PERSONAL bests

What set Horak's efforts apart was it had a staff person research each prospect to make sure that company was a good fit for the campaign. Furthermore, it called each firm on the list to get the correct name of a marketing contact.

To create the direct mail piece, an internal team was assembled that included F.P. Horak's electronic graphic services department, its business development director, marketing coordinator and HP Indigo press operator. "We have the method to end the marketing madness" was the slogan the team came up with to reflect the campaign's theme of making better marketing decisions.