THE 2014 U.S. CONFERENCE OF MAYORS
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In true Dallas fashion, the Dallas host committee committed to having the biggest Annual Conference of Mayors by increasing the number of mayors attending as well as by raising the profile of this week-long event. Smartly recognizing the need for an agency with an expertise in engaging elites and influencers, ABI was selected to develop the strategy, plan and all communications directed at mayors.
Mayors have high-pressure schedules requiring them to discard promotional materials, so ABI decided on innovative channels and methods to reach them. Our team created a series of direct mail packages that, when opened, would provoke a decision.
We introduced Dallas as the host by overnighting personalized, brochure-style congratulations letters to every recently elected USCM mayor from Mayor Rawlings. We followed that up with a artfully designed, Dallas-centric New Year’s Day card that wouldn’t get lost in the Christmas bulk.
And, who better to begin communication with than the one who keeps the mayor’s schedule? We researched the name of every executive assistant and sent him or her a silver Neiman Marcus calendar with a save-the-date brochure detailing the great things in store for the Dallas conference.
We created a series of packages from Dallas’ best retailers and sent them out to the spouse and child of each mayor to round out reaching the small number of people who can influence a mayor. The monthly series of direct mail packages was integrated with an email campaign directed at this circle of influence and the mayors themselves.
• Registered mayors tracking significantly above previous years.
• 30% increase in mayor attendance for the event.
• Response from national committee leadership and local committee leadership on ABI’s collateral and the increase in the response rate, “Excellent!”