Society of Automotive Engineers (SAE)
Membership retention program
Business application: Direct Marketing/membership retention
Services provided: Program concept, design and print of the portfolios, variable digital printing, fulfillment of all components and all mailshop services
Business objectives: SAE is a membership organization that is over 100 years old. SAE wanted to show members that were with the organization 5 years or longer how valuable they are by providing them with a keepsake. MSL outlined the following plan.
In 2005 SAE pulled data on members who were having an anniversary starting at 5 years and going up in increments of 5 years up to 50 year members.
Members with anniversaries starting at 5, 10, 15 and 20 years received a beautiful synthetic leather portfolio with gold foil stamp (similar to a college diploma portfolio, see photo). Also included with portfolio was a personalized message on SAE letterhead congratulating them on their particular anniversary, signed by the top two executives. In addition members receive a parchment paper certificate completely personalized with their name and anniversary. This portfolio can be proudly displayed anywhere from a desk top to a wall.
Members with anniversaries of 25, 30, 35 and 50 years receive in addition to the personalized portfolio, a lapel pin with their year anniversary on it. To accommodate the shipping of the lapel pin, we thickened the spine of the portfolios and placed a ribbon in the inside center space, clasped the pin to the ribbon and designed a special diecut cardboard center piece to eliminate cracking of the spine in transit while creating an eye catching presentation of the lapel pin for the recipient. The data is pulled every quarter for all recipients who have an anniversary date that quarter.
We laser print the SAE letterhead, digitally print the certificate, hand match the letter and certificate, insert into the portfolio, hand affix the lapel pins on the 25 year and up members and mail the certificates in a bubble wrap mailer with a personalized label utilizing both the USPS and UPS.
The program started in 2005 and is still being utilized today with the goal of having all members someday earn a portfolio.
