools your visits to the Server Room will be a thing of the past”.To dramatise this, we sent the IT Director a duster. As it said, they’d be visiting the Server Room so rarely, they’d need to do a bit of dusting each time they went there.As you’ll see, for added impact (and to ensure the IT Director kept our message) we printed the letter on the Duster.