Client: Scudder, Tax Free Funds

Client's Challenges

• Generate interest in tax-free funds. Previous communications promoting one fund per mailing had not gained readers' attention or money.
  
  
• Encourage readers to understand the benefit of taxable equivalent yields.
  

Our Marketing Strategy

• Test all tax-free funds in one mailing. Test a one-step kit (creative piece, prospectus, application, and BRE) against a two-step kit (first: creative piece and BRC; second: fulfillment kit in follow-up mailing).
  
  
• Conduct internal research and competitive analysis; test and perfect concept and messaging.
  
  
• Segment audience and create distinct cells for tracking responses.
  

Our Creative Idea

• Develop a "Tax-free seeds" package. Once the creative concept had captured the reader's attention, the all-important performance and taxable equivalent figures appeared, fully integrated into the concept.
  

Results & Recognition

• Awarded First Place, New England Direct Marketing Association.
  
  
• Total in assets, from new and existing shareholders, was over $1,200,000.
  
  
• The following correspondence from a shareholder:
  
  

  "I'm a shareholder in some of your funds. I just want to express my appreciation for the recent promotional piece that I received a day or so ago. The Scudder Tax-Free Seeds mailing is the most imaginative and unique piece I have ever seen. Hope you get a good response. Please pass this along to your advertising department."