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401(k) Squared, a small company that specializes full-time in 401k plan development, asked LeeReedy to get a big bang out of their modest direct mail budget. On the whole, the marketing done by companies in the financial services industry is safe, corporate and forgettable. We went in the opposite direction — developing a direct mail piece that featured a live fish inside a box adorned with messaging. The concept? “If someone’s not watching over your 401(k), it won’t thrive either.”
Considering our precious, live cargo – and our need to get it in front of the CFO’s, CEO’s and owners of our target companies – all pieces were delivered via courier. Additionally, this allowed us to avoid the gatekeeper who could have reacted in any number of ways. Within weeks, 401(k) Squared had secured a $10M account and was in discussions with a number of large companies to manage their 401(k) accounts, ranging in size from $500k to $20M.
(Click images for a closer view.)
CD: Kelly Reedy
AD: Kelly Reedy, Jack Schuler
CW: Jamie Reedy