Challenge PeopleSoft wanted to reach senior and C-level managers in organizations interested in improving their processes and operations, as these individuals would be likely prospects for specific PeopleSoft applications. The company had already decided to approach this audience using direct response and tapped BayCreative expertise to develop this program.
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BayCreative Solution Working with marketing executives at PeopleSoft, we evaluated the audience and found that they had a keen interest in improving productivity while reducing errors, and that many were exploring a methodology called "six sigma." This is an approach that statistically measures true process capability, correlating to characteristics such as defects per unit and probabilities of success or failure. Operating at six sigma creates and almost defect-free environment. BayCreative developed a direct response campaign that included a letter introducing PeopleSoft applications that contribute to achieving six sigma. The letter offered respondents a free copy of a leading book on the topic. This campaign was one of the most successful direct response campaigns at PeopleSoft. It generated a significant set of leads, a number of which resulted in sales.